Vels Jensen made the declaration at the National Print Awards just prior to presenting the Heidelberg Award for Excellence in Craft to Printpoint Australia.
Click here to see pictures from the printing industry’s night of nights.
In a memorable presentation which swung between the poles of grim analysis and bawdy humour, Vels Jensen also used his time on stage to take aim at the federal government’s response to the GFC, as well as calling for the establishment of a single industry association to increase its lobbying power.
“The 2008 world of print was not at all enjoyable. In fact it was downright unpleasant and one I could have done without,” Vels Jensen declared, before joking that he should now be known by his wrestling name: ‘Rock Bottom’.
“Recessions are unpleasant and they always bring big changes. We believe that over the next 15 months the number of printers in ANZ will be reduced by at least 15 per cent from where we are today.”
He did, however, point to the example of US-based Vista Print as a company that was fighting fit despite the current economic hardship.
“This tells me that it is not print which will become obsolete, rather it’s some of the printers and owners should they fail to create new business models around print. You cannot avoid the recession but depression is definitely optional.”
“Your customer has chosen print to communicate with an audience and it is your responsibility – as a printer, as a business person and as an industry member – to prove to your buyer that the decision to use print was the correct choice.”
It was little wonder that NPA host Larry Emdur’s laughter was audible from the side of the stage, with Vels Jensen dishing out pearls of wisdom such as, “Beware on which toes you step, as the toes may be carried by legs, which are supporting an arse that you may have to kiss tomorrow.”
However, he also used the spotlight to call for a single industry organisation – “representing the total industry and backed by all 100,000-plus industry members” – suggesting the title of ‘Print Media Association’.
“Maybe we need to moan more, some may say less. However, the key has to be that we moan in concert so as to be truly heard.”
He also criticised the Rudd Government’s budget cuts in the wake of the financial crisis.
“Our industry has been king-hit and the industry is shedding jobs at a very high rate, and Canberra doesn’t know, doesn’t listen or doesn’t care. Last year Canberra’s response to the crisis was to cut their ad spend in half, saving taxpayers $ 100 million.
“This makes no sense when, at the same time, 17 of the top 25 advertisers increased their ad spend.”
In a speech just before Vels Jensen’s presentation, David Currie also praised the industry’s resilience.
“There are so many different challenges, but it is the determination of the people that make this industry viable.
“It really is an unsung industry.”
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