Today is the International Day of Happiness. And as I look back at some of the latest happy moments in my life, I noticed quite a big chunk of it involved print. And some Fespa tokens.

What makes me happy?

1. Finding kids' street art in Amsterdam en route to Fespa.

2. The beautiful calligraphy of the names of my household, courtesy of Better Letters. Worth the wait at Fespa. Adorning my wall and admired by all who visit our house. “What a neat idea to have all your names together instead of just a family picture!” My thoughts exactly. Combine it with some simple truthful words on a random poster on a street corner and you'll find me counting blessings at my kitchen's counter.

High tide, low tide

Low tide, high tide

As it comes

So it goes

Sometimes someone just has to print it out for you.

3. When traveling it is hard to bring back something your kid will love enough to make up for the absence. But when I saw this grocery bag, fabric by Georg + Otto Friedrich GmbH, I knew a little someone who’d think the world of me. And did she ever. Fespa superhero mom got a smiley on the happiness indicator.

3. Taking the #4yo to the circus and having a fab time enjoying this artistry. She did not want to shake the hand of the clown, until she learned that would earn her a colourful flag. She has held onto the flag all day long, proud as punch. Tomorrow we’re taking it to school. Nothing lasts like a printed memory to put in the memory treasure box.

5. Last but not least, snuggling up in the couch in my new fave T-shirt, courtesy of DTG printer M&R Print. I passed by the booth at Fespa and saw Willie Nelson staring at me. Exceptional quality in terms of DTG print. I fell in love instantly, with both the print and the image. Got their business card for my friend who is a screen printer, kept Willie all to myself.

Three cords and the truth – that’s what a country song is. – Willie Nelson

Looking forward to drupa to source some new happy moments!

I hope you had a happy day too. What made yours?

As children of the crisis (if you’re my age and no, I’m not telling), we entered the job market a couple of years before the print market got hit. Then we suffered through the budget cuts, the bankruptcies, the company consolidations. And listened to the tales of good times passed.

We focused on the moneymaking tasks, did hard sales, forgot about the softer communication skills. The market and media got hit. Hard. Companies and publications disappeared. Talented people left the industry. Valuable knowledge got lost. PR learnt the hard way too. Do more with less. Less advertising budget, less copy budget, less market knowledge. We survived, got creative and never lost hope.

And then drupa 2012 happened – new technologies paved the way towards an uprise in the market. People dared believing again. They dared stand up to the “print is dead” cries from the digital community. Print was not dead, it was taking a beauty sleep. Only to rise like the phoenix. Reinventing itself.

Fespa 2015 made it clear change was knocking on opportunity’s door. Hopes and spirits went up. And so did the creative juices in the industry. New allies were formed, new markets got discovered and new technologies emerged. You could just feel positive vibes oozing through the hallways.

By embracing the new technologies, the PR scene discovered new media and channels to convey the message of customers. Visual storytelling, social strategy research, digital sales lead generation. Old school got out, new school was in session. PR truly got 360° by reinventing the print, digital, online and social wheels. I, for one, feel envigorated already.

And as we kick off the first day of Fespa Digital 2016, online communication makes it clear that disruption took place. Now it is time to transform the business. Communicate on what you have accomplished and what you’re planning to do. Get your content straight. And make sure the market finds out about it. Choose your content, channels and partners wisely.

See you at the shows.

Maya

P.S. You'll find me at Fespa Digital 2016 March 8-9. Drop me a line/tweet/ext if you want to meet up.

Print along if you feel like a room without a roof

Fespa, drupa and the end of print's beauty sleep.