By Janine Fiasconaro
As a communications student, I often hear that print is a dead medium. Last summer, I learned that’s far from true. I interned at Ivie & Associates where I did advertising for Safeway in Maryland, DC, Virginia, and Florida. I was surprised to find out 75% of my duties there would be managing the production of printed advertisement signs that would go up in the stores all across these three states. I had never imagined myself working with the print medium, I hadn’t even considered the fact that there are print advertisements everywhere and someone must be in charge of making them. That summer that person was me.
I worked with a team of great graphic designers and Safeway managers to design, approve, print, and deliver 50-80 different in-store signs each week which would go to 140 different stores. In print, everything seemed a little more complicated. One mistake could cost the company thousands. Once you send a sign with the wrong price to the printer, that’s it. And there is no just hitting send, part of your job might be to make sure after you hit send the physical signs actually get to their destination and make it into the right hands, every week.
Despite all of that, I don’t regret that summer at all. If you want to learn how to work with tight , complex deadlines and a budget, print is a great medium to do that. It is also very satisfying to work on a professional project you can ultimately hold in your hands. Working with print is also something not a lot of other young professionals have on their resume. It can help make you stand out. If you can demonstrate your skills, your boss can count on you to complete a print project when everyone else is buried in tweets and emails. So, if you see a job opening requiring you to work on printed marketing don’t immediately discount it, it could be a real asset to your experiences.