Big Picture - March 2017 - 2

insight

A Curious Business

s a journalist, a key requirement for success in your career is to ask questions. In my fi rst
year at Ohio University's Scripps School of Journalism, we learned the basic rule of
interviewing: Always ask an open-ended question. If an interview transcript is filled with
"yes," "no," and "I don't know," you've wasted everyone's time, and you don't have a story.
In February, the Big Picture editorial team visited KDM P.O.P. here in Cincinnati for a
shop tour. (Check out our retail and P-O-P article on pg. 20 to learn more about the company and what
they're doing in the market.) Bob Kissel, president/CEO, began our meeting by making sure we felt
comfortable enough to ask questions. Our team looked at each other and smiled. Our list of prepared
(and open-ended) questions had already doubled upon setting foot inside the print shop.
Without questions, we can't fi nd the answers that can enlighten, bring in new business, create
success, and drive profits.
Last year, I asked Sino Tour, vinyl wrap king to the stars - gigs include Lady Gaga's halftime show
at this year's Super Bowl and Ariana Grande's 2017 world tour - to take on a new venture: covering our
revamped vinyl wraps column. (You may remember him from our "Business Pro: How I Got the Job"
piece in our August issue, pg. 26.) In his fi rst column, Tour asks: What are the best ways to attract new
customers? What are the most exciting applications to offer to keep them coming back for more?
You'll fi nd more questions posed throughout this issue. How can you help your retail customers get
buyers off their smartphones and laptops and into stores? How do trending applications for 2017 affect
the type of ink you purchase for your wide-format machines? How can you use actionable data to drive
ROI when suggesting dynamic signage to your clients?
We'll always be asking questions and, in turn, providing answers. We're digging for insights from
industry leaders and experts, on tradeshow floors and at consumer events, and inside the latest market
analysis, but it's up to you to determine which answers fit with your shop's goals. And, it's an even
bigger job for you to continue to ask the questions.

bigpicture.net
EDITORIAL
Adrienne Palmer
Editor-in-Chief
adrienne.palmer@stmediagroup.com
Kiersten Wones
Associate Editor
kiersten.wones@stmediagroup.com
Kelsey Johnson
Assistant Editor
kelsey.johnson@stmediagroup.com
Kathleen DeZarn
Art Director
kathy.dezarn@stmediagroup.com
Marty McGhie, Craig Miller,
Beth Osborne, Sino Tour
Columnists
Ryan Clark, Terry Corman,
Scott Crosby, Kirk Green,
Kerry King, Robert Kissel,
Craig Miller, Carmen Rad,
Jared Smith, Mark Taylor
Editorial Advisory Board
SALES
Murray Kasmenn
Senior VP/Group Publisher
770/578-2577
murray.kasmenn@stmediagroup.com
Lou Arneberg
Senior Market Strategist
East and Midwest US, E Canada
800/654-5169
lou.arneberg@stmediagroup.com
Jim Karwowski
Senior Market Strategist
West and South US, W Canada, Europe, Asia
630/474-4038
jim.karwowski@stmediagroup.com
Karen Jones
Senior Market Strategist
GA, NC, SC, Classiﬁeds
843/697-3802
karen.jones@stmediagroup.com
Linda Volz
Production Supervisor
linda.volz@stmediagroup.com

Tedd Swormstedt
President
March 2017

Steve Duccilli
Senior VP of Content
Christine Baloga
Audience Development Director

BY ADRIENNE PALMER
BIG PICTURE

Editor-in-Chief

@Adrienne_BigPic

BIG PICTURE (ISSN 1082-9660) is published 9 times annually (Jan/Feb, March, April, May, June/July, August, September, October, Nov/Dec) by ST Media Group International Inc., 11262 Cornell Park Dr., Cincinnati, OH 45242-1812. Telephone: (513) 421-2050, Fax: (513) 362-0317. No charge for subscriptions to qualiﬁed individuals.
Annual rate for subscriptions to non-qualiﬁed individuals in the U.S.A.: $46 USD. Annual rate for subscriptions in Canada: $77 USD (includes GST & postage); all other countries: $101 (Int'l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2017, by ST Media Group International Inc. All rights reserved. The contents of this
publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations.
Periodicals Postage Paid at Cincinnati, OH and at additional mailing oﬃces. POSTMASTER: Send address changes to: Big Picture, P.O. Box 1060, Skokie, IL 60076.
Change of address: Send old address label along with new address to Big Picture, P.O. Box 1060, Skokie, IL 60076.

Kari Freudenberger
Director, Online Media
SUBSCRIPTION SERVICES
(847) 504-8166, tbp@halldata.com
bigpicture.net/subscribe
bigpicture.net/renew
11262 Cornell Park Drive
Cincinnati, OH 45242
tel (513) 421-2050

http://www.bigpicture.net http://www.bigpicture.net/subscribe http://www.bigpicture.net/renew

Table of Contents for the Digital Edition of Big Picture - March 2017