Mr. Magazine

Publishing During A Pandemic (14)

 “There is a tremendous amount of demand for everything right now.  Once businesses reopen, advertisers will be fighting to get the word out that they’re back in business, and they’re going to pay the most to advertise with the best.  And we hope you’re with Democrat Printing when that happens!” … Thomas Whitney

 “The message to both our employees and our customers is the same.  DP&L is still alive and well.  We will do everything within our means to help you during these challenging times.  Focus on your work and your families.  Most importantly, stay healthy.  This too shall pass.” … Thomas Whitney

For more than 140 years, Democrat Printing & Lithographing Company has offered quality printing services. Over the decades, the family-owned business has grown with the times and kept abreast of the many changes in technology and services. Today Thomas Whitney serves as president of the company and takes his heritage very seriously, especially during the pandemic.

I spoke with Thomas recently and we talked about this tragic occurrence that is affecting both the public health and economy of our nation. Thomas said that the number one priority is the safety of his employees and that Democrat has no intention of closing or slowing down. They are onboard to help their clients in any way they can and will stand behind that promise.

“DP&L’s greatest strength has always been our customer service.  We take great pride in the relationships we’ve built with our customers.  These relationships are what have kept our doors open for 149 years.  We consider our customers as partners and we’ll do anything in our power to support them.   Even if it doesn’t make sense financially, we’ll find a way to help our customers in times of need as any true partner would.”

So, please enjoy the 14th Mr. Magazine™ interview in the series of Publishing During A Pandemic with Thomas Whitney, president, Democrat Printing and Lithographing Company.

But first the sound-bites:

On how Democrat is operating during this pandemic: Carefully.

On the steps Democrat is taking to ensure all personnel still working in place are safe: When we first understood the threat of COVID-19, we immediately took steps to protect our employees.  All office non-essential office personnel have been working from home for the last several weeks.  Plant production staff have been provided with face shields, masks and hand sanitizer.  We have also implemented a social distancing policy.

On the impact the pandemic has had on Democrat’s printing schedules: The impact on our customers has been mixed.  Our estimating team has been flooded with requests for reduced press runs, page counts, cheaper paper, etc.  Anything to save costs.  Our revenue has taken a hit, but nowhere near as bad as I expected.

On whether he’s seeing any shortage in ink, paper or workforce: We haven’t seen any shortages of paper, ink, or any other materials that we need to produce magazines.  Freight companies have tightened up a bit.  Many aren’t guarantying on time delivery, or they’ve frozen refunds for late deliveries.  FedEx and UPS both announced that they no longer guaranteed on time delivery for small parcels.  Most of our parts suppliers are doing fine.

On whether he had ever imagined something like this pandemic ever happening: Never in my wildest dreams did I think something like this would happen.  Not in my personal life, nor in business. Tornadoes and earthquakes; sure. A deadly virus; only in the movies.  And, as such, I never thought of what it could do to our country, our economy, let alone what it could do to our customers and our company.

On what message he is communicating with his clients and employees: The message to both our employees and our customers is the same.  DP&L is still alive and well.  We will do everything within our means to help you during these challenging times.  Focus on your work and your families.  Most importantly, stay healthy.  This too shall pass.

On what makes magazines and magazine media relevant today: I think magazines are more relevant today than they’ve been in years.  We live in a world of social distancing.  A world without handshakes.  Most Americans are home and have been for weeks.  Who knows how much longer that’s going to last?  In general, Americans have a lot of time on their hands, and they need and crave entertainment.

On any additional words of wisdom: Focus on your content!  If your magazine has been devastated by this pandemic, use this time to create new and more relevant content with staying power.  Now’s the time to build your brand and strengthen the relationship with your audience.

On what keeps him up at night: The uncertainty of the economic damage that this pandemic has done to our economy, and ultimately our collective industry as publishers and printers.  However, I really try to not let things that are out of my control cause me to lose sleep.

And now the lightly edited transcript of the Mr. Magazine™ interview with Thomas Whitney, president, Democrat Printing and Lithographing Company.

Samir Husni: How is Democrat operating during this pandemic?

Thomas Whitney: Carefully.

Samir Husni: Since you can’t print from home, what are the steps you are doing to social distance and ensure all are well at the work place?

Thomas Whitney: When we first understood the threat of COVID-19, we immediately took steps to protect our employees.  All office non-essential office personnel have been working from home for the last several weeks.  Plant production staff have been provided with face shields, masks and hand sanitizer.  We have also implemented a social distancing policy.  It’s very easy for us to distance ourselves.  Our equipment is big and we operate with small crews.  We’ve almost always social distanced, though we’ve never realized it.  Whether it has to do with Company policy or not, I will say that everyone is certainly more conscious of their health and cleanliness in the facility.

Samir Husni: What is the impact so far on the publishing frequency, printing, mailing, etc.? Any changes on the print schedule from your clients? Skipping issues, reducing print run, etc.

Thomas Whitney: The impact on our customers has been mixed.  Our estimating team has been flooded with requests for reduced press runs, page counts, cheaper paper, etc.  Anything to save costs.  Our revenue has taken a hit, but nowhere near as bad as I expected.

At the same time, we’ve had an influx of requests from publishers looking for stability.  The mega printers have been moving publishers from one facility to another, which is nothing new.  Since the pandemic began, this has been happening much faster, and in greater volume.  DP&L only has one plant, and we’re not closing it.

We’ve had a few magazines decide to push their monthly titles into the next month.  Many publishers have been looking for ways to right size their printing costs to their revenue or projected revenue.

From what we’ve seen, City and Regional pubs have been hit the hardest by the pandemic.  It’s even worse on those in parts of the country with the highest infection rates.  Most of their advertising revenue comes from local retail shops, dentists, cosmetic surgeons, and restaurants.  Many of which are closed.  Their problems are compounded if their distribution is free, on public racks at their advertiser’s businesses. Free city regional pubs that mail seem to be doing much better.

For the most part, and depending on their industry focus, B2B publications have suffered far less during the pandemic.  Most B2B magazines are 100% subscription based.  B2B publishers with titles focused on non-essential industries have been concerned that their mail won’t reach its destination, or that the mail will go to a closed business.  We’ve helped several publishers refine their lists and to make sure they’re not wasting money on postage, but we’ve always done that.

DP&L’s greatest strength has always been our customer service.  We take great pride in the relationships we’ve built with our customers.  These relationships are what have kept our doors open for 149 years.  We consider our customers as partners and we’ll do anything in our power to support them.   Even if it doesn’t make sense financially, we’ll find a way to help our customers in times of need as any true partner would.

Samir Husni: Are you seeing any shortage in paper, ink, workforce?

Thomas Whitney: We haven’t seen any shortages of paper, ink, or any other materials that we need to produce magazines.  Freight companies have tightened up a bit.  Many aren’t guarantying on time delivery, or they’ve frozen refunds for late deliveries.  FedEx and UPS both announced that they no longer guaranteed on time delivery for small parcels.  Most of our parts suppliers are doing fine.  Some equipment support companies aren’t doing well which concerns me.  DP&L, like most of the printing industry, has had a very hard time finding the skilled labor that we need for years.  With the amount of plant closures and layoffs of late, I expect that to change for the printing companies that survive.

Samir Husni: Did you ever in your worst nightmares think something like this would happen? And can you ever be prepared for such a thing?

Thomas Whitney: Never in my wildest dreams did I think something like this would happen.  Not in my personal life, nor in business. Tornadoes and earthquakes; sure. A deadly virus; only in the movies.  And, as such, I never thought of what it could do to our country, our economy, let alone what it could do to our customers and our company.

The best preparation for any catastrophe in business is liquidity.  And, in a scenario like the one we’re currently in, the more cash you have, the better you’ll be able to weather the storm.  Unfortunately, there aren’t many companies that can operate for months with no money coming in.  Hopefully, our government’s relief packages will come quickly and stabilize the economy.

Samir Husni: What message are you communicating with your employees and clients?

Thomas Whitney: The message to both our employees and our customers is the same.  DP&L is still alive and well.  We will do everything within our means to help you during these challenging times.  Focus on your work and your families.  Most importantly, stay healthy.  This too shall pass.

Samir Husni: What makes magazines and magazine media relevant today?

Thomas Whitney: I think magazines are more relevant today than they’ve been in years.  We live in a world of social distancing.  A world without handshakes.  Most Americans are home and have been for weeks.  Who knows how much longer that’s going to last?  In general, Americans have a lot of time on their hands, and they need and crave entertainment.  The content that lures people to magazines, is desired more now than it has been in years.  People still love the products we produce.  They still want the connection they get from the printed piece.  And, probably now more than ever.   Especially if it show’s up in the mail.

 Samir Husni: Any additional words of wisdom?

Thomas Whitney: Focus on your content!  If your magazine has been devastated by this pandemic, use this time to create new and more relevant content with staying power.  Now’s the time to build your brand and strengthen the relationship with your audience. There is a tremendous amount of demand for everything right now.  Once businesses reopen, advertisers will be fighting to get the word out that they’re back in business, and they’re going to pay the most to advertise with the best.  And we hope you’re with Democrat Printing when that happens!

Samir Husni: And my typical last question; what keeps you up at night?

Thomas Whitney: The uncertainty of the economic damage that this pandemic has done to our economy, and ultimately our collective industry as publishers and printers.  However, I really try to not let things that are out of my control cause me to lose sleep.

Samir Husni: Thank you.