At the PRINTING United Expo Media Day, Jack spoke with Joshua Carruth, Senior Vice President of Membership at the Printing United Alliance, who detailed the organisation’s strategic mission to unify the diverse and fragmented graphic communications industry.
Joshua explains the Alliance was born out of necessity, replacing an “alphabet soup” of too many associations. Through a series of mergers, the Alliance has built a “much bigger tent,” representing commercial, wide format, apparel, distribution, and standardisation segments. This convergence provides a single, powerful voice for the industry, which is crucial for advocacy and influence on regulatory and legislative efforts.
For members, the value proposition is threefold: networking, protection, and education. The Alliance enables peer-to-peer networking across print segments, helping members find partners and fulfil outsourcing needs. Furthermore, the Alliance’s advocacy efforts protect the ability of both domestic and international companies to sell into the US market.
Education is a cornerstone of membership. Joshua highlights the iLearning platform as a phenomenal resource for quickly and cost-effectively onboarding new staff into the industry. He emphasises that the goal is to create advocates, not just members, and the best way to communicate value is not by listing 150 benefits, but by asking, “What keeps you up at night?”
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