Influence Business Customers

Management Graphics Inc. : Translating Technology Creates Expert Reputation

Commercial color printer manufacturer Management Graphics Inc. (MGI) was struggling to differentiate and benefit from a key technological advantage. MGI asked Padilla Speer Beardsley to break through the confusion and use MGI Rastor Image Processing (RIP) technology to create demand for its Jet Stream printer among quick-print shops. To guarantee the accuracy and effectiveness of an MGI byline for trade publications, PSB talked directly with a dozen quick-print decision makers. Learnings from the interviews shaped the questions in a Q&A format, placed with a pair of key magazines that positioned MGI as a leading expert in a leading technology. When the article appeared in Instant and Small Commercial Printer, franchise company PIP Printing purchased and distributed reprints to its 500 franchisees.