Director of Special Projects, Steve Sutherland, reflects on what makes Print Street so important to the print industry and how IPC Media are revolutionising the way it publishes content. The invitation to speak at this year's Print Street stemmed from IPC Media's 'Inspired Conversations' project which allowed it to interact more closely and intimately with its clients. Sutherland outlines how over the years IPC has realised that its relationship with clients is as important as its relationship with audiences. Sutherland explains that IPC Media has really focused on getting to know its audience and clients more closely and as a result has been able to develop a much richer relationships between them which is mutually beneficial. "Client partnerships are not just about education, you are not just telling you are listening too" says Sutherland. He explains how successfully creating compelling content with a client from the genesis of an idea to its delivery is much more about a meeting of minds. Part of our relationship with Print Street is to inform people that we are ready to have those conversations explains Sutherland. As director of special projects Sutherland has the ability to work across any brand at IPC Media whether it is researching audiences, working with the brands to create content for clients or looking at areas for development. "All our upcoming projects are exciting because they are all about brand development", exclaims Sutherland. "The advantage and disadvantage for us is that we are a huge publishing house where every brand started life as a magazine, we are constantly working on getting away from the paper product being at the heart of the brand. We are now going beyond brands looking at content that can be created for multiple audiences and not being hung up on any certain brands in particular." Sutherland believes that only good can come from Print Street as it brings everybody closer together, making it easier to meet clients objectives.

• published: 25 Sep 2013
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