As we sat in the Buyer Brainstorming session last week, during the Print Buyers Forum that I chaired at PRINT 09, I was reminded of something really important.

"This," someone said, gesturing to encircle the whole gang of us, "this is social networking." It needed to be said. We're so hot on chasing new media that we forget the benefits of old traditions - like talking face to face, sharing ideas and airing common challenges.

Over two days I moderated discussions among print purchasers (and a few very smart print providers, who knew the value of being where their market was).

As much as I like presenting, I like listening to print buyers even more. They inform me. They inspire me. They educate me. They surprise me.

Here are just 14 things I learned from these particular buying professionals at the Print Buyers Forum:

1. The difference between print brokers and print management firms is not at all clear.

2. Although cost issues are a priority (not the priority) to buyers today, loyalty to one's preferred vendors is still alive and well - especially in a crunch, when fast turnaround is crucial.

3. Buyers want information about how to get branded web sites that enable online (web-to-print) ordering of a variety of printed materials. (If you offer this: get the word out.)

4. There's still a very wide range of experience and print buying knowledge out there.

5. Print buyers work in a vacuum much of the time. That's always been the case and it hasn't changed much.

6. There's not one particular production management software that a majority of print buyers use. Most use their own home-grown app, actually.

7. Now is the time to impress your boss/bosses with the demonstrable value you bring to your organization.

8. It may not be a full-out 'trend' for corporate buyers, but the importance of getting involved with your firm's marketing team comes across loud & clear, over & over.

9. Print buyers are interested in learning about new electronic media that can complement or be integrated with print materials.

10. It's a difficult time for print buyers to get approval (and funding) for getting out of the office to attend professional development events.

11. Corporate buyers have a lot of power - still. They generally have the final say in where to source print.

12. Print buyers are usually responsible for sourcing a lot more than print.

13. Printers still do a poor job of fully promoting all they can do for their customers.

14. The average corporate print buyer is bright, articulate and interested in professional development.

There's no way I could have gotten this insight and so much more from tweets and LinkedIn posts and Facebook entries. The collective knowledge, wisdom and information coming from a live group can't be duplicated online. One comment, one question, leads to another and another and another. The discussion takes off in a new direction. Pretty soon, we're discovering answers we didn't realize we needed and getting inspired in ways that we can apply once we're back in our offices.

You had to be there. Hats off to these interesting print buyers!