Let's take what we know from last year and start 2010 reenergized. I'm not suggesting we ignore the painful losses that rained down on the printing industry like a shower of sharp needles. I may be optimistic, but I am not naïve.

Instead, let's resolve to invigorate our careers, our businesses and our US printing industry so that we maintain relevance and add measurable, meaningful value to the marketplace and, in the case of print buyers, to our employers.

We can't turn back time to the heyday of commercial printing. It's not going to happen.

There are new media to master, if you're a buyer, and dramatic changes to undergo, if you're a commercial printer. Business communication trends dictate it.

The current battle cry of corporate marketers is "multi-channel marketing strategy - or off with your head!" We know what this means. We must be flexible and nimble, willing to learn new skills no matter how entrenched we are in one field. We must be creative. We must take several giant steps forward…and we must do so quickly.

Personally, I'm excited. Learning about new media and testing them out in my own small business is fascinating. I like the challenge, even though it's scary.

While we print customers need to keep up with new printing technologies (some things never change, folks), we also need to keep learning new skills that our employers or clients demand of us. The particular skills you need in 2010 and beyond will vary, depending on your job, your personal interests, and your career goals.

My role as founder of a print buyer organization, publisher of a weekly column, consultant to the industry, and public speaker, is to help keep you informed about the changes occurring in the industry, in the print buying field, and in the new media that are impacting us the most. By "us" I mean professionals in printing and print buying.

You could say I'm a printing trends spotter and reporter. While others specialize in technology, I focus on the relationship between printers and their customers, the career challenges and growth potential for corporate print buyers, and identifying ways to iron out the wrinkles in the printer-buyer partnership.

My Print Tips in 2010 will reflect this. I won't abandon writing about printing basics. But current career challenges for printers and buyers, coupled with massive changes in marketing communications trends, make for a living-room elephant that's way too big to ignore.

Let's deal with it, and let's move forward.