SPECIAL REPORT -- The State of Web Printing - A Web Offset Visionary

By Kristen E. Monte

The Harry V. Quadracci VISION Award, presented by the Web Offset Association (WOA), is awarded to a heatset web offset industry executive who has become a dominant force in shaping the business of heatset printing. William F. Hogg Jr., this year's VISION Award winner, has gone far beyond executive-level duties to make significant changes, not only with his company Valassis Communications, but for the web offset industry as a whole.

Hogg is executive vice president of manufacturing and operations for Valassis, headquartered in Livonia, MI, and a member of Valassis' executive committee. He began his career in the graphic arts industry while in college, working for a small sheetfed printer. Hogg graduated from Eastern Michigan University, Ypsilanti, MI, in the 1960s with a degree in the graphic arts, and went on to teach graphic arts at the high school level for the next couple of years.

A Marketing Mindset

In the 1970s, he went to work for a marketing company, Marketing Corporation of America, Westport, CT, which is where he had his first exposure to web offset printing. The company had a business relationship with Valassis and, in 1979, Hogg joined Valassis in the sales support department. During his 26-year tenure with Valassis, he moved from sales to operations to manufacturing, culminating with his present-day position as executive vice president for the company.

"I have worked in all areas of the business, but I most enjoy the operations and manufacturing end," says Hogg. "We've grown from a 120 employee, two press, single plant operation to a three plant, 4,100 employee company with operations in eight countries."

Valassis, which ranked number 10 on the 2004 Printing Impressions 400, reported an estimated $1.04 billion in annual revenues for its most recent fiscal year. This is a long way from Valassis' annual sales of $26 million when Hogg first joined the company. Hogg attributes much of the company's success to its break from traditional operating practices.

"Valassis started using robotics in the 1980s to palletize products and for automated delivery of paper. We continue to use it in our facilities every day," Hogg says.

The processes of robotics and automated wire-guided vehicles for paper roll delivery were introduced after he helped establish Valassis' second printing division in 1983 in Durham, NC. He notes that it changed the way traditional staffing on the presses was handled, adding that it brings the manufacturing and operations process together, creating more efficient usage of its workforce.

"We look at the printing process as a manufacturing process, which is a little different than what is traditionally done in the industry," adds Hogg.

Attention to the performance of its equipment, along with the strategic handling of manpower, is something that Hogg considers to be among his greatest improvements during his tenure at Valassis. With assistance from the automated paper delivery, press labor is kept at a minimum number, which leaves more employees for the operations process.

"The company has 400 employees in our operations marketing services department, which is a bit uncommon for the industry," says Hogg. "They serve our customers by ensuring proper execution of the operations."

And the proof of this process' worth is in the enormous growth Valassis has enjoyed over the past 26 years. Valassis boasts 25 production and manufacturing facilities and sales offices worldwide. The company provides newspaper advertising and inserts, sampling, direct mail, one-to-one marketing programs, coupon clearing, as well as consulting and analytic services. Customers include consumer packaged goods manufacturers, retailers and direct marketers.

According to Valassis, it is the only company that can integrate promotional advertisements at the market, neighborhood and household targeted levels into a single marketing campaign. "We offer 18 different products and services to customers, providing a large array of solutions," he adds.

Hogg is responsible for the company's three printing facilities, its operations division and Valassis Promotiones, a fulfillment company based in Mexico. He has also played a key role in the division's 80,000-square-foot expansion in 2001 along with the addition of three high-speed MAN Roland presses in 2001, 2002 and 2003.

His job duties include creating a strategic relationship with customers, making sure that the manufacturing process and procedures are working, and helping to determine company strategy. He has also had a hand in the development of industry research and best practices to progress the web offset industry.

"Flint Ink manages our consumables in the pressrooms. We do research in the areas of technical product development—pushing the limitations of the equipment regarding press speeds, waste, quality and productivity. We also work with Abitibi Consolidated to aid the industry with information pertaining to the use and running of supercalendered paper stocks," he explains.

Hogg takes his role as an executive seriously, not only pushing Valassis further, but also the web offset industry as a whole. He served on the board of directors for WOA for 11 years, from the late 1980s through the 1990s. During that period of time, the WOA made a transition to focus more on management and leadership issues.

"The WOA serves as a bridge over the industry to share the experiences, successes and failures of numerous companies," says Hogg. "Member companies are able to share ideas and build relationships across the industry, which serves everyone involved."

According to the WOA, the VISION Award honors industry pioneers whose hard work and determination have created a vibrant, growing and changing industry. Hogg has showcased this spirit by following his company's own vision of innovation and marketing solutions for its clientele.

Awards by the Armful

His vision has also assisted in Valassis' winning a laundry list of awards, including Fortune's "100 Best Companies to Work for" for eight consecutive years, Business Ethics Magazine's "100 Best Corporate Citizens" list, and numerous Gold Ink Awards.

"I believe web offset will be around for a long time," says Hogg. "The need for mass and specialized printed products will be in demand for many years to come. Newspapers and magazines will continue; there will always be a niche for product marketing. Even though technology has changed, and continues to change the way we do business, the consumer still demands printed materials."

In his free time, Hogg enjoys fishing, golfing and working on cars. He is currently building a race car—a factory 5 model Mark II Roadster. Hogg and his wife, Nancy, make their home in Northville, MI, and are parents to twins Gretchen and William III.

"I feel very fortunate to work for a company that allows its employees to dream, and that respects their ideas," Hogg concludes. "I believe that is why I have received this award, because of Valassis' practices."