Way back in the dim and distant past, when I was at school, it was an era when teachers would exhort pupils to put more effort into their studies by outlining a miserable future, thus: "What do you want to end up as, a binman?"

Cue tears from the classmate whose dad actually was in the bin lifting business.

This flashback reminded me of a conversation with a print boss who'd welcomed a party of school kids for a factory visit, only to subsequently overhear a teacher saying something similarly pejorative about printing to one of the striplings present. The horror!

Ok, I admit I have seen some pretty filthy, untidy print factories in my time. But on recent visits to companies of various different shapes and sizes I've been struck by how slick things look.

The kit looks great, for a start - just think about how modern industrial design has changed the way printing presses look. I still remember seeing Heidelberg's Speedmaster CD 74 for the first time, and thinking "wow".

And of course adherence to various quality, environmental, and lean manufacturing standards tends to have the added advantage of keeping things neat.

In fact, the other day I was chatting to a printer who has actually rearranged things on the factory floor in order to show off his slick new press (complete with flashing lights, I kid you not) to its best advantage. And why not? Customers love it, and it helps engender pride among the workforce.

Print is a tremendously high-tech business nowadays, and savvy companies are making sure their company image reflects that.

And if a binman can be a refuse management solutions professional, I don't see why a printer can't be a sales and marketing communications facilitator.