When he was appointed as Preston manager last week, Darren Ferguson stated that he felt pressure to emulate his father, Alex Ferguson, who has been one of the most successful managers in the history of European football. Imagine then, the pressure he would have felt had he taken over from three successful forefathers rather than just one.

This is the position Robert Aldridge found himself in when he became managing director of Aldridge Print Group (APG). He is the fourth generation of his family to own the company, which was established in 1897.

Unlike many companies that have moved into print over the years, APG has been a litho printer "since the year dot". It originally supplied stationery, working under the arches in Vauxhall. As well as quill pens, the company had a platen press. The business has moved around south London, but never strayed too far from its current Mitcham location. In 1996, it moved there from Streatham, taking on the unit next door in 2001.

Aldridge has been with the company for 25 years as an employee and been a director for the past 20 years. His father retired 15 years ago, leaving him to take the company into the 21st century.

Initially, Aldridge carried responsibility for the entire business on his shoulders and admits that five years ago he was "doing everything". However, he has since put in place a solid management team to provide support. "The company is a lot less about me than it was five years ago," he says.

Expanding portfolio
Last year, APG made the bold move of changing its portfolio for customers and re-entering the B2 arena, an area the company had long left behind, as well as a move into digital print.

In August last year, APG installed a Heidelberg Speedmaster XL 75-5+LX, replacing a six-colour B1 press, this was followed by a Xerox DocuColor 5000AP and a Xerox 700 in November.

Aldridge says: "We had a meeting in the early part of the year. We asked ourselves the question of where the industry was heading. Run lengths was the main focus - they are obviously getting smaller.

"We have a good corporate client, which wanted us to take everything on. It was a wonderful opportunity, but we couldn't compete on price. So the decision was made to look at B2 and digital. By December we had B1, B2 and digital."
The move has paid off. APG's sales were up 30% for the first nine months of the year, while its customer base had become much broader.

Aldridge says: "Below B1 there is a higher gross profit - even though the unit-value is lower we are producing 300% more jobs, so we are far healthier for having the services there."

APG is set to continue its growth in 2010, with plans to double the size of its digital division, while also handling more cross-media work and increasing its use of variable data. As well as offering print to its customers, the company will be matching it with services such as email campaigns.

The company now sits on the verge of a major step-change, but Aldridge maintains that APG will stay true to its roots. He adds: "At our heart we are a print company, but you have to look at the cost of print. Data is crucial and it is about making data work for you, however that may be.

"We have that snappy modern side, so basically we are a new media business. It's just that we happen to have three or four digital presses. Behind the scenes we have a full selection of services."

All this has enabled APG to avoid getting involved in a price war with its customers. Aldridge adds: "We have worked very hard not to have to defend work on price. At the moment we are holding out quite well."

At this stage it is unclear if the next Aldridge generation will decide to step into their father's footsteps. But if they do, the current managing director has certainly put the company in the best possible position to move forward.

APG factfile
Established 1897
Location Mitcham, south London
Turnover £8m
Staff 58
Equipment includes Heidelberg Speedmaster XL 75-5+LX, Xerox DocuColor 5000AP, Xerox 700