“Print is a very effective format for us,” says Roots. “We are selling an experience and it’s a great way for our designers to tantalise the public with vivid images, showcasing our latest shows.”

“We choose printers on the basis of price and quality, but personal experience is also a significant factor,” he adds.
“A good quote might give a new printer the chance of doing a small job, but we always end up squeezing the timescale. This means a flexible and reliable printer that we have a good relationship with is very important.”

All of Young Vic’s work is printed in the UK, using litho and digital, by Augustus Martin in London, Principal Colour in Kent and Northamptonshire-based Impress.

Last year, 510,000 flyers, 1,000 A3 and A4 posters, 400 A0 posters, more than 1,000 28pp programmes and a 70,000-run 32pp season brochure were rolled out.

“There’s always the possibility of mishaps. Fonts, images and so on not being converted properly, or artwork and proofs taking too long to arrive. It’s about communication,” he says.

Asked how the printing process could be improved, Roots adds: “It tends to be our suppliers that tell us what we could be doing differently, or better. As a company, we are always learning and improving.

“Print is our primary method of communication with customers, potential or current. I think print will become more personalised, but I see no immediate end to a company like ours needing it.”