Yesterday morning I listened in on Quad’s first quarter 2025 earnings call, hosted by Quad Chairman, President, and CEO Joel Quadracci and CFO Tony Staniak. As highlighted in its latest financial results, the mega-size, Sussex, Wisconsin-based printing conglomerate continues to evolve beyond its traditional printing roots into an integrated marketing experience (MX) company, where offset and digital print output is just one arrow in its quiver. Navigating the long highway to reach that reinvention destination, though, is filled with road hazards and potential detours.
The latest bump in the road has been the tariffs initiated by President Trump, which have raised prices on imports and, even worse, created supply chain and pricing model uncertainties. Marketers, like Wall Street, dislike uncertainty, especially when it comes to executing their promotional campaigns.
Quadracci pointed out that Quad itself has limited direct exposure to the current wave of tariffs — but its customer base certainly does. The paper Quad imports from Canada and the books Quad manufactures at its plants in Mexico for U.S. clients are both exempt from tariffs due to the United-States-Mexico-Canada (USMCA) trade agreement signed in 2020.
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