Kathy Woodward, chief executive of BPIF said that she had detected a “new level of excitement” in the industry. BPIF noted that according to the voter turnout for the recent Police Commissioner elections, with no printed information sent to home addresses, was just 15%. Kathy Woodward said “I see innovation everywhere,” she added “We can de-myth the big data mythology and make cross-media work for our clients.” trough which she urged printers to help SME clients simplify their marketing plans. According to Kathy Woodward, people want to read something important information in their home clearly and honestly. This is where the industry can play an important role.