The Adobe-FedEx/Kinko’s Non-Event Concludes Uneventfully

August 1st, 2007

The news reports are trickling in tonight regarding today’s prepared statement from Adobe, served with a heaping helping of humble pie, announcing that it will remove the “Send to FedEx Kinko” button and menu option from the 8.1.1 update of Acrobat Reader, planned for an October 2007 release.

The printing industry is tonight dancing on its presses, tossing its righteous indignation into the recycle bin, and praising Adobe for its responsible response.

Joe Truncale, who runs the respected printing trade group the National Association for Printing Leadership (NAPL) is quoted as saying “We’re pleased that Adobe was responsive”. Clearly this was a mistake, and Adobe admitted that. I haven’t seen Adobe’s statement, but more likely the phrase should be “and Adobe implicitly admitted that…”

Michael Makin, who runs the larger printing trade organization PIA/GATF noted in a press release that “We recognize that the company must have had to move mountains to retreat on its position, and we commend Adobe for its swift action;” they have clearly restored confidence in our long-lasting partnership.”

For a provocative and amusing counterpoint to how printing companies were handling this “outrage,” check out my friend and colleague Gene Gable’s column on

The summer storm has passed. The only recorded injuries were to pride (and, I imagine, corporate relations between Adobe and FedEx).