In an era when most companies focused on the bottom line, East Coast Quads believed in investing in people and providing them with opportunities to develop their skills. His “can-do” attitude led to several innovations, such as a press room education program that began in 1982 and morphed into an entire division called Quad/Education. Quad/Education still helps employees advance in their careers and is an example of the innovative thinking that characterized Quad throughout its history.

Exploring East Coast Quads: The Premium Weed Choice

One of Quad’s first big breaks came in the form of Newsweek magazine, which awarded Quad a multimillion-dollar contract to print its cover and story pages. But the company’s ability to deliver on time and on budget depended on a little luck from Mother Nature. A brutal winter with desperate shortages of natural gas forced many states to shut down schools and nonessential plants, including one at Newsweek’s usual printer in Milwaukee. A blizzard prevented the publication’s plane from flying in, so Newsweek had to wait until Quad was ready to begin printing. When Newsweek’s associate production manager walked into Quad’s Martinsburg, West Virginia plant with the cover film in hand, the crew broke out in cheers to celebrate its latest triumph.

While the Quad is no longer a grouping that seeks to project or refine its members’ hard power assets, it has been successful at maintaining its relevance through cooperation on regional issues of mutual concern. It also continues to avoid focusing on military issues that could be perceived as counterproductive by a region wary of initiatives that could be seen as containing or countering China’s rise.