The new PRIMIR study “Trends and Future of Direct Marketing” examines direct marketing and in particular how printed direct marketing channels are performing in light of a host of new non-print direct marketing options. Email, websites, social media, and mobile channels, among others, all pose threats to print. The study addresses the impact of technology, economic and social issues, environmental concerns, postal rates, and demographics, as well as developments and differences in more than 16 key vertical market sectors. The resulting report reveals that direct marketing’s share of advertising expenditures has shown a strong upward trend over the past decade and continues to grow, accounting for nearly half of all advertising spending. Of concern to the graphic communications industry are non-print media such as Web-direct, email, mobile, and social networks, which have increased in importance and share.
EFI Connects With Connect
EFI completed its 12th annual users’ conference at the Wynn resort in Las Vegas with approximately 1,000 customers in attendance, a record number of partner sponsors, and 150 educational sessions. EFI also announced the 2012 Connect conference details – the event will return to the Wynn resort April 10-13, 2012.
Printers Advantage Gets New Name
PrintersAdvantage.com, Heidelberg’s website for small business printers, has a new name and address. Now dubbed Small Printing Solutions (www.smallprintingsolutions.com) the site is designed specifically for small printers as a single source for paper and consumables information. The site will feature the latest news, products for small shops, dedicated small business support, and an “Ask the Expert” feature.
New Magazine from NAPL
The masthead of [P]REVIEW magazine, the new flagship publication launched by the National Association for Printing Leadership (NAPL) identifies the periodical as “Your Membership Connection.” The new four-color quarterly publication features expanded coverage of NAPL member news and activities, plus a variety of columns by management experts and in-depth articles on key industry issues and trends. The premiere issue of the new magazine features a cover story on how to value a business accurately by measuring it according to marketplace standards, plus articles on achieving capital investment savings with pre-owned equipment, and the industry outlook for the remainder of 2011 as seen by representatives of several major industry suppliers.
Q: How can I make my mailing services environmentally friendly, and what benefits will that provide to my customers?
A: Eliminating the envelope is a mailpiece design strategy that may not only be environmentally friendly, but also reduce postage expenditures. Taking documents out of the envelope and redesigning them as letter-size booklets or self-mailers eliminates the material cost of the envelope as well as the labor to fold and stuff documents into the envelope. Further, since the weight of the mailpiece has been reduced due to the elimination of the envelope, it may be possible that the piece drops into a lower weight category and thus lowers the postage.
Since undeliverable as addressed mail can result in wasted material costs, labor, and postage, employing solutions to correct both the physical and recipient portion of the address makes good business sense. Using CASS-certified software to standardize the street, city, state, and ZIP, and an NCOALink solution to check for permanent change-of-addresses filed by recipients reduces the risk of UAA mail being returned to the mailer or discarded by the Postal Service. In addition to being environmentally friendly, these solutions maximize timely delivery of mailpieces.
By offering either or both of these strategies to your customer, you’re serving as a partner who is truly vested in their success.
Email your mailing questions to Sandra Long at Sandra.email@example.com.
UPDATE ON PEOPLE
RICK TAYLOR has been promoted to president and chief operating officer of Konica Minolta Business Solutions USA. Taylor will continue in his capacity as CEO of all of Konica Minolta Business Solutions USA.
STEVE HAMMERSTEIN has been named chairman of the board for franchisor ICED. He will retain his position as company CEO. MARY HADFIELD was named company president by the board of directors.
ANNA CHAGNON has resigned as CEO and president of Bitstream Inc. AMOS KAMINSKI, chairman of the board, will take over as executive chairman and interim CEO.
ANDREW GORDON has joined 48HourPrint.com as vice president of sales, marketing and business development.