Print media center

Printing Technology Creates Opportunities - What Will Drive Your Revenue the Next 3 Years?

Posted by Roger P. Gimbel, EDP on Jun 10, 2019 12:46:42 PM

There’s little doubt that printing companies are seeking opportunities to take the infrastructure, knowledge, and customer relationships they’ve cultivated over the years and apply them to new market areas. Surveys by organizations such as the Specialty Graphics and Image Association (SGIA) and Printing Industries of America (PIA) indicate such moves are key components of many print company strategic plans. A whole new industry conference, PRINTING United, has emerged to address this convergence of printing categories.

 Commercial printers are looking at packaging, sign printers are interested in textiles, and transactional printers are investigating wideformat (see the Gimbel & Associates blog Wide Format for Transactional Printers? Not as Crazy as it Sounds!).

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Topics: wide format, Print Media Center, news, convergence, Printing United, signage, packaging, personalized

Why is Data Still a Four-Letter Word?

Posted by Roger P. Gimbel, EDP on Oct 2, 2018 11:19:34 AM

Highly personalized and customized print communications that drive customer engagement have won awards and been featured in highly acclaimed case studies for decades.  Marketers have experienced response and conversion lift when they leverage variable data. This phenomenon has been documented many times.

Why are so few of these campaigns executed? Most direct marketing programs do not leverage the demonstrated power of data. What is it about variable data that keeps marketers from using readily available technology to their advantage?

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Topics: variable data printing, agencies, print buyers, Deborah Corn, Print Media Center, creative

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