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May 25, 2005 -- Brad Lena brings an essential perspective for the discussion. And we have now many points of agreement. The point that Those print providers who survive the shake out can have less resemblance for their industry forefathers as they're going to, of necessity, be conversant in all of the digitally driven communications makes absolute sense. But, as they also correctly highlights, we all do employ a basic difference that he clearly articulates. He says that to me, printing. . .exists and then facilitate a transaction. In this instance, a transaction is defined as being a sale, a request, a mobile phone call, an internet hit, a reservation/registration, etc. There's undoubtedly within my mind that organizations that will effectively deliver mail/web integrated programs, especially with personalized URLs, will solve a pressing problem in the direct marketing industry. And as always, practical answers to practical problems result in success. But I question the long-term sustainability on the direct marketing industry in the present form. An industry that will it is known as a hit when 97 to 94 percent of their product goes directly into your waste stream isn't sustainable inside the long run. The exception is transactional printing based marketing. The statements are venturing out anyway. Everyone talks about their statement. It's the ideal time and energy to make a package. Even though printed statements and invoices are decreasing, the probability is that a small number of of those get into the waste stream. To me that's sustainable. Some with the latest buzz from the advertising world seems for being about building communities of interested buyers. And you can find some folks in existence that are claiming 70 percent response rates to ultra-targeted micro programs of lumpy mail. If those numbers can scale, we would sometimes be onto something. But on the whole, will even ultra-targeted mailings really compete while using transactional flexibility with the internet? But you take into account some non-transactional good reasons to print. The future looks bright. Some from the latest buzz within the advertising world seems to get about building communities of interested buyers. In that context, event marketing is receiving serious interest and budget. I think the advertising companies are praoclaiming that brands are designed within communities. And brands be important, not less, in a very an entire world of transparent product information. We all should carry out some hard thinking with what print can perform a lot better than whatever else. What better approach to leverage the city building effects associated with an event as compared to follow-up personalized print items? Think on the charity dinner. A week following dinner each participant gets a manuscript, with herself and her friends about the cover. And naturally, the personalized URL follow-up for your continuing conversation. Now that's cool and may 't be easily replicated in other media. My argument is all of us should carry out some hard thinking by what print is capable of doing much better than everything else. And depending on those understandings, give people access on the tools which allow these phones fit print into a consistently changing communications matrix. Michael Josefowicz Special Projects Director Communication Design Department Parsons School of Design ,<a href="http://printing-in-china.com/paper-gift-printing/">white wrapping paper roll</a> <a href="http://printing-in-china.com">postcard printing</a>
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The TechWeek conference brochure and registration information can be obtained at http://www.idealliance.org/downloads/idealliance-techconference-program-2012 or www.idealliance.org. Or, it is possible to contact Steve Bonoff at (952) 896-1908, or sbonoff@idealliance.org. ,<a href="http://printing-in-china.net/office-supplies.html">Office Supplies</a> <a href="http://printing-in-china.net/box-printing.html">Box Printing</a>
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