Archive for June, 2010

New Media Means… New Ways to Reach Customers

June 3, 2010

The term old media and its companion legacy media refer to traditional ways of communicating with customers. Printers are generally considered to be part of old media, along with other paper-based industries like newspapers, magazines, and books, as well as radio, television, and movies. In contrast, new media is digital and includes the Internet, websites, and most computer-based forms of communication.

New media is exciting because it brings new tools to the process of communicating with customers – tools like full color printing, highly personalized sales messages, and interactive outreach – as well as empowering prospects and customers to quickly and easily find reliable information about products, services, and vendors.

In this issue of Printips, we present an overview of ways we can help you take advantage of new media to communicate with your customers and prospects. We recommend that you add these to your sales and marketing activities rather than replacing what you are already doing. This is because we firmly believe that new media is not replacing old, but adding to available communication possibilities.

Printing, Paper, and the Environment

June 2, 2010

Thoughtful use of the earth’s resources and protection of the environment may seem like an odd topic for a newsletter written by a printer. After all, printing requires paper, and the paper industry has been criticized for destruction of forests, water pollution, and other anti-environment actions. Printed advertising mail is portrayed as a nuisance to those who receive it and cited for adding to landfills. Even e-mail messages are critical of print – you may have seen this tag line as part of an e-mail signature: Please consider the environment before printing this e-mail.

Is printing really the environmental evil its critics assert? Should businesses and individuals adopt a policy of eliminating hard copies of documents and using only e-mail and digital media for sales and marketing outreach? Or are there other considerations that will allow businesses and organizations to continue to use printing and still be good environmental stewards?

The Value of Print

June 1, 2010

Much is being made today of the decline of printing. Newspaper and magazine subscribers are dwindling; e-books are gaining in popularity; online advertising is replacing print; and printed products are being assailed as environmentally unsound. So does printing have a future? Does it have a present?

We say unequivocally: yes.

Businesses and organizations know that printing is not about the ink on the paper; it is about the target audience’s reaction to it. As author, journalist, and marketing consultant Cary Sherburne says, “It is not about print; it is about the most effective way to achieve the business objective associated with any given customer communication or campaign.” Print is not dead or dying, though it is changing.

In this issue of Printips we’ll share with you why our outlook on print is so positive.