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DIGITAL digest

January 2011
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A true card factory, MGI's JETcard requires a single operator and reportedly can replace up to five pieces of equipment typically used in the plastic card production chain: a lithographic press, collator, laminator, diecutter and printer for encoding/personalization.

Along with its significant floor space savings, the eco-friendly system also eliminates waste (ink, plates, screens) and harmful emissions (solvents and chemicals), while reducing the overall electrical consumption compared to traditional card production methods.

Print's Evolving Role for Content Creators, Agencies, Brand Managers

NEW YORK—As one of the primary sponsors of the inaugural Media Evolved (ME) Conference, recently held at the Metropolitan Pavilion and organized by Advertising Age, Eastman Kodak ensured that the print medium was not forgotten in a program filled with speakers who discussed emerging ways that marketers, content creators and brand owners are reaching and interacting with their target audiences, increasingly through social media.

In a presentation entitled "Engaging the Channel of Me," Leslie Dance, Kodak's director and vice president for brand marketing and communications, spoke about the relevancy of one-to-one communications and reaching people through their preferred medium.

"Marketing no longer owns the brand; consumers own the brand. Engage me or lose me," she told the nearly 400 attendees. Naturally, the sophisticated personalization capabilities of Kodak's Prosper, NexPress and Versamark digital press platforms fit well into today's one-on-one marketing concepts.

A few observations from other session presenters included:

• Nick Brien, CEO of McCann Worldgroup, said companies that control the content will enjoy the lion share of the revenue.

• Denise Warren, senior VP and chief advertising officer for the New York Times Media Group, related how her 159-year-old institution is integrating online and printed content. Warren admitted difficulty in dismantling the silos of print and online, and in meshing the differences that exist between journalism and technology.

"But, the old guard can become the vanguard," she pronounced.

• Gideon Litchfield, deputy digital editor at The Economist, described the iPad as a "lean-back," leisure device that's being used for reading more on the weekends.

He noted that The Economist is trying to reproduce that lean-back experience for its e-tablet readers—like reading a book vs. an interactive magazine. PI


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