DIGITAL digestSeptember 2003
2) Embrace new technology. Four-color, variable-data printing is just the starting point, Hackett argues. Using e-mail messages in combination with printed direct mailings can dramatically boost responses, for example.
3) Create new revenue streams. Variable content, full color, better image quality and production flexibility can be exploited to reduce costs and/or offer revenue opportunities—if users fundamentally rethink their communications, Hackett says.
4) Invent new partnerships. Non-traditional communications, such as motor vehicle registration programs, can provide marketing opportunities because of their targeted audiences.
5) Be a strategic applications specialist. Operational costs can be turned into sales revenue. Adding marketing messages to billing statements is the classic example, he concludes.
NexPress Unveils Programs to Educate Print Providers
ROCHESTER, NY—NexPress Solutions LLC is launching a new series of programs that's designed to help commercial printers take full advantage of the potential of digital color printing. According to the company, the training sessions and consulting services are intended to help press operators, print designers and print buyers gain additional skills and knowledge on topics such as variable-data printing, Web-to-print fulfillment, database development and workflow productivity.
The first program to be offered—"FastStart VDP Solutions"—focuses on variable-data printing (VDP). The two days of training are provided on-site at the press user's location and covers topics such as preparing and managing VDP projects, workflow, and database and mailing requirements. It is available immediately in North America. (www.nexpress.com)
Screen (USA) Launches Print Ordering System
ROLLING MEADOWS, IL—Screen (USA) has unveiled Eorder, an online system designed to automate and streamline the print-ordering process. The turnkey software application allows printers to incorporate Web-based document customization, ordering and content approval into their existing systems.
Via a secure Website, authorized customers can place orders using a browser interface. Information about current and previous jobs can be accessed and sorted, facilitating accurate reordering of printed materials, the company claims. The system supports the designation of multiple printer sites, as well as multiple customers, with e-mail job status notification to users.
Job templates are provided in QuarkXPress for both PC/Windows and Macintosh platforms. Print buyers also can preview PDFs of individual jobs for online editing and content approval. Approved orders are output as print-ready PDFs. (www.screenusa.com)