Q&A Tom Quadracci — Rising to Challenges
Clients use the time saved to improve their businesses, whether it be modifying catalog product pricing, extending ad close dates, or refining creative and editorial. As far as the printing industry, the initiative enhances the value and long-term viability of print.
We’ve condensed cycle times by automating and integrating all aspects of our manufacturing process—from division to division and plant to plant, and with our clients. Throughout Quad/Graphics’ 31-year history, we have chosen to grow through focused, internal expansion, rather than through acquisition. As a result, our plants are identically equipped and identically run.
Truly, we are one company with one integrated technology platform sharing one seamless manufacturing process across our network of plants.
We’ve automated and integrated our operations with our Smartools, a series of online, real-time information management tools. Some tools facilitate interaction among our employees for the purpose of planning and producing clients jobs as quickly as possible; others simplify the exchange of information and files between clients and us. With Smartools, we can deliver better print quality in less time while lowering the cost of production.
PI: In which market segments did Quad/Graphics thrive this year? Which were most challenging?
Quadracci: Quad/Graphics is thriving in catalog and direct mail markets, thanks to our ability to provide one-to-one marketing solutions through personalization and selective binding and insertion. Essentially, we have become an extension of our clients’ marketing departments, offering customers a cost-effective platform for the mass production of customized mail pieces. Our clients win with perpetually advancing customization capabilities, but at a reasonable cost because of our highly productive equipment. For example, one cataloger realized a significant increase in response after introducing a personalized message and individualized offer on the cover. In fact, some test segments reported a response rate of 18 percent—proof positive of the power of our personalization capabilities.