No matter how you wish to describe print—as a legacy technology, smart print, dead technology, ink on paper, or the term I prefer “New Print”—it has a future. Perhaps this future is not a bright as it was, but to have a future at all in this world of high gas prices, lower consumer spending, stock markets up one day down the next, is, as I see it, a very positive statement.
If you have been a regular follower of this blog, you know I have been looking to redefine print for some time. Over the past 12 months, I offered several different definitions, none of which I really found to be "the" definition. So I decided to rethink the process and create, develop, conceive of a brand new characterization.
I now have what I think is the perfect definition (which has been adapted to include any move into a future of 3-D or 4-D printing, and much more), and that definition can be credited not only to me but to many other print-based executives I interviewed who have endorsed the end results of my efforts.
What is NEW PRINT!?
New media integrated with legacy media;
Engaging tool, establishing a dialogue;
Worthy of the prospect in quality and message, and offer.
Personalized messaging, relevant offer, content and imagery;
ROI, each project goaled to generate positive ROI;
Interactive across multi-media (electronic, Web, digital, offset, etc.);
Networked across educational, social and supportive new media;
Tractable, measured, and data captured.
What do you think? I and those who I interviewed all agreed that after some modifications to the previous draft, I hit it on the head. In future blogs I will discuss the individual components of this definition—line items, a few at time, but for now before I etch this definition in stone, I really want to know what you think.
By the way, this definition can be used for your new business needs, as well as to expand your “relationship” with existing customers. It is, as they say, a win-win, or New Print!
Good, bad, indifferent, on target or off target—let me know what you think.Need to think NEW PRINT for your business, rethink your existing marketing, brand and new business strategy, e-mail me at firstname.lastname@example.org or call me at (917) 597-1891.