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Thaddeus B. Kubis

Converging Technologies and Print

By Thaddeus B. Kubis

About Thaddeus B.

Thad has developed The Institute For Media Convergence (, into a leading Media Convergence research group and NAK Integrated Marketing Inc., ( an internationally known, integrated marketing resource utilizing emerging technologies linked to print.

Questioning My Media Convergence Logic?

Why not. I question everything, including myself.

If you don’t believe that media convergence is on the rise...the way of the future...the pathfinder of pathfinders...then take my simple test.  

Grab a notebook or paper pad—lined or not, its your choice—heck, you can even use your iPhone, iPad, Blackberry or Droid. Each day, or every few days, note the media you review, consume, read, use and even what media you create.

Think about it. Where do you get your news? (Did you track the rescue of the Chilean miners from one source only, for instance?) How many times a day do you check for the latest news updates? How do you communicate with your family, friends and business associates?

What about your phone. What type of device (smart or not) do you use. Do you own an iPad?

After a few weeks, look at what you noted and think about how you once gathered news, data and information, then ask yourself what has changed. What I am sure you will start to see is your process of gathering information changing from one, perhaps two, sources to multiple sources. Once consisting of a major broadcast and a print source, hours and, in some cases, days apart, the entire media process is now becoming a continuous stream—a single chain of communications and media, converging to one defined center point.

What is the center point? You! Or perhaps more precisely, your wallet.  

What does this have to do with printers? Well, just about everything.

In an “On The Beat” article published in the October issue of Direct Marketing News, Dianna Dilworth states, “You cannot argue the importance of a good digital (online) marketing effort, but some marketers (a growing number) have turned to ‘more traditional’ (offline) technologies to drive campaigns.”

Get it? You the printers are now—yes now—being included as part of the chain of communications. No longer are you or your craft being excluded, barred. No longer is the quarantine flag being waved in front of your shop. It is a new awakening, a new day. You are now being told to get back on the horse and ride into town...a new sheriff is on the way and it is called media convergence. You can and should be the deputy.  

Don’t get too excited; you need to be part of the media convergence experience. In some cases, that may be more then you expected, but you can—no we can—do it together.

Next blog, controlling the chain—print delivers and drives the sale. Print is media convergence 101.

Do you see the link to print?  Share your thoughts in the “Comments” field below or e-mail me directly, and I'll be happy to provide my spin on the topic.

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