Print in the Mix
iProspect Search Engine Marketing Integration Study
(Commissioned by iProspect.com Inc. and conducted by JupiterResearch)
The August 2008 survey of 289 search engine marketers sought to understand how search engine marketing integrates with off-line marketing channels. It attempted to reveal the specific search marketing and integration techniques in use and to identify obstacles to the integration process.
Top-line results showed that more than half (55 percent) of search engine marketers report coordinating or integrating their efforts with at least one off-line marketing channel. Of the 10 off-line media options, print media is the channel most frequently used (direct mail 34 percent, newspaper/magazine ads 29 percent), with TV/radio ads following at 12 percent each.
The study notes that, “despite the demonstration of the power of integrating search and off-line channels,” nearly half (45 percent) of search engine marketers do not integrate their search marketing efforts with off-line channels. The reasons given are:
• Don’t advertise in off-line channels — 24%
• Lack of budget — 19%
• Lack of human resources — 15%
• Didn’t think of/consider the option — 13%
• Lack of senior management buy-in/initiative — 11%
• Separate people manage off-line/SEM channels — 11%
• Don’t see benefit of coordination/integration — 9%
Take Away: 45 percent of search engine marketers who do not integrate online with off-line marketing are missing the opportunity to take advantage of the off-line behaviors of search engine users. Direct mail, magazines, newspapers, TV, radio, etc., are channels that drive users to go online, search and to make a purchase.
To read the complete Print in the Mix research summary and additional print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
GPO Chief of Staff Is Honored
WASHINGTON, DC—The U.S. Government Printing Office’s (GPO) chief of staff, Maria Lefevre, was honored by the Stevie Awards for Women in Business for her accomplishments at the agency. The awards honor women executives, business owners and entrepreneurs for making a positive impact in their professions. Lefevre, the first female chief of staff in the 150-year history of GPO, took executive of the year honors, as one of the top executives in public and private sector organizations worldwide.
Edison Holds Large-Format Seminar
NORTH BERGEN, NJ—Edison Litho & Printing held its first seminar to help its existing and potential customers—print buyers, ad agencies, graphic designers and paper companies—learn more about its large-format printing capabilities. Attendees were given a tour of Edison’s facility, along with a working demonstration of the company’s two 81? KBA Rapida 205 sheetfed presses.
Several industry experts were on hand (pictured here, seated from the left), including Frank Romano, professor emeritus, School of Print Media at Rochester Institute of Technology; Greg Kestler, printable films manager for GPA; and Chris Travis, director of technology for KBA North America.
Seminar topics included the potential of printing large-format jobs on different substrates, as well as the intricacies of running the largest press in the world.
The Digital Solutions Cooperative (Dscoop) has added two new members to its board of directors: R. Craig Curran, general manager of strategic solutions, Nosco, Waukegan, IL; and Mark Sarpa, president, Progressive Solutions, Santa Clara, CA. In addition, Dscoop has named two individuals to advisory board positions: Rod Key, president and CEO, R and R Images, Phoenix; and Rob Seaver, vice president of business development, TAG Marketing & Recruiting, Franklin, TN.
The Printing Association of Florida (PAF) announced that Hans Wegner, vice president of production services at Washington, DC-based National Geographic Society, has been named the recipient of the 2009 Graphic Arts Leaders of the Americas (GALA) Award for North America. Wegner is responsible for prepress, manufacturing, quality control and distribution of National Geographic, as well as the organization’s photographic imaging lab. The GALA award will be presented at the 26th annual GALA Award Banquet and Reception in Miami in February.
At Wright Imaging Solutions, Portland, OR, Stacy Plamp has been named sales coordinator for the Transactional Services Division of Wright Enterprises Holding Co. Plamp is now responsible for managing all inside sales functions at the company’s Portland facility.
Mars Graphic Services, Westville, NJ, announced that Dick Gorelick, CEO of Dick Gorelick Associates, will provide expanded advisory services to the firm’s direct mail clients and prospective customers. The company also reports that it has retained Compass Capital Partners to provide advisory services for various corporate development and marketing projects.
The 2009 officers of PIA/GATF were installed recently. They include: chairman of the board, Ken Kaufman, president of Omniprint Inc.; first vice chairman, Bill Gibson; second vice chairman, Michael Keene, president and CEO of The John Roberts Co.; secretary, Laura Lawton-Forsyth, president of Lawton Printing and File-EZ Folder; treasurer, Hal Slager of Trico Graphics, who will continue his term; and immediate past president, Janet Green, CEO, Greens Inc.
Lianne Rogers has joined the sales team at Dallas-based Padgett Printing. She previously served as a sales rep with Henry Wurst.
The Mailing & Fulfillment Service Association (MFSA) has chosen Ken Garner as the association’s CEO and president. Garner served as president and COO of United Litho, an operating division within The Sheridan Group, and most recently as vice president of business development for Sheridan Magazine Services. He succeeds David Weaver, who served as MFSA’s CEO and president for 20 years. Garner served as chairman of NAPL and on the boards of various industry organizations. He also helped found the Print Council.