Quebecor World Direct--Building Business, One Client at a Time
"As Dittler Brothers, we were the largest promotional games printer in the world," he says. "Now, as part of the largest printing company in the world, the amount of attention and support that we get from Quebecor World, the entire organization, is fantastic. We are sure to have a very bright future."
The last (but certainly not the least) of Quebecor World Direct's three product lines is Non-imaged Products. The largest of the three product groups, Non-imaged Products generates the greatest volume and profit for the company.
"Non-imaged, or non-personalized, products made up the backbone of the direct mail business up until 10 years ago," Barthen explains. "That's when the direct mail market started looking for a narrower, more demographic focus. With that was the advent of personalized products. And, since then, personalized products have grown at a tremendous rate."
While non-personalized products have grown at a "moderate rate" (when compared to personalized ones), Barthen says non-imaged products are still the backbone of QWD's operation, representing about 65 percent of the company's core business.
Encompassing an entire array of products—from order forms and bind-in cards to mail package components to directories and timetables—Barthen says Quebecor World Direct has seen steady growth in its non-personalized business.
Using its Non-imaged Products line, he claims Quebecor World Direct has been able to expand upon customers' requirements and has created a platform to educate them about the value of targeted, demographic mailings (which expands business into the Personalized Products line).
Barthen emphasizes that this should not sway advertisers from non-personalized products; this line does continue to see growth. However, he says QWD is structuring its business to allow itself to shift with the market as it changes. And, he predicts that the percentage of non-imaged to imaged products will shift significantly over the next five years.