Quebecor World Direct--Building Business, One Client at a Time
Rise of The Mega Facility
To meet the needs of its direct mail market customers, and meet them all under one roof, Quebecor World Direct created a new Mega Facility in Illinois, affectionately known by Direct division employees as the Effingham facility. Scheduled to be fully operational by summer's end, the 600,000-square-foot facility is packed full of the latest in prepress, press and finishing equipment, including:
- A Creo CTP system;
- Six 8/11-unit, double-web, dual-drive presses with in-line finishing;
- Eight 8/9-unit, double-web, single-drive presses with in-line finishing;
- Two off-line finishing lines;
- Scitex imaging capability; and
- Full lettershop service with 28 inserters, 18 flat cutters, 14 MBO folders and a post office.
"Our customers want value-added services," says Chris Locker, vice president of Personalized Products. "Printers have to be able to provide these services, the value-addeds; they want more than just printing. Our Mega Facility will provide these value-added services that are being required by customers who want to reduce their supplier bases, and want everything done by one company, under one roof."
(A Brief History of Promo Games)
A promotional game is a promo that drives consumers to purchase; it should not be confused with the "lotto ticket."
And Mark Davis should know. Former part-owner of Dittler Brothers (now part of QWD), Davis has participated in the growth of the promo game market since its infancy in the early 1960s. Then, his primary contest clients were gas stations and grocery stores.
At the time, the material used to conceal the image on a game piece was removed via a moist tissue, which was messy. Davis says customers wanted something better. So, in the mid '60s, the company invented a removable latex coating, which is commonly referred to as "scratch-off."
The number of customers and variety of game-play formats grew in the 1970s and, in 1973, Dittler Brothers produced the first state lottery ticket using scratch-off. Business continued to grow in the '80s, with the bulk of the customer base becoming quick-service restaurants. It was the unique needs of the fast food industry—to have game pieces attached to food packaging items, i.e., cups, bags and sandwich boxes—that led the company to another innovation: the promotional game label (which, for the first time, says Davis, incorporated fully variable, computer-generated imaging).