ROYAL IMPRESSIONS -- Getting With The Program
Brokering of offset printing services still accounts for about 30 percent of the business, the company president discloses. All of the work is sent out to partners in the trade. "I'm glad we never bought iron on the offset side of the business, since that business is not growing," he notes.
Once a printer—come graphic communications firm—gets into data and asset management services with clients, new opportunities can arise from that relationship, the industry exec contends. "A big part of our business is digital asset management," he says. "That puts us in a position to get involved in disseminating that material through other channels. There is tremendous potential for growth in repurposing."
As a case in point, DeSantis believes the explosion in use of wireless devices has created a big potential for targeted marketing applications. "There is real estate on those devices to which we want to target and send messages. That will be an application in the next year or two," he maintains.
PODi, the digital printing initiative, announced the 2004 winners of its "Best Practices" awards at the annual PODi Applications Forum in Las Vegas last moth. The recognition honors organizations in the U.S., Canada and South America whose digital print-on-demand strategies are best in class. Three categories of applications were considered: direct marketing, collateral management and transactional applications.
Of the 80 entries submitted for Best Practices consideration, only those that demonstrated measured results were considered, such as increased response rates or reduced waste. Entries also had to show relevant use of variable data and add value through automation to reduce costs, and use motivation to increase effectiveness. Projects using front-end automation to allow non-technical users to initiate a print run were preferred, since this type of automation would be a major driver of output volume.