Mailing and Cobinding
Every few years the cost of mailing goes up thanks to a rise in postage (See the PRIMIR study entitled The Effect of Postal Reform on the Demand for Print: 2007-2010 for more information on this topic). Customers noted that each rise in the cost of mailing sees a small dip in the mailing rate, something that quickly rebounds. The fact is the effectiveness of direct mail campaigns remains constant no matter the cost.
Where in-depth interview respondents hope to see a bump in revenue is in the new products they can offer to feed the need for mailing personalized pieces. Most are looking to add inkjetting to their bindery lines in order to easily address mailing pieces. What’s more, many are interested in advanced sorting and collating machines. These machines can cobind pieces to create personalized mailers, not only for creating packaged pieces that are a combination of different pieces sorted into a single envelope, but also for personalized perfect bound books that have one or two additional pages that can be easily inserted into the final product. The goal is to offer personalization down to the address level.
Replacing the Old
As stated earlier, many printers seem content to buy used equipment for the bindery when they have to have state-of-the-art new technology in the prepress and press departments. Intuitively this doesn’t make sense, and illustrates that NPES members need to do a better job of promoting the benefits of new bindery equipment. Salespeople need to be able to explain the financial justification for replacing older equipment. Increased productivity of newer equipment may allow replacement of multiple older machines with one new one. However, the desire for redundancy may remain as business owners are unwilling to rely solely on a new machine that could wreak havoc with production schedules if it breaks down.