Variable data digital printing is important part of cross-media communications.

By Noel Jeffrey

According to Bischoff, the first mailing was a highly designed, personalized newsletter that went to 850 marketing decision makers and CEOs. The chance to be entered in a drawing for an Apple iPhone served as the incentive to fill out the information requested. “The response rate for this phase was 30 percent,” he reports. “The second phase was a mailing of 2,000 to agencies and designers, and we’re getting 50 responses per day.”