Jeff Bradford

WHAT DOES it take to be a cross-media company? Is it simply offering personalized URLs (pURLs) and e-mail messaging as an extension of variable data printing? By that definition, most digital printing operations would now qualify since those capabilities are all but standard. The real point of distinction is when variable data marketing campaigns are no longer standalone efforts, as they have tended to be, but are tightly integrated with a client’s overall marketing program. As users have become more experienced with the capability, they’re seeing opportunities in doing variable data campaigns (print, Web and e-mail) that build on mass media messaging via television,