NOVEMBER 2010 | VOLUME 48, NUMBER 11
Digital Printing Hits the Fast Track Print Firms Enter New Markets, Boost Sales PAGE 20
Variable Data Printing: Getting Personal PAGE 28
QR Codes: What Works, What Sells, What’s Next PAGE 36
PSDA Case Study: Keeping Success in Sight PAGE 52
Exclusive coverage of the printing industry from:
PRINT SOLUTIONS MAGAZINE November 2010
FEATURES PERSPECTIVES
04 EDITOR’S NOTE Making Connections By John Delavan
06 PRESIDENT’S MESSAGE Moving Forward By Bill Prettyman
16 PSDA PROFILE An Exciting Time By Amie Shak PSDA Executive Vice President Matt Sanderson shares with Print Solutions readers his 20 COVER STORY professional background and Digital Printing Hits the Fast Track insights regarding the future of By Darin Painter the association and the print distribution industry. As customers seek shorter runs, faster turnaround and powerful personalization, digital printing has moved from neat to necessary. Print firms with digital mindsets are growing sales and entering NEW MONTHLY EXCLUSIVE new markets. 52 CASE STUDY 28 Getting Personal Keeping Success By Katherine House in Sight Variable data printing takes digital imaging to another level, A savvy supplier and capitalizing on the capabilities of sophisticated software and innovative distributor join hardware to produce campaigns in which every piece can be forces to harness the different from the others. benefits of variable data printing to help a unique client – an optometrist. 36 QR Codes: What Works, What Sells, What’s Next By Heidi Tolliver-Nigro The potential uses for two-dimensional barcodes continue to 64 SPOTLIGHT grow, enabling distributors and others to add to their marketing Man on the Run arsenals. By Katherine House
42 Meeting Digital Demand with Web Storefronts By Amie Shak DEPARTMENTS Online storefront solutions build brand value for distributors and offer methods to complement face-to-face interactions with e-commerce efficiencies. 12 PSDA NEWS
46 Flexography Braces for Digital Tidal Wave 58 INDUSTRY NEWS By Ivars Sarkans Compiled By Frances Moffett Labelexpo Americas 2010 – one of the largest events worldwide for the label, web printing, product decoration, converting and packaging 64 ADVERTISER INDEX industries – reveals that while flexography continues to dominate in label production, digital printing systems are gaining ground. 65 CLASSIFIEDS
NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 3 EDITOR’S NOTE
Making Connections
Volume 48, Number 11 | November 2010 s the still-somewhat-new editor of Print Solutions, I’ve been getting up to speed quickly with not only PUBLISHER Matt Sanderson the magazine and the printing industry, but also with [email protected] the Print Services & Distribution Association (PSDA) 312.673.5822 andA its members. In only a few weeks, I’ve had the pleasure of EDITOR John Delavan [email protected] connecting with members in a variety of ways – via email and 312.673.4825 phone, and face to face via meetings at PSDA’s Chicago-based ART DIRECTOR William Wargo headquarters and site visits to member companies in the Chicago [email protected] area. (See the new PSDA News section, beginning on page 12, to 312.673.4991 learn more.) I’ve also spoken with many PSDA members during the recent Graph Expo STAFF WRITER Amie Shak and the association’s fall FOCUS events. That’s me in the picture below (taken at the [email protected] FOCUS event in suburban Chicago) with Fae Ochs, a longtime PSDA supporter from 312.673.4889 Dayton, Ohio-based Wilmer, a wholesale manufacturer to the trade that has been a EDITORIAL ASSISTANT Frances Moffett [email protected] document industry leader for more than 80 years. 312.673.5818 What have I learned from Fae and others in PSDA? First and foremost, these industry ADVERTISING SALES Dave Merli [email protected] leaders continue to look to PSDA – and to Print Solutions, its flagship monthly magazine – 202.367.1219 for tools, ideas and strategies to help them grow their businesses. They also want Ryan Abell leadership that reveals paths to growth in the face of challenging economic times and [email protected] 202.367.2332 keeps them informed about changes in the industry, especially as they relate to technology. And, like me, they want to make connections – especially ones that facilitate positive professional relationships and opportunities to do better business.
This issue ofPrint Solutions delivers an Print Solutions™ is the flagship monthly magazine of the abundance of content – available only Print Services & Distribution Association (PSDA), an international organization of print distributors, trade in this magazine – to get you moving in printers and suppliers working together to ensure that the right direction. Our issue-wide focus end users receive the products and services they need to succeed. Since 1946, PSDA has been the exclusive on digital printing technologies includes association for the print distribution industry. Learn coverage and analysis of several hot topics, more about the many benefits of PSDA membership at the association’s official website, www.psda.org. including variable data printing (VDP), quick response (QR) codes and online EDITORIAL POLICY storefronts. And don’t miss our new Print Solutions is a respected industry magazine that has been published continuously since 1962. As monthly feature: a case study that reveals the premier publication for the print distribution how a supplier and distributor made their industry, each issue contains content to help readers improve their businesses, expand their markets and own connections to deliver great results for learn new ways to sell print and related services. To a client. See pages 52-56 to get the entire submit news items, story ideas or manuscripts for publication consideration, contact any of the editorial success story. staff members above via email or phone. Publication of any article or advertisement should not be considered This issue also allows you to get connected an endorsement of the opinions expressed or products advertised. Statements of fact and opinion are the with two vital PSDA leaders: Executive Vice responsibility of the authors alone and do not imply President Matt Sanderson and 2010-2011 approval or endorsement on the part of the Publications Committee, officers, membership or staff of PSDA. Board President Bill Prettyman. Get their insights on pages 16 and 6, respectively. POSTAL INFORMATION Print Solutions (USPS 205-400, ISSN 1535-9727) is published monthly by PSDA, 401 N. Michigan Ave., The next step is up to you: I encourage you to connect with me to share your thoughts Suite 2200, Chicago, IL 60611. Phone: 312.321.5120, and ideas. How can I make Print Solutions more valuable to you? What topics are most Fax: 312.673.6880, Email: [email protected], Website: www.psda.org. Subscriptions are free for PSDA important to you and your business? Do you have a success story to share that would members (included in membership dues) and $29 for make for a great case study in a future issue? Contact me at MGHODYDQ#SVGDRUJ and let’s non-members (plus US$60 postage for addresses outside PS the United States). Periodicals postage paid at Chicago, get started. IL, and additional mailing offices. Postmaster: Send address changes to Print Solutions, c/o PSDA, 401 N. Michigan Ave., Suite 2200, Chicago, IL 60611. Copyright 2010 by PSDA. All rights reserved. Magazine content JOHN DELAVAN, EDITOR may not be reprinted without the publisher’s permission.
4 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
PRESIDENT’S MESSAGE Moving Forward PSDA 2010-2011 President Bill Prettyman shares some of the association’s recent accomplishments and articulates the elements of PSDA’s short-term goals and long-term strategic plan that will drive members’ success.
here is PSDA headed? and record reconciliation. This project How will we get there? will free up resources that can be directed How will PSDA add value to those offerings that create more direct for members? These are value for our members. Wquestions that are asked of the association’s Board and staff on a regular basis. This Print Solutions Magazine article will begin to put some structure The 2011 Buyers’ Guide issue ofPrint around the answers to those questions. Solutions was the first produced by our new Chicago-based headquarters team. In “We need to PSDA’s success will come down to focus, addition to several subtle visual changes planning and execution. Focus means (e.g., revised cover and masthead, more anticipate the what is PSDA about and what are our prominent PSDA brand affiliation), the priorities. Planning means the strategies issue went to print on time – a fact that future of our that we will employ to accomplish was not lost on our advertisers. This the priorities. Execution means November issue of Print Solutions is the industry and implementing the plans and strategies first “regular” issue, and its content reflects to deliver greater member value. We a push for more member-focused content, build an want to drive PSDA into the future while including a case study that showcases a preserving its rich history. “success story” involving PSDA member association companies. (See page 52). Print Solutions that provides Notable Accomplishments will continue to be very closely aligned Here are a just a few of the accomplish- with topics and features that PSDA ments achieved in the past few months: members find valuable, and we will use the products and magazine to support our events, electronic Website with Enhanced newsletter and education program. services Functionality Trips to Graph Expo that meet the In early October, we launched a new PSDA website (www.psda.org) that is and DMA Show future needs of easier to use, has a more current look and We have arranged for PSDA members feel and provides members with better to network together and with certain our members access to tools and information, including relevant exhibitors at the recent Graph online event registration, membership Expo in Chicago and the Direct Marketing and our end-user renewal and member-to-member Association show in San Francisco. These networking. If you have not explored the “side events” represented informal early customers. new site, I encourage you to do so. steps to determine whether greater involvement and interaction with other This is how Database Improvements associations could be of value to PSDA We have made several improvements to members. Though the intended markets we will stay our technology, software and databases. for Graph Expo and DMA are broader Behind the scenes and in conjunction than the markets PSDA draws from, there relevant.” with the website project, there have been is no question that digital printing and upgrades to the technology platform, related technology (a focus at Graph Expo) providing our team access to integrated and direct marketing have tremendous membership data and eliminating educational and networking value to many significant amounts of manual processing of our members.
6 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
PRESIDENT’S MESSAGE
Short-Term Focus survey and other member input, as well Strategy #3: PSDA has several short-term priorities. as Board input at our January Board Build enhanced networking, First, we must complete the 2011 fiscal meeting. The following are the five professional relationship year budget. This is in process with the strategies cited in the PSDA 2010-2012 building and mentoring Board and staff. strategic plan, with some details about opportunities for all members. each one: One of the primary reasons companies Second, we must continue to execute on belong to PSDA is the opportunity to all the usual deliverables that add value Strategy #1: network with other industry members. that our members expect, such as Print Conduct a comprehensive As a member, you need to participate Solutions Magazine, the Print Solutions assessment and reposition to get the most benefit. Our members Weekly e-newsletter and face-to-face PSDA’s education/training events (such as the FOCUS shows and who participate in networking receive program at all levels. much more than they give. Some of the Technology Conference). We have The Board and staff know from delivered Print Solutions Magazine and networking areas we will be reviewing communications with members that the weekly e-newsletters on time, which are conferences, trade shows and online education is one of the most important will continue. We will have completed connections. reasons that companies are members eight FOCUS shows and a successful of PSDA. We know that we need to Strategy #4: Technology Conference. examine and upgrade our current Create PSDA brand awareness Third, the Board wanted to execute a educational offerings. We use “education” and achieve significant member survey to understand member broadly; it consists of areas such as Print membership growth. satisfaction as well as other concerns University, trade shows and conferences, In order for our association to grow, we and issues. More than 20 percent of our publications and others. To that end, the will need to achieve brand awareness members responded, and the results will Board has directed the staff to work with among non-member distributors, be communicated shortly. Thank you to board members, Tressa McLaughlin and manufacturers and suppliers. Work in all the members who responded, as your the education committee to generate a this area has already started. In this input is critical for the board and staff in comprehensive education plan for our issue of Print Solutions, you’ll see not setting priorities. members. The education committee only a more prominent PSDA logo on is a team made up of distributors, the front cover, but also a PSDA news Fourth, PSDA Executive Vice President manufacturers and suppliers who are section (see pages 12-14), designed to Matt Sanderson and I agreed on the non-Board members working with Tressa importance of getting out with the emphasize Print Solutions’ role as PSDA’s and the Board. This is in process, and we membership. To that end, Matt has flagship educational magazine and its expect to have a draft of the plan in the attended every FOCUS event, responded connection to the strong PSDA brand next several months. There will probably to numerous emails and phone calls from and the association’s members. Print be an education survey coming to members, as well as personally visited Solutions is an industry magazine, but we members, so please take the time to fill it members. We need a communicative, want it to be known first and foremost out for our education committee and staff relational leader who is in constant as PSDA’s magazine. ThePrint Solutions contact with members and has his finger when you receive it. Weekly e-newsletter was also redesigned to have stronger PSDA branding and on the pulse of our members and their Strategy #2: relevant content, including photos related needs. Matt is doing this, and this will Provide members with high lead to members getting greater value to member companies and PSDA events. quality, unique and timely from their association. You will see more brand awareness information to support their improvements in the future. decision-making, productivity Long-Term Planning and ongoing success. Strategy #5: In January, the Board began We know that members rely on PSDA Grow non-dues revenue to implementing the PSDA 2010- to provide information on a variety ensure the viability of PSDA’s 2012 strategic plan – the result of a of topics. Some of this information business model. comprehensive strategic planning is generated by PSDA, and other The Board will continue exploring ways process. The Board agreed on the plan’s information is generated by other sources to enhance our revenue beyond dues. five strategies, and it becomes staff’s that we want to make available to our This can take on many forms, such as responsibility to generate the priorities to members. We plan to continue to develop advertising, conferences and others. As be implemented under each strategy with Print Solutions the Board’s input. our information through , we add member value through non- e-newsletters and other vehicles. Again, dues revenue, we will continue to secure The 2011-2012 priorities will be we will be looking for member input PSDA’s financial viability. This allows established as we complete our 2011 regarding the types of information that PSDA to have a strong future for its budget process, review the member are of value to you. members.
8 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
PRESIDENT’S MESSAGE
That covers our five strategies on which staff working in conjunction with the must deliver what the members are looking the Board and staff are working. I want members to deliver programs, events and for, and the only way that can happen is if you to know that your Board feels a services that are relevant and useful. I am each of us is involved and providing input tremendous sense of responsibility and asking each of you to consider how you regarding what is relevant for us. This is our commitment to PSDA and its members. might become involved in this process. association, and with your participation and Outside of a Board’s legal responsibilities input we will move forward. of duty of care, duty of loyalty, etc., the We are looking at establishing advisory Board’s No. 1 responsibility is to make teams in specific areas. It could involve In closing, I want to thank the members sure that PSDA has a future. These five volunteering to serve on a committee. for their continued support of PSDA. strategies support that goal. It could be just asking the Board or staff PSDA is the members. Your ongoing member how you could help out and participation and input are needed and As we move forward, the Board and participate. I see many of you who have appreciated. I also want to thank our staff, with member input, will establish been a part of this association for many Board members for their stewardship, the priorities and tactics under each years. When I think back to when I started focus and efforts to drive PSDA into the strategy. We cannot tackle all of these in this industry 30 years ago, it was vibrant future. I also want to thank the PSDA priorities immediately, so we will need to not just because the industry was in a staff members who have taken hold of determine what adds the most value for high growth phase, but also because so PSDA to understand and preserve its rich members. The Board and staff need to many people participated in various ways. history, execute on current deliverables continue to hear your opinions on what That is what we must go back to, that is and to plan and begin executing future you need from PSDA, so please keep what we must re-capture – that spirit and deliverables that ultimately add value for P communicating with us. involvement are what we need to keep our our members. That’s why we are here. S association vital and relevant.
Get Involved Get involved and stay involved to help the Bill Prettyman I want to put out a call for members to PSDA remain relevant to the members that is the 2010-2011 participate – to serve and continue to it serves. We need to anticipate the future of President of PSDA and President/ Chief Executive Officer of Wise, serve. Many of you have served PSDA and our industry and build an association that one of the United States’ largest participated for many years, and I thank provides products and services that meet independent print and marketing you for that. To have a great future, we the future needs of our members and our services providers. Contact him via must have an engaged membership that end-user customers. This is how we will stay phone at 770.442.1060 or via email is totally passionate about this industry, relevant – relevant in the types of education at [email protected]. its members and its customers. We need and networking events we have, as well to have the combined efforts of the PSDA as in the delivery of those events. PSDA
10 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
PSDA NEWS
New Website Delivers Powerful Features to PSDA Members In early October, PSDA unveiled a dynamic new website – still located at ZZZSVGDRUJ – that is intuitive, user-friendly and effective for managing event and membership data, as well as sharing ideas and information. The new site is a powerful resource for connecting with colleagues and potential customers through enhanced professional and social networking capabilities and tools to help manage your membership and professional profile. Each PSDA member should have received an email with a unique login and password and an overview of content structure and tips to use the site optimally. Log in at ZZZSVGDRUJ to get started, or email SVGD#SVGDRUJ for assistance.
Staff Make Visits PSDA Welcomes The Order of the Black Leaf to PSDA Member Members of The Order of the Black Leaf (Honorary Society of The Manifold Companies Forms Industry) convened at PSDA’s Chicago headquarters last week to plan Several PSDA staff leaders – including the group’s strategy for 2011 and meet with select members of the association’s Executive Vice President Matt Sanderson staff. The exclusive group is for people who have contributed at least 10 years and members of the associations’ events, of service to the business forms industry and have served on at least one major education, operations and publications industry board or similar group, such as the PSDA Board of Directors or the management teams – recently visited Print Education & Research Foundation (PERF) Board of Trustees. Among those with manufacturer members to tour their who gathered in Chicago were: workplaces and get their perspectives on Standing, from left: Irv Michlin, Enrico Ruta, Darwin Large, Jeff Long the future of the industry and what they need from their professional association Sitting, from left: Ivars Sarkans, John Greenhough, Matt Sanderson (PSDA to grow their businesses. Among the Executive Vice President) PSDA members visited were Bob Ohr, president of C.E. Printed Products Inc. (pictured); Tony Rouse, president and CEO of Team Concept Printing & Thermography; and Dale Dembski, president of Data Management Center.
GET INVOLVED WITH YOUR MAGAZINE Have news to submit for this section of Print Solutions, contact Editor John Delavan at [email protected].
12 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
PSDA NEWS
PSDA Stages Successful Technology Conference, Leadership Transition
Last month in San Francisco, PSDA held its annual Technology Conference, which teaches leading business executives in the printing industry how they can adopt PSDA Member Gains cutting- edge technologies to grow their businesses. Over two-and-a- National Recognition half days, special presentations gave $*3ULQW3URPR6ROXWLRQV in Cuyahoga attendees practical ideas to increase Falls, Ohio, was named one of the “Top sales by offering technologically 100 diversity-owned businesses in the advanced solutions. Ford Saeks state of Ohio” by 'LYHUVLW\%XVLQHVVFRP (pictured), President and CEO of in its 10th annual listing. Anup Gupta Prime Concepts Group Inc. and the (pictured), president of AG PrintPromo Technology Conference’s keynote Solutions, said, “Large corporations have speaker, told PSDA members about finally realized the economic impact of online marketing strategies that diverse businesses on one hand, and the could be implemented immediately personalized service and the envious to impact the bottom line. The event work ethic that a lot of small business also featured the association’s annual owners bring to the table on the other. It’s leadership transition (also pictured), a win-win situation for both parties. Small as 2009-2010 PSDA President business success is the backbone of the George Crump “passed the gavel” to U.S. economy.” Winning companies were 2010-2011 President Bill Prettyman. honored during a special awards ceremony Look for expanded coverage of this at DiversityBusiness.com’s “10th Annual event in the December issue of Print Multicultural Business Conference” at the Solutions Magazine. Gaylord National Resort and Conference Center near Washington, D.C.
PSDA Visits OnTime 2Q7LPH&RPSDQLHV – a full-service direct mail and plastic card imaging service provider – recently welcomed PSDA’s David Merli on a tour of its Chelsea, Mass., headquarters. In addition to personalized mailings, collateral inserting and card-affixing PSDA Members, Staff Convene at Graph Expo services, OnTime Companies offers embossing, thermal imaging and Many PSDA members and staff were out in force at the recent Graph Expo in Chicago. encoding of plastic cards – all under The annual event featured many PSDA member manufacturers and suppliers (such as one roof. Pictured here are Merli and B&W Press, pictured) who were exhibiting at the show and showcasing newly released Richard Connolly, owner of OnTime products, technologies and services. Look for full feature coverage of Graph Expo in the Companies. December issue of Print Solutions Magazine.
14 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
PSDA PROFILE An Exciting Time PSDA Executive Vice President Matt Sanderson shares with Print Solutions readers his professional background and insights regarding the future of the association and the print distribution industry. BY AMIE SHAK
att Sanderson, PSDA’s former clients are in printing and printing- Executive Vice President, related businesses – a few of them have works with PSDA’s even been involved with PSDA/DMIA/ Board of Directors NBFA in the past, and I hope to get them Mto set the strategic vision and run to re-engage. I have probably worked with business operations for the association. directly – or spoken with on behalf of my Sanderson brings more than 15 years clients – perhaps 100 small- and medium- of professional experience in strategy, sized print-related business owners who business development and operational are facing the same pressures and realities improvement. that our members face. So I have a good sense of the challenges that are going on Sanderson joined PSDA in August in print, as well as the issues that small from Sikich Investment Banking, and mid-sized business owners are where he advised principals and senior grappling with in general. I’ve also had executives of small and mid-sized experience across other industries in businesses on growth, succession addition to print and believe that and other strategic issues. Previously, perspective will be valuable as well. From Sanderson has held strategy and business an execution standpoint, I’ve managed development roles for technology and large projects, big teams, clients and interactive marketing firms. complex operations, so I think our staff In this exclusive interview for Print team at PSDA will benefit from that Solutions, Sanderson discusses how his “There is a lot experience. professional background has helped to of life in the prepare him for his PSDA leadership PS: What is your vision for the role and how the association will association? evolve and grow to support members print world and their businesses. Sanderson: Setting and communicating and in our the vision for PSDA is one of the PSDA Board’s top objectives. My role is largely Print Solutions: What in your association; in executing that vision, as well as prior work experience has working with the Board to make sure prepared you for this position it’s just going that vision is strategically sound and with PSDA? through a period that it is achievable. Board members Matt Sanderson: For five years prior to have deep roots and history with the joining PSDA, I was working with a of very rapid association; they are the ones that the Chicago-based firm that provided members have entrusted with ensuring advisory services to owners and change. the association has a future – and a strong principals of small and mid-sized one. So I will work hand in hand with businesses, giving strategic advice That is exciting.” the Board on setting and communicating regarding acquisitions and divestitures the vision, but it is complex. On one and growth and succession plans. Matt Sanderson, PSDA hand, we are a group that is made up These businesses typically ranged from Executive Vice President of companies and individuals who rely $5 million to $50 million in revenue, upon the manufacturing and sale of sometimes a little larger. Many of my printed products – ink on paper – to
16 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
PSDA PROFILE
a large degree for our livelihood. But PS: What have you learned about PS: What do you want PSDA we also need to accept that we need to the print distribution industry members to know about your find ways to stay relevant to both our that has surprised you? leadership style? membership and to the end users (and Sanderson: (Laughs) I think that “leader” is potential end users) of the products Sanderson: I’ve learned a lot about the one of those terms – like being “funny” or and services we make and sell. That’s manufacture of business forms and the “good looking” – that you are probably probably our biggest challenge in terms technologies that support the distribution better off never using to describe yourself. of vision – how to engage talented and of printed and other products. There is so If others are saying that about you, maybe innovative thinkers within the association much great history residing inside the that’s OK, but I haven’t earned it with our and beyond, while staying true to our minds of our long-standing members – members yet, and I know it won’t happen roots. The point I try to emphasize is that it’s an impressive group that is very overnight. I do have qualities that have everyone in the association will benefit passionate. That passion is probably the helped me in certain situations, and I’d from expanding our reach because we thing that sticks out more than anything say my style is a mix of thoughtfulness will have more relevancy and more else. People who have been with this and empathy with a real drive to deliver. resources to work with. association for many, many years truly What I imagine those PSDA members who care about the industry and about what have met me pick up on is that I am sincere PS: You’ve recently spent this association stands for. My goal is to and that I truly do care about making this several weeks traveling to tap into that passion once again and use it association stronger. I recently spoke to members at the PSDA Technology meet members at PSDA’s to help us design programs and services Conference in San Francisco – including regional FOCUS events and that can bring out that same passion in some who had not met me before. The the association’s Technology the next wave of our members who have Conference. What have you feedback I got from members there was that been in the association for less time and taken away from members I came across as very genuine. That, and I those who might be considering joining. you’ve met and spoken with need to smile more. So I’ll work on that! at these events? PS: What excites you about the Sanderson: I’ve had dozens of PS: What can the PSDA team conversations with members, and I have industry and where it’s headed? offer to members in terms of how the association can three notebooks full of notes from these Sanderson: Honestly, part of the continue to meet their needs? conversations. Our whole team has taken excitement is that nobody knows a lot in from members, which has been a precisely where the industry is headed. Sanderson: I want to be clear that the goal of ours during the past few months. Clearly, it’s moving toward digital team and I have a great appreciation and Now that the event season is slowing respect for the legacy of this association, equipment and the digital distribution down, we are in the process of working for the rich history and for what it of documents. But there are also core through those comments and suggestions has meant to many successful, smart to involve our membership in decisions segments that have been considered people. We are absolutely committed to that relate to our events and programs. “mature” or “shrinking” for years respecting and building on that legacy. What I’ve taken away from the FOCUS where paper still dominates. The print Our members have adapted to changes events in particular is that, in many industry is fascinating in that it was in their core markets, and in many cases cases, they’re not meeting the needs of truly an art form – a mechanical and our members’ needs have changed. We some of our members. We’ve had events chemical art form. Print has seen some are committed to understanding the that were well-attended and successful commoditization during the past 10 or 15 current needs, and to putting together and some that, candidly, were not. But years, with the growth of digital printing a plan that has greater relevance to our there have been many encouraging and the Internet in particular. Yet there members in their businesses. I think it’s a great opportunity to get involved, to help conversations between PSDA staff and is so much innovation currently, and members about how we can improve. shape what this association can be. We our market is evolving to where print I’m sure we will continue to do regional are looking to tap into anyone that wants represents an integral piece of a broader events of some sort, but they may have to be a part of that. It’s an exciting time solution that is being redefined by P different objectives or formats than in the for our association, it really is. S past. Most importantly, we will be getting equipment makers, software providers greater involvement from our sponsors and our most innovative sales businesses. and our members in the design and There is a lot of life in the print world Amie Shak is a Print Solutions execution of the events going forward. I and in our association; it’s just going staff writer. Contact her at find it really encouraging that so many of through a period of very rapid change. [email protected]. them want to get involved. That is exciting.
18 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010 NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 19 Digital Printing Hits the Fast Track
As customers seek shorter runs, faster turnaround and powerful personalization, digital printing has moved from neat to necessary. Print firms with digital mindsets are growing sales and entering new markets. BY DARIN PAINTER
20 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010 oll Brothers, a premium home WebbMason’s ability to dynamically builder, holds a VIP sales event personalize text and graphics for each Jared Hudson, vice president in charge each January, a typically light of prepress at WebbMason Commercial, recipient, using the distributorship’s new a unit of the distributorship that provides time in the home-buying cycle. digital press equipment along with data commercial printing and mailing services, TFor years, the company had advertised Toll Brothers had previously collected says WebbMason’s recent investment in the event the same way: by sending a from prospects (including which of the the PRINERGY digital workflow system generic, offset-printed postcard to its 13 properties interested each person). enables the company to expedite, preflight entire mailing list. Results from this and automate files for digital printing. “blanket” marketing approach often “Simply put, the more personalized a PRINERGY simplifies job output by eliminating costly production steps, and didn’t cover the firm’s expenses. piece, the more likely it is to generate it enables zero-touch automation from job business, and that’s the main reason submission to press output. A dashboard But this year, Toll Brothers knew it had digital printing is so valuable today,” feature in PRINERGY provides browser- hot prospects: folks who had expressed said Tony Abunassar, chief operating based, real-time visibility into all projects. interest in 13 of its picturesque properties officer of WebbMason. According to in California. The company wanted to the Direct Marketing Association and convert them to customers, but didn’t the Digital Printing Council, switching want to mail a marketing piece that seemed to speak at those prospects. from conventional direct mail pieces Rather, it wanted a campaign that spoke with them – a way to resonate within each recipient’s mind.
Also, Toll Brothers didn’t want to rely on its gut, on simple guesswork, to determine its marketing success. It wanted to track responses accurately and immediately, partly because the firm hoped to tailor follow-up messages to people who couldn’t attend but who still might want to buy a new home. Toll Brothers no longer wanted to cast a wide net to reach its targets and elicit them to act; it wanted to fire laser beams.
It turned to the power of digital printing.
Offering Specialized Solutions Distributorship WebbMason, based in Hunt Valley, Md., met with the home builder’s marketing professionals and discussed the value of “multi-touch” campaigns that leverage various media channels. They also discussed
“ Simply put, the more personalized a piece, the more likely it is to generate business, and that’s the main reason digital printing is so valuable today.” Tony Abunassar, Chief Operating Officer, WebbMason
NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 21 to ones that include variable copy and Trends to Watch: graphics – based on demographics, order- history information or other data about Digital/Offset Combinations, each recipient – leads to a 135 percent Digitized Books increased response rate on average. A key component of the campaign WebbMason created for Toll Brothers was a digitally printed 5.5-inch x 8.5-inch direct mail piece that included a headline (“A Ray of Light in Your Search for a New Home”) above an image of one of the 13 properties – whichever had interested the recipient. Each piece also included a paragraph with a personalized call to action (“John, you’re invited ...”), an offer specific to each property, basic details about the VIP event and personalized URLs (pURLs, which are unique Web addresses created specifically for each target). WebbMason mailed the pieces to 6,669 people.
“The most effective marketing messages today have three elements – they’re timely, relevant and personalized,” Abunassar said. “Savvy companies like Toll Brothers realize the value of creating a personal dialogue with their customers rint providers are accustomed to making the digital versus offset choice, and prospects. And while conventional based on run length and other factors. In September, R.R. Donnelley & printing can help companies collect P Sons Company unveiled a technology that offers both. customers, digital printing helps them The Chicago-based printer’s ProteusJet device (pictured) has a 1,200-dpi color connect with them. It’s a huge difference.” variable digital unit built inline with an offset web press for direct response Toll Brothers received a staggering 43 applications. The dual press offers variable color across the complete width of deposits for new homes during the sales the offset web for personalization of high-color pieces. The printer can run in three event, 26 of which came from recipients modes: (1) offset only, (2) offset plus digital full color and (3) digital full color only. of the targeted campaign. The home The ProteusJet’s variable printing units are already helping customers with builder now is talking to WebbMason applications ranging from on-demand book production to transpromo statements about employing a similar digital printing (high-volume documents such as bills that also include customized marketing campaign for prospects in Arizona, content and graphics), says Tom Quinlan, RR Donnelley’s chief executive officer. Nevada and other areas hit hard by the He says the technology complements his firm’s Response Marketing Services recession. direct mail offering. “Clients in all industries need their Another interesting digital development is the recent collaboration among products printed and shipped quickly, Worldcolor, Muller Martini and Kodak, which jointly created the FastBook Digital and digital equipment helps WebbMason printing system for short-run books. The platform will be used to produce meet time-sensitive, short-run needs,” versioned and variable magazines, catalogs and high-end direct mail. said Jared Hudson, vice president in The system integrates and automates book prepress, digital printing and charge of prepress at WebbMason finishing in line, according to Worldcolor. The platform uses Kodak’s Prosper Commercial, a unit of the distributorship 5000XL Press and Muller Martini’s SigmaLine finishing line. Connex, Muller that provides commercial printing and Martini’s end-to-end workflow system, will manage the digital system. mailing services.
The first FastBook Digital installation, located at Worldcolor’s Dubuque, Iowa, Hudson says WebbMason’s recent facility, will be operational by year’s end. investment in the PRINERGY digital workflow system enables the company to expedite, preflight and automate files for digital printing. PRINERGY
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Offer specific details available online. No purchase necessary. Promotion is for newly signed up members only. Offer not to be combined with any other growll.com promotions or offer. 877.678.6537 For a complete list of our terms and conditions go to www.growll.com. Copyright 2010. American owned and operated. Aust says the main reason digital printing Making the Offset vs. continues to gain favor among print industry firms is that the profit margin Digital Choice from digital jobs is often 20 percent to 40 percent, compared with about 4 percent Having the choice of producing a project on an offset or a digital for offset jobs. Other reasons are more press is becoming more common as printers continue to add digital printing capabilities. While some choices are easy (a 64-page catalog basic and linked to changes within the with a quantity of 50,000 obviously should be printed on an offset print industry in general. For example, press; 10 training manuals needed tomorrow should be printed run lengths for offset are getting shorter. digitally), others are less obvious, says Frank Kanonik (pictured), Five years ago, the average sheet-fed run president of DigitalPrintInfo LLC, who presented a seminar at Graph length in a commercial print operation Expo last month called “Hybrid Printing: Integrating Offset and was more than 10,000 impressions. Today, Digital.” He says print providers should ask three questions when it’s about 30 percent less, according to considering offset and digital: Printing Industries of America, placing greater pressure on profit margins for • Which process makes the best economic sense for the printer? “Cost offset printers. structures must be available to the estimator, so he or she is able to compare the expenses and productivity of each process,” Kanonik said. Despite those pressures, some print “Many print companies have found that using software provided by digital firms haven’t yet embraced the digital press manufacturers has helped them to develop benchmark cost models for movement. Those companies may not be their digital equipment and comparisons to offset production.” considering the right economic figures, • Can the project be enhanced using a specific process? For example, could Aust says. variable data add value to the job (and therefore be produced digitally)? Does the job require absolutely precise color (an offset printing advantage)? “Most printers don’t think in terms of page counts,” he said. “Today’s average • Will the project be produced using both offset and digital? “A digital press has sell rate for offset in the commercial print much broader color gamut than a conventional offset press and can produce industry is 6 to 10 cents per page, while a wide array of colors. But if the project will be produced using offset and the average cost per page is somewhere digital, and the colors must match, the digital press must be ‘dumbed down’ around 20 to 22 cents on average for to align with the smaller color gamut of the offset press,” Kanonik said. “It is small to mid-size digital operations. If important that when deciding on a hybrid workflow using both processes, that you are an offset printer and seeing those the prepress department becomes aware and makes necessary adjustments numbers, you might be tempted to stay to the files.” away from digital.”
But those numbers are only averages, Aust cautions, and the average offset press run is around 7,000 impressions. “But what simplifies job output by eliminating costly This print-on-demand trend has affected happens when you do a 1,000-impression production steps, and it enables zero- the traditional ink-on-paper market. offset run? You can’t sell that for 9 cents touch automation from job submission Total shipments of offset printing a page and make a profit.” (See sidebar, to press output. A dashboard feature in declined 13 percent in 2009 and are “Making the Offset vs. Digital Choice.”) PRINERGY provides browser-based, projected to decline another 5 percent He says more industry leaders are real-time visibility into all projects. this year, according to Ronnie H. Davis, recognizing that having a digital press vice president and chief economist of (especially in conjunction with Internet Printing Industries of America. An Ideal Capability for a portals and mailing and fulfillment Down Economy “As marketing professionals look to capabilities) gives them the flexibility Gone are the days when organizations increase their return on investment of producing the job on whatever press should be made to print more items and spend less money, they look to makes sense and at peak efficiency. than they need at a given time, and then personalized marketing, and thus, digital “This configuration makes them more store those materials on site until they’re printing,” said Jim Aust, a business analyst attractive to their customer bases – used later or become obsolete – and at Eastman Kodak who has studied more they’re viewed as true full-service therefore, costly. Technologies such as than 2,000 printers in the United States, providers,” Aust said. digital printing and online storefronts Canada, South America, Australia and (see separate feature story by Amie Europe. “The migration to digital printing Davis of Printing Industries of America Shak, beginning on page 42) empower will accelerate because companies with concurs, predicting that offset run companies to order in quantities as low as shrinking budgets can realize higher lengths will continue to shrink as one, anytime and from anywhere. returns on their investments.” more jobs migrate to digital and as
24 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
DIGITAL PRINTING HITS THE FAST TRACK
the demand increases for variable In addition to the book market, print data, faster turnaround and highly distributors are reporting stronger personalized printing. digital demand in niches such as direct mail, photo-based products, marketing Higher Digital Demand in collateral, labels and others. More of Many Markets those applications are running on high- speed digital color print equipment, “In our business, the ability to understand according to The New Economics of and use technology determines the Color Print, a white paper recently Interested? success of a company,” said Adi Chinai, published by Pitney Bowes. joint managing director of Lowell, Mass.- Get Linked! based King Printing Inc.. Since his father, To help optimize the benefits of digital Sid, launched the family-run company color, the U.S. Postal Service is continually The following groups on the networking website LinkedIn can help you to stay abreast of digital printing trends and “ Clients in all industries need their opportunities: products printed and shipped quickly, and Digital Printing Members come from a wide digital equipment helps WebbMason meet variety of backgrounds, including wide-format printing, screen time-sensitive, short-run needs.” printing and document imaging. The group includes print buyers Jared Hudson, ǡ and suppliers. Digital Printing Network in 1978, King Printing has consistently offering ways for mailers to capture This group is exclusively for added equipment that “could create better discounts through more efficient mail digital printing business economies of scale for our customers,” preparation and presort savings. Digital professionals and academics. Chinai said, including digital solutions engineering of print streams enables Its goal is to exchange ideas and initiate actions towards a that make production faster. mailers to align pieces by destination and better future of print. King Printing specializes in short-run coordinate the printing of envelopes and printing and binding for self-published letters to match digital pieces to eliminate Digital Printing preprinting. For example, a banking authors, individuals, small businesses Council and book publishers. Its new Digital customer with multiple accounts can receive merged messages in one digitally Open to Printing Industries Print Center includes an array of of America members, this printed piece rather than in duplicate monochrome and multicolor digital group provides the industry production presses. The firm, which promotional inserts. with informative tools and also operates web and sheet-fed presses publications that are designed “Over the past decade, digital print and offers assembly services, caters to to help digital printers be more clients worldwide, including several in technologies have proven their staying productive and efficient. India, China and Japan. power,” Abunassar of WebbMason said. “But now more than ever, print buyers The Praetorians Chinai says many of today’s top digital book want their materials on demand, on target This group discusses digital printers are creating products one at a time. and produced with high quality. Print printing, commercial printing and The traditional short run of 100 to 500 has providers that embrace digital printing the ongoing evolution between been reduced to fewer than 20 at many are best suited to meet those needs.” PS the two. (“Praetorian” signifies firms, which can print soft- or hard-cover that its members are guardians books without creating excess inventory. and protectors of this evolution.) No longer do publishers need to commit to print runs of 100,000 and absorb the risk Darin Painter is a print industry of potential waste or product spoilage if expert and owner of Cleveland- books don’t sell. In other words, companies based Writing Matters. Learn more www.writingmatters.com can digitally print and bind “just in time” at . instead of “just in case.”
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SMALL TOWN PRINTING, NATIONWIDE SERVICE Of Colorado Getting Personal Variable data printing takes digital imaging to another level, capitalizing on the capabilities of sophisticated software and hardware to produce campaigns in which every piece can be different from the others. BY KATHERINE HOUSE
hen Koell Collins joined and mailing address, making it easier details varying depending on each recipient’s Midwest Single Source for consumers to complete the cards. credit score. Sometimes, the postcards in 2007, she inherited A unique ID number would allow the contain facts about relevant equipment a house account worth customer to track responses; dealers then attachments, based on the season. Wabout $1,000 every other year. Today, follow up with interested people by phone. the client, a manufacturer of mowing As is often the case with VDP campaigns, equipment, spends many times that Because higher degrees of personalization Collins was instrumental in helping the amount monthly with the firm. How did lead to higher response rates, Collins client to build its database of prospects. Collins, an account executive, increase began researching the mowing equipment She purchased lists that categorized the business significantly in a relatively industry. She quickly learned that addresses as rural or city routes and short time? She created and implemented equipment purchases vary by the size detailed the number of feet of property several variable data printing (VDP) of the customer’s property and time of owned. Collins exported the property campaigns that transformed the year. Because the equipment requires a size into an Excel spreadsheet and wrote manufacturer’s business. sizable investment, consumers often take a quick formula to determine how many advantage of financing options. With acres each recipient owned. This and The cornerstone of her work has been this information in hand, she designed a other VDP campaigns have increased 11.5-inch x 6-inch four-color postcards campaign that features several variable business at local dealers, increased mailed to the manufacturer’s clients and components. customer loyalty and increased traffic at prospects. Previously, the manufacturer open houses and trade shows, according had used static postcards preprinted for There are three primary versions of the to Collins, making her an integral part of different seasons; recipients completed a postcard displaying different types of the client’s marketing team. perforated reply device to show interest in equipment. City residents receive one products and services. When the client was version, while rural residents receive one ready to implement its VDP campaign, of two different versions based on their lot The World of VDP Collins made several suggestions. Midwest sizes. The postcards also feature contact Today, printers of all types use digital Single Source, which owns a Xerox iGen, information for the dealer closest to the printing devices to print T-shirts, signs, would pre-populate the reply postcards recipient. Cards sent to prospects include promotional products, statements with customer information, such as name information about financing plans, with and direct mail. Many of those digital
28 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010 projects require little change in selling habits or file preparation. Certainly, At the start of a VDP project, salespeople they offer several advantages, such as quick turnaround, low order quantity, should avoid talking about printing. If you online proofing and the ability to print talk about the printed piece, you turn the on demand. VDP, however, takes digital imaging to another level, capitalizing on work into a commodity. the capabilities of sophisticated software and hardware to produce a campaign in which every piece can be different from the others. these issues, salespeople need to ask In addition, sales representatives must set “Variable data printing is the way smart dozens of questions, says Lindsay Gray, clear expectations with the client about customers want to go to market,” said co-owner and vice president of AccuLink the data and its integrity. Who will supply John Osborne, president of Midwest in Greenville, N.C. the data? Who will clean it up? What Single Source and a former member of happens if there are improperly formatted Among them: What are the business PSDA’s Board of Directors. cells? How will the client be charged for objectives? Does the client want to programming costs? What about last- In the old days, the truism, “know thy generate new business, collect data, minute adjustments? customer” was good enough. When reward current clients or re-establish selling VDP, true success results only relationships? Is the goal to measure At the start of a VDP project, salespeople when you know the customer’s customer. website “hits,” reveal campaign response should avoid talking about printing, In short, to engage in a successful VDP rates from a variety of media or reclassify suggests Gray. If you talk about the printed campaign, you’ll have to determine what the target audience into better defined piece, you turn the work into a commodity, the customer wants to accomplish, what segments? What are the desired results, he says. And, many VDP projects require the data looks like and where it will come and how will they be measured? Who will services that do not involve ink on paper at from, and how the success of the project measure the results? How will success be all, such as personalized web landing pages will be measured. To truly understand determined? What is the expected ROI? and e-mail messages that require a lot of
NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 29 GETTING PERSONAL
association of home remodelers, the rep learned the prospect planned to mail postcards promoting a home tour. When the rep learned that several firms were involved, and different homes would be open at different times, she saw a prime opportunity to handle a VDP campaign, says Ann Patton, CFC, owner of the firm.
Each remodeler ordered postcards in quantities from 500 to 4,000, with variable information that included the hours of open houses, the remodeler’s contact information and photos of the interiors of homes on the tour. As a result, four of the remodelers want Proforma Buckeye to provide brochures.
“If you bring someone the idea, they want to hear more ideas and they want to work with you,” said Patton.
Tim McClellan, president of Strategic Print Solutions in Haymarket, Va., recently worked with a trade association interested in mailing brochures to people who had exhibited at a previous trade show. Instead of sending out a static brochure, the client personalized the 5.5-inch x 8 .5-inch piece (when folded) with the exhibitor’s name on the front. The form on the reverse of the brochure that each exhibitor completes and mails back is pre-populated with data about the exhibitor. So far, the client has received Midwest Single Source helped a travel and tour operator revamp its postcard campaign by favorable feedback about the ease of preprinting customer information on the postcard’s reply device. filling out the form, says McClellan. behind-the-scenes planning, creativity 50th wedding anniversaries. Prior to Back to School: One and programming. helping out with the VDP campaigns, he VDP Success Story had never done business with the client. Steve Bennett of Scope 1 Marketing VDP Projects That Work Technologies in Kalamazoo, Mich., King, who remembers the glory days recently helped the University of Notre Earlier this year, Mike King, CDC, senior of continuous forms and unit sets, says Dame in South Bend, Ind., increase account representative with Midwest he loves the opportunity to be creative the pool of people interested in its Single Source, broke into a new account when selling VDP, as well as promotional MBA program. The client wanted to by offering VDP services. He helped products. No one ever called him up mail postcards to prospective students a travel and tour operator revamp a excitedly to thank him for a box of containing personalized web addresses postcard campaign by preprinting invoices or checks, he recalls. (pURLs) to increase standard direct mail customer information on the postcard’s response rates. reply device. Perhaps just as importantly, “When you help increase a customer base King worked with list brokers to obtain or increase results at a trade show, you do The campaign garnered terrific results. more targeted lists based on the client’s get those phone calls,” he said. The client mailed 1,422 pieces, and 252 knowledge of its ideal customer. By prospective students checked out their making both changes, King doubled the A sales representative at Proforma landing pages, for a response rate of customer’s response rate. Additional Buckeye in Westerville, Ohio, recently 17.8 percent. With a completion rate of mailings are planned, including ones obtained a new client, thanks to main story continues on page 34 targeted to couples celebrating 40th or knowledge of VDP. When calling on an see sidebar on page 33
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Getting Started in VDP: Key Considerations
• Practice what you preach. Have you • Understand that every VDP campaign Gray says charging monthly fees over used VDP, including pURLs and QR starts with data. Distributors who a period of time may be a sound codes, to promote your business? take the time to learn about mailing option, because that structure might Does your firm have an integrated lists and data have a real opportunity be more palatable to the client, and marketing approach across several right now, Gray says, because many an ongoing fee keeps you engaged. media – not exclusively print? Tim ad agencies are not comfortable • Try to stay abreast of the different McClellan of Strategic Print Solutions working with data. Planning an effective VDP campaign goes far types of digital printing equipment in Haymarket, Va., and a few other beyond purchasing lists. It means and their strengths and weaknesses, distributors are working together helping the client to segment the says McClellan. The maximum to create a pURL campaign that data, and then using the data to sheet size specifications vary and promotes their businesses. So far, determine a relevant, meaningful may affect your design, he says. the biggest challenge has been one message for each segment, backed Remember, too, that quality varies. many VDP clients face: coming up up by an attractive offer. Don’t show samples from one with a prospect mailing list. supplier to a client if you plan to use • Become familiar with list brokers, a different supplier. • Be prepared for a lengthy sales their capabilities and their cycle, especially when embarking reputations. You would be surprised • If you plan to gang run the project, on the first project with a client. It at how often list brokers don’t find out the specifications of your could take months, or even a year or have the correct male or female supplier, emphasizes Patton. What more, for the client to have the right designation for the people on their quantities are allowed? Which paper application – and a sufficient budget, lists, says Collins. And that’s just for stocks can be used? Explain these say those familiar with the process. starters. limitations to the client up front. • Realize that some marketing • Learn how to talk the language • When mailing VDP projects, don’t professionals don’t have of marketing professionals, who forget that the old rules for static backgrounds in printing, says Ann live and die by the ROI of their direct mail apply. This means Patton, CFC, of Proforma Buckeye campaigns, says Koell Collins of understanding postal regulations in Westerville, Ohio. Be prepared to and testing designs to ensure Midwest Single Source in Wichita, educate them about paper stocks, efficient passage through the Kan. With VDP, “you’re always looking PMS colors, etc. postal system. for the result – and a measurable result,” said John Osborne, president • Learn how to create a scope of • Build time in for testing the of Midwest Single Source. work document that lays out clear success rate of the piece itself. expectations about how the project Collins initially planned to show will proceed, which parties will be • Realize that you likely will be working men or women using different responsible for what, how results will more closely with manufacturing mower equipment, based on the be measured and more. partners. Lindsay Gray of AccuLink in gender of postcard recipients. Greenville, N.C., recommends bringing • Adjust what you bill for and how you Testing, however, showed that there your partner in on a sales call using bill for it. “It is extremely important was no significant difference in WebEx or other web-based meeting for salespeople to understand that response rate based on gender, technology. You may also need our time and knowledge is worth but there was a measurable to align yourself with list brokers, money,” said Collins. “When you walk increase in response when city programmers, ad agencies, marketing in with a concept, you need to charge dwellers received pictures showing analytics firms and letter shops. them for it. An ad agency would.” equipment used in urban areas.
NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 33 GETTING PERSONAL
Scope 1 Marketing Technologies helped the University of Notre Dame increase the number of people interested in its MBA program with postcards (left image) to prospective students containing personalized web addresses (pURLs). The campaign also included personalized web landing pages and emails (center and right images).
45 percent (114 people filled out the brief represent the campus. Bennett, though, Scope 1 handled the programming online survey), the campaign garnered was looking for an emotional response behind the landing pages, as well as solid leads of 8 percent. in keeping with the school’s emphasis on a design template for the client. In ethical practices. The client went with his addition, Scope 1 provided a thank- How did Scope 1, a division of Superior suggestion. Every successful marketing you e-mail to anyone filling out the Business Solutions, execute the campaign needs an attractive offer. In survey; the note acknowledged the area campaign? Bennett, the company’s vice this case, Notre Dame said it would of study respondents had chosen. The president of business development, waive an application fee and provide an firm provided programming, design and helped the client to obtain mailing lists invitation to an online roundtable to copy writing for the e-mail messages. All and segment the data to create four those completing a brief survey on the electronic correspondence was designed versions of the card. Each version features landing page. carefully to reflect the same message and a different image, depending on whether design as that on the postcards. the recipient was a man or woman, in Marketing services providers do more than the military or part of a minority group. work with the client on a printed piece. Leveraging VDP’s Benefits Because recipients could belong to two Scope 1 designed the personal landing page Ultimately, by enabling the mass different subgroups, Scope 1 wrote pre-populated with information from the customization of documents through programming that stipulated which database, such as the recipient’s name and digital print technology, VDP allows segments trumped others to generate the address. Recipients were asked to click on organizations to deliver personalized desired image. an area of study and provide two additional details. To increase response rates, Bennett messages and elicit higher levels of All versions of the card include a color suggested the postcard be followed up by engagement. Succeeding with a VDP photo of the Notre Dame campus with reminder e-mails. Beginning two weeks campaign, however, requires not only the recipient’s first name spelled out in after the postcard dropped, three e-mail proper utilization of the technology, clouds at the top of the picture. Initially, reminders were generated in eight days to but also a commitment to using sound, school officials wanted to use a statue to those who had not yet responded. established marketing strategies and understanding clients’ expectations and needs. PS Learn More: Exclusive Case Study Want to learn more about variable data printing and see in detail how a Katherine House is a freelance supplier and distributor joined forces to harness VDP’s benefits to help writer and print industry expert a client? Turn to page 52 to read a comprehensive case study about an based in Iowa City, Iowa. She thanks optometrist who wanted to encourage more patients to get their eyes checked Geoff Clark of Centro Print Solutions regularly – and PSDA members who worked together to make it happen with a in Bend, Ore., for his assistance with clever VDP-driven campaign. this article.
34 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
QR Codes: What Works, What Sells, What’s Next
The potential uses for two-dimensional barcodes continue to grow, enabling distributors and others to add to their marketing arsenals. BY HEIDI TOLLIVER-NIGRO
36 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010 n the world of print manufacturing emails. Even television. (Did you catch Over time, you will likely be able to and distributing, quick response (QR) the QR code that flashed during the final encourage end users to add QR codes to codes are hardly a secret. End users episode of Lost?). their marketing collateral and corporate may not know what they are, but identity materials. Occasionally, you Idistributors and print manufacturers have So, the lingering question for today’s might be able to use them to encourage been buzzing about them for some time. print manufacturers and distributors isn’t, your customers to accelerate reorders. But “What are QR codes?” It’s, “How do you more likely, your customers will simply The potential of these two-dimensional monetize them?” The answer is, You don’t. add QR codes to materials they were barcodes – which can be snapped with a going to reprint anyway. user’s cellphone camera to take them to a A New Perspective web page, video, online coupon or other This isn’t going to increase the value of marketing content – is huge. They serve as That’s not the answer that most want to hear. But if you want to know what’s real, the print order, but it can increase your direct links from print to the Web. They value as a supplier and help to cement make print interactive. They make print what works and what sells, here’s the that customer relationship. You might relevant in today’s mobile, online world. deal: QR codes are here to stay. Whether they’re in open format (QR codes), even gain new customers because you Types of uses for QR codes include: proprietary format (BeeTAG, Microsoft are bringing additional value to their printed materials that others have not • Billboards. If someone sees an TAG) or custom-generated format, these apartment he or she is interested in codes are going to become even more offered. (One PSDA member cemented renting, the person can photograph prevalent. But if you’re worried about the a huge print order this way – all starting the QR code hanging on the side idea of monetizing them, you’re looking with a question about the QR code on his of the building to be taken to the at these campaigns the wrong way. business card.) realtor’s site, which may showcase the apartment’s features, pricing and even a virtual tour.
• Books. Publishers are using QR codes on book jackets to send readers to interviews, videos, reader communities and other content that supports the book. HarperCollins, for example, has added QR codes to its teen releases L.A. Candy and The Amanda Project. In the case of L.A. Candy, users can watch a video, read a portion of the book, buy the book or share the site content with a friend.
• Restaurants. Restaurants are using QR codes to link customers with nutritional information. Want to know the calorie count on that burger? Guilt is just a snap away. Many are also adding QR codes to window decals that allow passersby to view their menus.
• Corporate identity and marketing collateral. The holy grail of marketing is getting into someone’s mobile phone. QR codes can be set up so that, with a single snap, the code delivers all of the company’s contact information directly into the user’s address book.
QR codes are virtually everywhere: business cards, brochures, billboards, direct mail, magazines, newspapers, tickets, coupons, posters, CD cases, books, packaging, menus, points of sale, QR codes are used increasingly in mobile and print campaigns.
NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 37 QR CODES
If you want to use QR codes to generate if they Google QR codes, they will find If You Do significant new revenue for your business, many free sites like Neoreader and Nothing Else, however, they aren’t going to be sold this ScanLife that allow them to create a way. That’s because you don’t sell QR codes. code at no cost. Simply input a URL Do This! You s ell campaigns that include QR codes. into the box, hit “submit” and receive a print-ready .png or PDF that you can “There is no excuse not to have a Selling Campaigns insert into the layout of your customer’s QR code on a business card.” corporate identity or marketing collateral. What does this mean? QR codes are These are the words of Lindsay a tool in the marketer’s toolbox. Like “At virtually no cost, you’ve enhanced Gray, president of AccuLink, any tool, they are used to solve specific the value of the printed piece,” Gray said. and they are hard to argue problems or bring specific benefits. “Many distributors are excited about with. QR codes are free to this because they can go into an account generate and add a lot of value A carpenter doesn’t go to his customer’s that is not familiar with QR codes and to business cards. They can be house and say, “I just bought a great new added the front or to the back. multipurpose tool. Let’s fix something!” potentially get new orders or reorders With specialized software, they Instead, he brings over a truck with all of his simply by adding QR codes. That’s can automatically import the tools and says, “I’m here to fix your house. something you can do today. You don’t marketer’s contact information What do you need to have done?” Based need an IT department to do it.” into the user’s phone. on the needs of the job, he’ll select the right At the same time, Gray emphasizes, QR codes also position the tools out of the abundance at his disposal. the value of simply adding QR codes to distributor as more than a The new multipurpose tool might come existing projects is limited. seller of print. in handy. It might not. In fact, it might “To take it to the next level, QR codes “Someone sees the code and sit there for months until he has the must be part of a marketing strategy,” she says, ‘What’s this?’ Now I have opportunity to use it. But when he needs said. “You need to set up clear marketing gone from a distributor to an it, it’s there, and his value as a carpenter goals front end and, at the back end, be information resource,” said Gray. is reflected in the fact that he had the able to measure your success.” “It opens the door. Even if the foresight to invest in it. person isn’t ready to place an order now, they’ll remember you What does this have to do with QR Where Are We Today? a year from now when they’re codes? People don’t hire a carpenter Where is the industry today? In most ready to do something.” because he owns a great tool. They hire cases, if distributors are selling QR a carpenter because they need someone Although the cost of reprinting codes, they are doing so at the most to fix their house. Likewise, end users business cards to incorporate basic levels. They are selling the value of don’t need QR codes. They need to solve QR codes might be higher than codes to point back to companies’ own working with super-discounters marketing problems. landing pages (rather than mobile pages). like Vistaprint, Gray points out to If you want to sell QR codes, you need Monitoring and measurement are not yet customers the value of getting to treat them like a tool in a marketing widely adopted, much less understood. their customers or prospects to toolbox. It’s just one of many options scan the code. Still, distributors such as SunCoast at your disposal to meet whatever the Marketing in Fort Lauderdale, Fla., are “Everyone wants to get inside the customer’s larger marketing goals are. getting their feet wet by adding QR codes to consumer’s cell phone,” he said. One company with a high level of investment existing print projects. For its part, SunCoast “If the QR code gets someone to Marketing is finding success by adding them take the phone out and scan the in QR codes is AccuLink. to business cards, t-shirts, restaurant cups code, automatically adding all of “It’s clear that the mobile world is the one and table menu “special” cards. your contact information right into area of our economy that is flourishing,” the phone, what said Lindsay Gray, co-owner and “It is really a learning curve,” said Randy is it worth? Most vice president of AccuLink. Eubanks, owner of the distributorship. people could “Androids and other mobile “Customers do not understand it yet. never even put That’s why we are working on collateral to a number on technologies are making cell better explain it.” that. It gives phone Internet access much distributors an easier and more intuitive. The question is how to make money Rich Mistkowski, president of New York- opportunity to based Proforma ROI Promotions, recalls regain the high with these codes.” the powerful impact QR codes made on ground.” At the simplest level, Gray says, him at the recent Proforma Convention distributors can go online, and in Las Vegas.
38 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
QR CODES
“Throughout the course of the year, • Understanding how to optimize and which media to include), if necessary, owners submit success stories [to Proforma scan-ability. This includes ensuring to meet their unique requirements. corporate]. This year, the case studies were that the codes are the correct sizes, printed on about five-foot freestanding have the correct spacing around them, “If want to be more relevant to an signs. Each success story had a QR code are not printed on highly reflective 18-year-old, you can’t send him to your and a text message. Each one was unique. surfaces and other best practices. regular landing page,” said Gray. “He For instance, if you didn’t use the QR code, wants to see a video or download an you could text ‘Success 42 to 77107’ for case • Sending consumers to mobile sites app. Meanwhile, you might have greater study 42. You would then receive a PDF of optimized for the target audience success with 40-year-old by giving him a that case study to your email. You could also rather than to generic landing sites. chance to win a free Kindle. It’s a bigger, [use the QR code to] vote for the success A site with a lot of Flash animation, deeper discussion than QR codes alone.” for example, might not be mobile- story that you liked the best. This opened QR code users share commonalities with friendly, and you might want to my eyes to the use of texting and QR codes heavy social media users, so it’s important suggest creating a separate, mobile- for trade show applications. When graphics to understand this connection as well. In friendly page for the campaign. Or you are being done for trade show booths or fact, QR codes are a great opportunity to get might suggest sending respondents materials, they could all be printed with the your customers into social media. Instead of from different demographics groups QR code or the text message.” sending people to your website, for example, to slightly different landing sites you might want to send them to your What is the most important factor in optimized to their interests. succeeding with such campaigns? Facebook page. Not only do you connect The call to action. • Measuring and monitoring the them to your content, but if they click the code use to determine effectiveness. “like” button, this can help the campaign to “In order for you to get someone to You might have different codes for go viral. It also serves as an automatic opt-in take action, you need to make the lure different media (one for a magazine, for direct Facebook campaigns. attractive enough, and it has to offer some another for a poster) and measure value,” said Eubanks. them against one another. This Consider Broader Efforts opens the door to additional revenue So, begin to think about QR codes more The Next Level streams, such as hosting and redirect broadly in terms of how they can benefit But if distributors are going to do more fees, as well as fees to generate your customers’ larger marketing efforts. than add value to existing print projects monthly or weekly reports. If the end user is launching a new video or use QR codes as a lead generation tool, game, you might suggest adding a QR they’re going to need to take them to the The next level is incorporating QR codes code on the packaging that will send the next level. This includes: into actual campaigns. To do this, you person to a video of the game in action or need to understand not just the mechanics even to an online demo. • Testing the codes to make sure they of these codes, but also under what work properly. If you’re going to sell conditions they work best. This requires Another more sophisticated use for QR QR codes, you need to be responsible understanding your audience so that codes is not just to push information out for ensuring that the codes were created you can target the content and even the to consumers, but to draw information correctly and point to the correct pages. presentation (including multiple media in. Send them to survey pages or even personalized URLs in exchange for a chance to win a free iPod. To win, respondents must answer survey Best Practices for QR Codes questions or provide contact information.
Like any marketing technology or application, QR codes work best when certain “Now what we are doing is building a best practices are followed. Let’s look at a few of those listed in “QR Codes: campaign,” said Gray. “We are collecting What You Need to Know,” a primer on QR codes from Digital Printing Reports. information the customer didn’t have before and using that information to communicate • Optimize the landing pages for mobile devices. with people in a more relevant way. That is • Optimize the creation and placement of QR codes for readability. where the real value is.” PS • Before deploying the campaign, test, test, test! • Make the QR code worth decoding. Provide real value on the back end. Heidi Tolliver-Nigro has been a • QR codes have little value in themselves. Use them to accomplish a specific commercial and digital printing marketing goal. industry writer and analyst for • Provide multiple paths to response – not just the code. nearly 20 years. She is a frequent Source: www.digitalprintingreports.com contributor to Print Solutions.
40 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
Meeting Digital Demand with Web Storefronts Online storefront solutions build brand value for distributors and offer methods to complement face-to-face interactions with e-commerce efficiencies. BY AMIE SHAK
42 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010 ince the advent of the Internet, of business, such as business cards and this question would be “to become or online storefronts have become stationery.” remain relevant,” said Brian Fritsche, necessities for businesses catering president of distributor software company to the ever-growing audience of Transformation President and Chief DemandBridge. “There are still some Scustomers who want to obtain products Sales Officer Linda Bishop says more outliers in our space that can deliver quickly, easily and without leaving their retail customers prefer online ordering true value and service without relying seats. Online stores have also become options because they can order when it’s on technology, but that is awfully rare. convenient for them. no-brainers for companies looking to Online storefronts for the business streamline their internal purchases. “If a distributor has a longtime consumers of print-related products are about as rare today as ‘pay at the pump’ Print distributors are no different. PSDA relationship, providing a storefront locks – and indeed many basic storefront members are using online storefronts to the customer in because the customer applications can and should be viewed reach existing customers, find new ones, has already invested time to help the as commodities – but they do build make internal purchases and set up their distributor-partner set the solution up,” brand value for distributors, and they do customers with customized retail and Bishop said. “For new prospects, offering establish barriers to exit (i.e. ‘stickiness’) internal storefronts. Some choose to offer a storefront can give the distributor an within accounts.” the online storefront as an add-on, others edge. If you don’t sell them, you’re putting your earning power at risk because you’re choose to charge extra for the service. MPX’s Jackson says a successful online at a competitive disadvantage.” In this article, we’ll look at how today’s storefront should be easy to use and printers are using the technology, identify David Houston, president and CEO of suggests companies spend time on the the benefits and downfalls of online Delta Marketing Group, agrees. search engine and add high-quality storefronts and articulate how to sell them. images and descriptions of the items so “Every one of our customers with an online it’s clear what the customer is getting. Focus on Efficiency website has a storefront that helps them Whether you’re creating an online manage all of their supplies,” Houston said. “Traditional business is more based storefront for your firm or your business- “All of our customers have them. They on taking orders; you have to think of to-business relationship, or to help provide us with online opportunities in this as more of a system,” Jackson said. improve a client’s sales to a customer, our client base that we have not had before. “Document what you’re doing and plan e-commerce brings an essential benefit: They provide us with things we’ve never what you’re setting up.” efficiency. seen before. They pull out all these products we’ve never had an opportunity to quote. Houston of Delta Marketing Group cited “Some clients used to have purchasing This gives us an opportunity to control all of several benefits to a company’s online departments,” said Susan Godfrey, their business.” storefront, noting how a storefront will marketing director for e-Quantum save processing costs and more. Inc., developer of the QUANTUM The Benefits of Digital “We’re really able to help them streamline software system for independent print Storefronts their processes and also control their and business form distributors. “We’re Why should a distributor consider an costs because it helps us with less labor cutting the purchasing department so online storefront? “First, if a distributor is and paperwork as we’re not touching the various branches are going to the only now considering offering storefronts these items,” he said. “A business card e-commerce site – they can see inventory to their customers, then the answer to order goes right to the vendor. In order levels and an image of the item – and then the order goes to the distributor” for manufacturing. Characteristics of a Successful “A little extra time up front saves a lot of time,” said Ryan Jackson, e-Quantum Online Storefront customer and chief executive officer of print services company MPX. “We’ve had What are the fundamentals of a solid web storefront? Experts cite the following most clients online for six to seven years. elements: We’ve had multiple sites set up for a lot of • Incorporates quick and simple ordering interface clients, some even set up for their clients. • Makes it easy for users to find the products We’re doing fulfillment on behalf of them, • Saves customer time and money but it’s all branded from their company.” • Secures current business • Brings in new opportunities “For the most part, it’s a cost savings for • Offers detailed descriptions us,” Jackson added. “It just makes you • Features great product photos be able to process more orders, and it takes a lot less staff to service that kind
NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 43 WEB STOREFRONTS
to help client control costs they need Now they have more time to get more if you’re asking your customers to pay, to participate in this. There’s not one personal. Instead of just taking a check why should they buy? They need to see a customer that doesn’t understand and order, they can talk to them, asking what significant difference in value.” reap the benefits of the (company’s are your marketing plans for the future. internal) online stores.” They can do higher-level selling instead Fritsche agreed. of just providing them items to sell.” In Fritsche’s opinion, offering a storefront “Getting a great technology platform, I alone is not enough. Added Fritsche: “I do believe it’s essential believe, is essential for a distributor today. to have an internal evangelist for But it won’t sell itself, and in a phrase, it’s “I do not believe that distributors can technology who can both train the sales not your ‘water’ that makes a horse drink, differentiate themselves today by showing team and be the ‘big game’ hunter for it’s the horse’s thirst. What I mean by that a storefront with online ordering. In fact, sales calls. This person can certainly be an is that a customer relationship still has to I believe you need that just to play at this experienced technology partner who has be formed. Pain has to be identified and point in time,” Fritsche said. “However, been selling in this arena and in this way solutions provided by a qualified sales I also don’t think that a distributor for years, such as DemandBridge, but over representative.” should have to settle for commoditized time, the benefits of an internal evangelist technology, as there are very rich yet will become evident. Technology is a great What Success Looks Like weapon and should be deployed wherever affordable solutions in this space today.” A successful online storefront “takes a possible, but you still need great sales solid platform, an understanding of what teams who know what they are selling to Selling It the customer truly needs and wants, great maximize its value.” Some say, however, that online service – and, where necessary, a constant storefronts won’t even be used without Bishop noted that customers still need reminder to the users that the system is knowledgeable salespeople who know to be sold on the idea of using online their best way to buy,” Fritsche said. how to sell to their customers. storefronts. Added e-Quantum Marketing Assistant “They’ve been selling face to face for so “If they’re not really sold, they won’t use Beth Pohll, “They want to go to the many years, and they think e-commerce it,” she said. “Then, installing it was wasted client and ask, ‘What are problems is going to take away meeting face time and didn’t deepen the relationship. you experience?’ and understand the to face,” said Godfrey of e-Quantum If you’re charging for set-up, be sure the power they have in their e-commerce Inc. “But what it’s going to do is offer customer sees value in the price. Many site to solve those problems. At that even more when they go see the client. customers may be offering a free solution; point, it becomes such a solution that
This template shows a sample online storefront from e-Quantum Inc. (www.e-quantum.com), developer This screen shows a sample online storefront powered by MPX of the QUANTUM software system for independent (www.mpxonline.com), a company that specializes in custom print and business form distributors. business solutions and print services that improve operational efficiency and achieve marketing objectives.
44 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010 the e-commerce site has become the others are transaction-based. We don’t process in order to ensure that it will purchasing department. Those are the want one order from a client, we want a be profitable.” ones that are tripling the size of their majority, so we use technology to create “The client has to be educated and in companies. Even in these times they are efficiencies and cost savings for the client. charge for the distributor managing the doubling and tripling their sales.” A majority of our revenue comes from online retail site,” he said, adding that our technology.” Joseph Falcone, managing partner of key questions include: Who owns the The Sourcing Group, LLC, said his inventory? Who chooses merchandise? company uses online storefronts through An Alternate Perspective How much are site set-up costs? Who e-Quantum for retail, business-to- Not everyone shares the opinion that online manages the site? Who handles elements business and business-to-consumer retail storefronts are essential. Houston such as returns, credit card processing, purposes. noted that he’s seen many more challenges inventory management, fulfillment and P on the retail side of online stores. customer service? S “The technology platform e-commerce solution is fairly easy; you may need some “Most clients like the idea of supporting updates because technology changes as an organization where a company’s Amie Shak is a Print Solutions quickly as you and I put them out,” he efforts with branded merchandise are staff writer. Contact her at said. “I think the benefits have been that there for its employees or members. The [email protected]. it’s very, extremely cost beneficial to use distributor sees this as an opportunity for technology solutions - the (e-Quantum) new business through the design and sale staff is knowledgeable and supportive.” of branded merchandise.”
“We’re different than most distributors,” But before the distributor sells an online Falcone said. “Everything we sell is driven store, Houston notes, it needs to complete around a technology platform, whereas a matrix with all the costs related to the
NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 45 Flexography Braces for Digital Tidal Wave Labelexpo Americas 2010 – one of the largest events worldwide for the label, web printing, product decoration, converting and packaging industries – reveals that while flexography continues to dominate in label production, digital printing systems are gaining ground. BY IVARS SARKANS
46 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010 echnology to the Rescue was match the best quality achievable with technology for each type of label, but the theme of September’s flexo or offset equipment. instead to highlight the strengths and Labelexpo Americas 2010 in limitations of each printing process. The suburban Chicago. The show, Hands-on Technology workshop did this admirably, and visitors Twhich included several PSDA member had a unique opportunity to examine the exhibitors, provided strong evidence A very significant exhibit for both technology details and “touch and feel” that technological innovations have distributors and visitors shopping for new the result from true side-by-side runs of contributed to the vitality of the label equipment was a Technology Workshop identical labels. industry despite adverse economic section of Labelexpo, demonstrating conditions. The show saw nearly 400 the printing of labels, identical in While flexography continues to national and international suppliers design and material, with four different dominate in label production, Labelexpo bringing their latest developments in imaging technologies. Flexographic Americas 2010 showed recognition technology and materials to demonstrate to the North American market. Many of the market leaders – such as Nilpeter, Because digital printing poses the greatest MPS, Mark Andy, HP, Xeikon, Omet, Gallus, Esko Artwork and Prati – threat to flexo in the growing short-run introduced new products. segment of labels, the latest flexo press With many new equipment introductions and crowded exhibits, the event had models are designed to minimize job an aura of energy, serious interest in equipment purchases and expectation of setup time and waste. business growth. While the demand for conventional pressure-sensitive labels has been stable, the label industry is printing was on a Nilpeter FB 3000-S of the growing challenge from digital experiencing significant volume gains narrow-web eight-color press. A Jetrion printing systems and an intense focus in film-based products, shrink sleeves, 4830W digital press from EFI showed by conventional press suppliers on flexible packaging, folding cartons and UV ink-jet capabilities. Liquid toner improving the competitive positions of other niches. Labelexpo sent a clear signal electrophotography was represented their machines. Because digital printing that labels and broader narrow-web by an HP Indigo WS-6000 label web poses the greatest threat to flexo in the flexography products are among the most press. For dry toner digital printing, growing short-run segment of labels, the dynamic and growing segments of the Xeikon provided a model 3030 five-color latest flexo press models are designed printing industry. 13-inch-wide press. The four different to minimize job setup time and waste. presses were complemented by the latest Major advances in automation of press An important aspect of printing industry prepress and MIS systems for label settings, shortened web paths and shows is their educational value, and production. Demonstrations of process special slow-speed provisions during Labelexpo seemed to meet visitor color printing alternated between food, final adjustments lower the economical expectations both on the show floor and pharmaceutical and cosmetic labels. minimum run size. Many of these in related seminars. For manufacturers, The intent was not to show a “winning” advances are enabled by availability of this was an exceptional opportunity to high-precision servomotors, which are compare the latest advances in flexo common on the latest multi-color presses. productivity, quality and versatility Practically all settings for repeat jobs can with a sizable number of new digital be performed automatically on some printing systems that eliminate plates, models. The show had presses that could plate mounting, plate sleeves or cylinders reset themselves to a “zero” position and and anilox rolls. For printed product bring a new job quickly in register based users, distributors and other sellers, the on timing marks. Low-cost plate sleeves show had a wealth of product ideas, minimize the investment needed for an information about best fit for each effective pre-mounting system to avoid technology and guidelines for matching press delays on short runs. Mark Andy projects with supplier capabilities. One introduced a new model with flexo plate example of this was the digitally printed cylinder circumference range down to 5.5 product display in the HP Indigo exhibit, inches to keep short-run plate costs low. with a wide range of very high-quality wine and other premium product labels. Plate imaging, plate material and The samples left little doubt that digital anilox roll technology advances have printing and related finishing options can been coordinated to achieve what has
NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 47 DIGITAL TIDAL WAVE
stations, unwind, rewind and die cutting are on cantilevered steel sub-frames attached to the huge granite blocks. Typical of new models seen at Labelexpo, this press is designed for both paper and film materials, job changeovers require no tools and most settings have been automated.
The Advance of Digital Can all of these flexography advances hold back the digital tidal wave? The best hope may be to slow it down. Flexo cannot claim a quality advantage over digital printing, as a large number of samples from some of the digital presses at Labelexpo confirm. For short-run production, a major limitation to flexo is plate mounting time. The manufacturers need a very large inventory of plate sleeves or cylinders to pre-mount plates and avoid press delays. If press operators The 13-inch-wide Gallus ECS-340, introduced at Labelexpo in a five-color version, was have to mount plates or wait for mounted among the unique flexo label presses for high-quality color on display at the show. The plates, the value of expensive automated most distinguishing feature of this press is a large granite gear side frame to minimize setup features can be greatly reduced. vibrations at the rated maximum 492 feet per minute. All print stations, unwind, rewind and die cutting are on cantilevered steel sub-frames attached to the huge granite blocks. The digital printing segment of Labelexpo Americas 2010 had a record number of exhibitors – more than 25 suppliers with been designated as “high definition” new 13-inch-wide Gallus ECS-340, more than 35 different models. Current flexography, promoted as being able to introduced at Labelexpo in a five-color estimates indicate that the worldwide match the best attainable offset, gravure version. The most distinguishing feature installed base of digital label presses will and digital print quality with late model of this press is a large granite gear side exceed 1,300 by the end of 2010, and presses. The most unique flexo label frame to minimize vibrations at the rated these machines are selling at a faster unit- press for high-quality color was the maximum 492 feet per minute. All print count rate than flexo presses. The impact
48 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
DIGITAL TIDAL WAVE
on actual label production so far has been included both familiar and new names. Looking Ahead modest due to the run speed limitations EFI demonstrated the latest 9.0-inch-wide The future of the label industry will of popular electrophotographic models Jetrion 4000 series presses, designed for include a growing number of plants and the web with restrictions of many printing process colors, plus white ink at with both digital and flexo presses. With ultraviolet (UV) inkjet label presses. speeds up to 120 feet per minute. These many inkjet press suppliers and no clear presses use popular Xaar drop-on-demand leaders at this time, this technology can The market leader in installations and print heads, with 1,080 dpi resolution and be rated as high promise but uncertain benchmark-level color quality has been eight variable drop sizes. A significant adoption rate. This gives a window of HP Indigo, and its new WS-6000 model innovation on the Jetrion presses is new opportunity to HP Indigo and Xeikon offers higher speeds combined with a flexible UV ink for shrink sleeves and electrophotographic systems. Digital large print repeat. This 12.5-inch web availability of low-heat light emitting press capabilities create the opportunity width model can run two-color work at diode (LED-UV) dryers for printing on for new on-demand printing business 196 feet per minute and four colors at unsupported films. UV inkjet printing models, production systems linked 98 feet per minute with print repeat up produces a durable, glossy image and does with on-line sales programs and hybrid to 38.6 inches. Additional capabilities not require specially pre-treated materials. machines. An example of this is a include up to seven colors, white ink, 20-color press built by Omet for security enhanced gamut six-color printing to A new 13-inch-wide UV inkjet press printing with a combination of UV-flexo, match most PMS colors and an online model DSI-4330 from Stork Prints, also water base and solvent flexo, plus digital web conditioning module to eliminate the using Xaar heads, is configured like a printing stations. Both conventional and need for pre-treated stock. typical label press, with in-line die cutting hybrid flexo presses are being designed for an extended range of products, not Presentations by HP Indigo press owners and other printing or processing stations. just labels. at Labelexpo indicated high end user The inkjet section of this machine can also be installed on a conventional flexo satisfaction with print quality, to the point Flexible packaging, security products, press. Digital printing is at 360 x 360 dpi, where some buyers demand it and are printed electronics, labels with integrated with enhancements to reach 1,000 dpi willing to pay a premium for orders beyond RFID, folding cartons, raised image the economical run size of these digital perceived resolution, and 120 feet per printing and other specialties can be presses. Several manufacturers running minute rated speed. reached with the latest generation of HP Indigo presses in predominantly A new UV inkjet entry at Labelexpo from label-heritage presses. Because the new flexo plants reported that orders under Durst Phototechnik (Italy), the narrow flexo presses are far more productive than approximately 15,000 lineal feet are older models, a new machine can replace web Tau 150-8C, has a relatively high routinely scheduled for digital printing, two or three existing 1980s or earlier rated speed, 160 feet per minute, and can with major complementary improvements vintage presses. print up to eight colors on webs from in productivity on flexo equipment due to 4 inches to 6.5 inches wide. Using the increased average run length. The plants with the latest equipment six-color Hexachrome method, the wide and the right digital-flexo balance will Xeikon has developed a stronger focus on color gamut of this press can duplicate have a sizable productivity advantage, the label and packaging market with a new close to 90 percent of PMS spot colors, which may lead to more consolidation series of dry toner digital presses in both according to Durst. The additional two among label and narrow web packaging 13-inch and 20.5-inch web width models. inkjet stations can be used for white and manufacturers into larger organizations Running speeds can range up to 63 feet per a solid or pattern varnish. This press also that can justify the investment in new minute, and the continuous web feeding uses Xaar printheads. equipment and skills to keep pace with on these machines is compatible with advancing technology. PS some in-line processing equipment. Print Domino introduced a new 13.1-inch- quality, with 1,200 x 3,600 dpi resolution, wide four-color press with 600 dpi is close to the best attainable on current Kyocera UV inkjet heads. This is also Ivars Sarkans is president digital presses, and new toners have been among the fastest current generation of consulting firm Sarkans approved for food packages. A 20.5-inch models, rated at 164 feet per minute, with & Associates of Los Angeles, Xeikon 3500 press was demonstrated four levels of gray, or 246 feet per minute California and a longtime with an in-line gloss varnish system that with three levels of grey, as determined by contributor to PSDA publications. can also be used to add unique security variable size ink drops. Contact him at 323.221.7791 or patterns to the coating. [email protected], or visit The above are only a few selected www.sarkans.com to learn more. examples of the growing choice in inkjet Inkjet Presses: New and presses, which includes models running Familiar Names solvent and water-base pigment inks for The large population of inkjet web applications that may not be suitable for presses, predominantly using UV inks, UV inks.
50 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
CASE STUDY
A savvy supplier and innovative distributor join forces to harness the benefits of variable data printing to help a unique client – an optometrist who wanted to encourage more patients to get their eyes checked regularly.
“The success of our Visionary Resources VDP program has been a springboard into other uses of the power of digital print that we are in the process of bringing to our customer base. We now have the experience and confidence to rebrand what we are and what we do as ‘marketing solutions providers.’ And it all started when instead of just accepting an exact repeat order we asked, ‘What if?’ ” Tim Koenigs President, Koenigs ProSource Inc., Waukesha, Wis.
In this case study, Print Solutions spotlights the success of a variable data printed postcard campaign – an exceptional effort that earned the participants a grand prize in the Digital Printing, Short Run, category of the annual PEAK Awards competition, sponsored by Print Solutions Magazine.
Issue/Need to be Addressed Client An optometrist needed to send reminders to patients A Wisconsin optometrist about scheduling eye exams. Distributor Objective Tim Koenigs, Koenigs ProSource Inc., Waukesha, Wis. The objective was to improve the percentage of patients www.koenigs.com who have their eyes checked once a year and reduce the percentage of patients who don’t return within four years. Supplier Printco, Omro, Wis. – www.printco.com Solution Use variable data printed (VDP) postcards, segmented Hardware by age group and time elapsed since an individual’s Printed on an HP Indigo 3050 Digital Press – www.hp.com; previous exam. UV coating: Duplo Ultra 14 UV coater – www.duplousa.com
Challenge Software Setting up the VDP software to image 20 different Koenigs ProSource provided an Excel comma delimited messages. file to Printco, which used DirectSmile software (www.directsmile.de) and HP’s Yours Truly software to Results design and personalize the postcards. It also used The optometrist received many comments and CASS-certified mailing software. compliments about the recall cards from patients, who were amazed by the level of personalization. The distributor Target Audience since has sold the program to several additional eye Patients of all ages (from youngsters to seniors) of clinics that use it or are in the process of implementing an optometric practice. The initial client ordered 562 the program. postcards, which was a one-month supply.
case study continues on page 54
52 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
CASE STUDY
he client called Koenigs for the office staff to send out quickly. recipients had their names imaged on ProSource to reorder letterhead pairs of eyeglasses, which were being and envelopes so he could send Koenigs ProSource worked with Printco held up to a blurry eye chart in the reminders to patients about Inc. to produce personalized postcards, background. Some of the designs were T printed on 110# gloss cover stock. The scheduling eye exams. Along with the part of Printco’s Emotional Expressions letters, office workers sometimes included client opted for UV coated 8½-inch x 5 line; others were custom designed. Based handwritten Post-it notes. ½-inch postcards, despite higher postage on changes that can occur in eye health costs, because he believed the larger cards as people age, the client wrote different Koenigs ProSource President Tim would stand out from other mail that letters for each group reminding them of Koenigs suggested the client take people received. the importance of eye check-ups. advantage of information in his patient database to produce variably printed The optometrist decided to split his The personalization didn’t stop there. recall cards. The optometrist agreed, patients into five groups, based on age; The optometrist wanted to further divide hoping to improve the percentage of each group received a card with different each age group into four subgroups, patients who have their eyes checked graphics (see samples, pictured). For based on whether it had been one, two, once a year and reduce the percentage example, children received a postcard three or four or more years since the of patients who don’t return within four with a photograph showing a child person’s previous eye exam. Each message years of their last exams. The solution spelling out the recipient’s name with incorporated that information as well, needed to be “eye-catching” – and simple pebbles on a beach. Another set of resulting in 20 different possible messages
The optometrist split his patients into five groups based on age: Ages 1-12, 13-20, 21-43, 44-64 and 65-plus. Members of each group received a postcard with different graphics.
54 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
CASE STUDY
Why It Worked appointment. The postcards streamlined The personalized postcards accomplish the time-intensive process of preparing, much more than stock postcards used folding and mailing the letters. by many optometric practices. The size With most practices, the biggest challenge of the card, the glossy photo and the is extracting the relevant data from their unique presentation of the recipients practice management software. Often, the name make the card stand out in the office staff does not know how to provide mail, so there is a high probability that the data that Koenigs ProSource needs. the message will be read. The message is Working with the software companies relevant to the recipients as it speaks to is complicated by the fact that many that were imaged on the reverse sides of where they are in “vision life” and how of them offer competing appointment the postcards. long it has been since their last eye exams. reminder services via email messages. The longer it has been, the firmer the Setting up the VDP software to image so Koenigs ProSource customer service message becomes. Telling patients how many different messages took considerable staff works with the clinics to help them much time has passed since a previous time and effort. Koenigs ProSource submit the database in a usable fashion. exam has a much greater impact than supplied to Printco a database with each a card that says, “Call to schedule your patient’s name, address, birth date and last appointment.” Ditto the explanation of Long-Term Impact appointment date. Using Boolean logic how eye health is related to age. Offices Since the initial sale, Koenigs ProSource based on whether someone’s birthday was save processing time because they don’t has partnered with the optometrist before one date and after another date, image and burst the cards themselves, to form a company called Visionary Printco ensured that the correct graphics and clients like the personalized graphics. Resources (www.visionaryresources.com) were imaged on the front of each postcard. The client calculated that the cards paid to offer these VDP postcards and other The birth date, coupled with the number for themselves when one additional optical practice improvement products to of years since a previous appointment, person per month called to schedule an the optometric industry. PS determined which message was imaged on the reverse side of the postcard. The optometrist worked closely with Koenigs ProSource and Printco to ensure the text of each message fit in the designated spot on the postcard.
Within each message, the optometrist’s phone number was printed in boldface type so recipients could find it easily when they were ready to set up appointments. The practice’s logo, along with street address and phone number, was printed at the bottom of the postcard. In addition, the name and address of the practice were printed in a return address field, and the name and address of the recipient were The optometrist’s sample postcards show personalized messaging made possible by variable data printing technologies. imaged on the postcard, saving processing time at the optometric practice.
The office’s staff members wanted the flexibility to mail the cards, in part so they could discard postcards of people who had set up appointments without a reminder. Therefore, Printco also imaged the mail date (calculated on the anniversary of the last appointment) in the upper right corner of the reverse side of the post card. The office staff simply placed a stamp atop the mail date, which was not visible to the recipient.
56 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010
INDUSTRY NEWS COMPILED BY FRANCES MOFFETT
WorkflowOne Parent B&W Press Introduces New, Low-Cost Mailer Company Files for PSDA member company B&W Press recently introduced its Mini “Slim”TM Catalog Bankruptcy Mailer. The mailer is designed to stimulate web traffic, prospect or sell very specific Citing a need to restructure senior items (close-outs, clearance, overstock, etc.) at a much lower cost than via a standard debt, the parent company of Dayton, catalog. This postage-saving format is designed for in-line mailing at the best per-piece Ohio-based distributor WorkflowOne value. B&W Press’ exclusive in-line unique finishing technology allows the company to recently filed for Chapter 11 bankruptcy web print UV 4+4 and finish and personalize two sides. Pictured promoting the new protection in Virginia, saying the move product from B&W Press are Paul Beegan, Karen Talbot and Dan Kimball. “is of a narrow scope” that won’t result in any “disruption to business.” The filing – formally made by WF Capital Holdings Inc., Workflow Management Inc. and other affiliated holdings – lists both company assets and debt of up to $500 million. After filing for bankruptcy, the company also announced a restructuring plan designed to alleviate bank debt, satisfy creditors and exit from court protection. In its August 2010 issue, Print Solutions Magazine ranked WorkflowOne as the top distributor in its annual ranking, with sales in 2009 totaling more than $6.6 billion. That total, however, represented a 20 percent decline in sales from 2008.
Strata-Tac Showcases New Facility, Product PSDA member company Strata-Tac, a manufacturer of adhesive-coated, top- Ennis Announces Revenue Report, Acquisition coated and laminated products, recently of Atlas Tag & Label Inc. Assets held an open house to show off its 47,000 PSDA member company Ennis recently reported square-foot facility in suburban Chicago that consolidated revenues for the six months that is now home to two new Black ended Aug. 31, 2010, were $283.8 million, Clawson coating lines. Strata-Tac also compared to $268.6 million for the same period launched its latest product, the Digi-Tat, ended last year, an increase of $15.2 million or a temporary tattoo that can be digitally 5.7 percent. Second-quarter net sales increased printed. The event offered a chance for by $5.2 million, or 3.8 percent, from $137.8 million to $143 million. Print sales for the distributors, manufacturers and suppliers to quarter were $69.1 million, compared to $73.9 million for the same quarter last year, a discuss new ways to grow their businesses, decrease of 6.5 percent. Meanwhile, Ennis Inc. recently announced the acquisition of with a focus around coated films and certain assets of fellow PSDA member company Atlas Tag & Label Inc. The operation will specialty label stock. Pictured here during expand the company’s capabilities in the tag and label product lines sold through the the Strata-Tac event are (from left) Kevin indirect sales (distributorship) marketplace. Customers can continue contacting Atlas Springer from Proforma (distributor), under the same methods. No changes to day-to-day operations have been made, and Atlas Dave Steidinger from Tamarack Products will continue to operate in its Wisconsin facility. (supplier) and Bob Berardino from The Flesh Company (manufacturer).
InnerWorkings Named to InformationWeek 500 Chicago-based InnerWorkings Inc., a provider of managed print and promotional solutions, recently was named to the InformationWeek 500, an annual listing of the United States’ most innovative users of business technology. InnerWorkings was selected for its e-commerce site Inkchaser and the integration of the site with the company’s core print sourcing and procurement platform, PPM4. In 2009, InnerWorkings launched Inkchaser to enable users to buy print online. By integrating the site with its PPM4 technology platform, InnerWorkings was able to centralize order processing across both platforms, better leverage its database of historical pricing data and reduce transaction costs.
58 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010 INDUSTRY NEWS
MPX Cited among 2010 Best production after a multimillion-dollar R.R. Donnelley Develops Places to Work in Maine purchase of five HP Indigo W7200 Innovative Digital Press PSDA member distributor MPX was digital presses. The upgrade is expected Chicago-based R.R. Donnelley & Sons recently named one of the 2010 Best Places to reduce waste and improve operational Co. recently announced that it has to Work in Maine. To be considered for flexibility. The five-press deal is one of the developed the industry’s first 60-inch- the list, companies were evaluated based largest installations ever completed for wide high-speed ink jet digital press. New on their workplace policies, practices continuous-feed Indigo presses. 60-inch presses, expected to be deployed and demographics. The second part of in the first half of 2011, will enhance the evaluation consisted of a survey to WebbMason Touts Record the company’s fleet of proprietary measure the employee experience. Sales Month in 21-Year ProteusJet digital printing units. One History recently expanded production facility Airplane Subsidiary alone will utilize five ProteusJet presses On the strength of its proprietary to produce trade and educational books. Completes Analog-to- marketing systems automation The company has integrated one- and Digital Print Transition technology, WebbMason Inc. recorded multiple-color digital printing presses with HP Presses its best-ever sales month in August with delivery systems that enable digitally Jeppesen, a Boeing Commercial 2010, achieving more than $8 million in printed content to be finished in-line Airplanes subsidiary that delivers aviation revenue. With its on-demand marketing into books, direct mail pieces, catalogs, charts, data and operational tools for systems, WebbMason, a well-known print marketing communications, magazines the global transportation industry, is and brand management service company, and other products. converting its remaining analog offset is on pace to increase revenue 31 percent chart-printing operations to digital this year from 2009.
NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 59 INDUSTRY NEWS
DataSource Signs Deal with Phillips Edison & Company DataSource Inc., a print supply chain management company, recently announced an People agreement with Phillips Edison & Company, an integrated retail real estate company with a portfolio of more than 25 million square feet of neighborhood shopping Allen-Bailey Appoints centers across the United States. The terms of the new agreement include supply chain Novick as Director of management of printed goods, design and creative services, as well as integrating web-based fulfillment and distribution. Customer Service PSDA member company Allen- Flottman Company Receives Family Business Honor Bailey Tag & Label Inc. recently named The University of Cincinnati’s Goering Center for Arthur B. Novick as Family and Private Business recently honored Flottman its director of Company, a full-service graphic communications customer service. company and PSDA member, as the 2010 Tri-State Novick is taking on Family Business of the Year (50 Plus Years in Business). the role previously held by one of the Nominees for this award – for companies in the owners of Allen-Bailey, Jennifer Chapman, Cincinnati area in Ohio, Kentucky and Indiana – are as she plans to retire during the fourth judged on the 10 best practices of successful family and quarter of 2010. Novick has extensive private businesses, including developing, regularly experience with printing companies and updating and communicating a business strategic plan, the establishment of either a holds a black belt in Lean Six Sigma. board of advisers or directors that includes non-family members, and the Allen-Bailey will celebrate its 100th implementation of leadership development plans for key positions and possible anniversary in 2011 as a leading printing successors. Flottman provides an array of printing and marketing services for the company manufacturing tags and labels. commercial market; it also specializes in pharmaceutical printing and manufacturing pharmaceutical inserts and outserts. Proforma Family Appleton Launches Imaging Chemistry for Direct Mourns Loss of Thermal Label Facestocks Longtime Owner Vento Proforma recently PSDA member $SSOHWRQ recently announced the introduced a new imaging chemistry for its passing of John topcoated direct thermal label facestocks. Vento, one of the The new patent-pending technology platform has been deployed across Appleton’s earliest Proforma core direct thermal label grades, Résiste® 900-3.0 and Résiste® 190-3.2. The upgraded owners. Vento joined label facestocks each hold the highest rating (A grade) for overall quality and the Proforma family performance as established by the American National Standard Institute, even after in October 1988. For exposure to high heat and humidity conditions. more than 20 years, he played an active role in the company, becoming the first member of Proforma’s Multi-Million Southern Lithoplate Completes Acquisition Dollar Club and serving as a pioneer for Last month, North Carolina-based Southern Lithoplate Inc. acquired Konica Minolta the Proforma Owner Advisory Council Graphic Imaging Inc.’s offset printing plate business. The acquisition covered Konica’s (OAC). Through his dedication and North American digital and conventional plate business, including the American steadfast commitment to the company, he Litho Inc. subsidiary in Grand Rapids, Mich. Southern Lithoplate specializes in the became a beloved friend and trusted manufacture, distribution and service of analog and digital plates and associated adviser to Proforma founder Greg products for targeted print markets. Muzzillo. “John provided me with sound advice during some key developmental years in Proforma’s history. In some ways, Graphics Plus Partners with CCI/CoakleyTech he was like a second father to me,” said Graphics Plus Inc., which has provided comprehensive production support for print Muzzillo. Vento turned to Proforma after and digital media marketing communication for nearly 40 years, recently announced a serving as a senior executive at the partnership with CCI/CoakleyTech that enables both companies to expand their offer- Burroughs Corp. for 30 years. His wife ings of document management and marketing support solutions. Additional benefits Angela and three sons – Joseph, Paul and to customers include access to one-, two- and four-color web printing presses; expand- John “Jay” Jr. – all held various positions ed variable data and digital print capabilities; pURL development; and access to an with Proforma. He is survived by his wife array of trade show materials. and sons, as well as six grandchildren.
60 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010 INDUSTRY NEWS
ICS Names Caldwell first use of a monitor utilized for proofing seven years; during this time, he has President in a pressroom. worked to provide custom solutions for The Board of Teraco customers, including innovations Directors of Teraco Announces General in the plastic card market. Integrated Color Sales Manager Promotions Solutions (ICS), a Glatfelter Promotes provider of monitor Wernoch to Newly proofing systems, Created Position recently promoted PSDA member Glatfelter, a global Dan Caldwell to supplier of specialty paper and president. Caldwell, a graphics industry veteran, joined the company in 2001 to engineered products, recently announced help guide ICS technology to market. He the promotion of Tom Wernoch to the was appointed vice president of Teraco Inc., a manufacturer of plastic newly created post of vice president of operations in 2003. In his new role, cards, recently announced the sales, printing and carbonless papers Caldwell will oversee sales and marketing promotions of Jeff Kush (left) and Steve division. Wernoch will have overall sales and the company’s daily operations. Kalbach (right) to the role of general sales responsibility for the entire division, During Caldwell’s tenure at ICS, the manager. Kalbach has more than 11 years including the carbonless and forms and company has invented and patented the of experience in the plastic card industry book publishing groups. He brings more concept of color accurate verified remote and comes to Teraco from Innovative than 17 years of experience in the paper proofing by introducing the first certified Plastic, which Teraco purchased in June industry, most recently as director of sales proof using a computer monitor and the 2008. Kush has been with Teraco for for book publishing papers. Wernoch
NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 61 INDUSTRY NEWS has extensive experience in negotiating ULTRASEAL pressure seal solutions multiyear contracts, strategy development reduce processing times and costs, lower and execution and customer relationship Products postage expenses, eliminate envelopes management. Three New Formax and provide an environmentally friendly alternative to traditional mailings. They Shredders Offer Variety are available in a variety of colors, sizes Timberlake Retires after of Features 46 Years with Gill Studios and formats and offer various security features. Learn more at www.relyco.com. Larry Timberlake recently retired from Gill Studios Inc. after 46 years of working with the company. During his time at Twizla™ Puts a New Spin Gill, Timberlake had gone from running on Eye-Catching Signage a press to managing the camera and Above All Advertising Inc., an typesetting departments and eventually international provider of inflatables and the entire graphics operation. In 1975, he advertising signage solutions, recently became an account executive in the sales unveiled the Twizla™. With the ability department and was eventually made vice to be used on concrete, carpet or grass, president of sales. the Twizla™ provides multiple imprint surfaces in the area where ordinarily ASB Names Fiala Vice one flag would stand. Standing eight President of Operations feet tall, the flag (with optional three or four panels) rotates on a lightweight American Solutions aluminum pole with a ball-bearing, for Business (ASB), a hardened steel ground spike. Molded distributor of Formax, a leader in the design, adaptors and steel tension bars provide printing, promotions engineering, sales and support of the opportunity for an alternate shape and enterprise-wide paper processing equipment, recently to increase visibility. The panels, made document introduced three new shredders offering of a premium polyester material, are management imprinted using a digital dye sublimation solutions, recently a range of options, from hands-free process. Learn more at announced that Bob Fiala has been operation to automatic blade oiling: the www.abovealladvertising.com. named vice president of operations. A FD 8500AF AutoFeed Office Shredder 33-year print industry veteran, Fiala (pictured), which has a capacity of joined ASB as a sales team manager in up to 175 sheets, up to 11 inches x 17 2008. He began his career with Arnold inches; the FD 8650CC AutoOiler Office Corporation as a major accounts manager Shredder, which shreds up to 28 sheets and later joined Woodbury Business at a time at speeds of up to 30 feet per Systems as director of operations, Plantrol minute; and the FD 8202CC Deskside Systems as director of sales and Shredder, which includes a specially marketing and Moore North America as designed infeed to accommodate CDs a sales representative. Prior to joining and credit cards, in addition to 20 sheets ASB, he was the Midwest regional sales of paper up to 8.9 inches wide. Learn manager for Miami Systems. more at www.formax.com. Relyco Launches ULTRASEAL Line of Pressure Seal Solutions Relyco, a provider of value-added business printing solutions, business equipment and check printing solutions, recently unveiled its ULTRASEAL brand of one-piece pressure seal self-mailer forms for creating cost-effective and secure “ready-to-mail” documents for any type of mailing application. Relyco’s
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4Over Inc. 31 www.4over.com Growll.com 23 www.growll.com Business Stationery Inc. 63 www.bsiprint.com Kay Toledo Tag 55 www.kaytag.com Carolina Cut Sheets 45 www.champion-industries.com Label Art 15 www.labelart.com Continental Datalabel BC www.datalabel.com National Imprint Corporation 51 www.national-imprint.com Data Papers Inc. 41 www.datapapers.com Printco Inc. 57 www.printco.com Discount Labels 17 www.discountlabels.com Printegra 32 www.printegra.com Enfusion 13 www.enfusion.net Promotional Products Association Intl. 39 www.ppai.org Ennis IFC, 1, 2 www.ennis.com/solutions RepaCorp 11 www.repacorp.com Ennis Envelopes 27 www.ennis.com/envelopes The Flesh Company 35 www.fleshco.com Ennis Tag & Label 49 www.ennis.com/labels Uncompromised Check Solutions IBC www.uncompromisedchecks.com Folder Express insert, 32-33 www.folderexpress.com US Tag 45 www.champion-industries.com Formax 59 www.formax.com Ward/Kraft Inc. 7 www.wardkraft.com FormStore Inc. 64 www.formstore.com Western States Envelope & Label 61 www.westernstatesenvelope.com Foster Printing 53 www.fosterprinting.com Wilmer 19 www.4wilmer.com GDS Professional Business Displays 19 www.gdsdisplay.com Wise 5 www.wbf.com Graphic Dimensions 9 www.graphicdimensions.net Wright Enterprises 25 www.wrightbg.com
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NOVEMBER 2010 PSDA.ORG | PRINT SOLUTIONS 71 SPOTLIGHT
shorter road races. Running, said Condon, is “a nice mental break. It’s Man on the Run relaxing.” BY KATHERINE HOUSE Then a casual conversation helped turn a one-time event into an annual tradition. In 2005, Condon was talking to another runner who wanted to try a marathon. He agreed to attempt the marathon again, and six weeks later, completed the event t started innocently enough. In 1991, Steve Condon, now with his friend. Since 2005, he has fin- a senior client manager with The Allied Group, decided to ished the Boston Marathon every year. start exercising. A former high school basketball player, he had participated in intramural sports while attending Boston Condon loves the event’s family ICollege, but he had been out of college for a few years and wanted atmosphere. His father drives him to the to get active again. starting line, and then watches from the same spot every year. His wife Maureen Running seemed like a good fit for his lifestyle, so he started and his two daughters always cheer him training for an upcoming road race. After completing the seven- on at Mile 17. And one client lives along mile course, he set his sights higher. Why not try the ultimate road the route at Mile 15. A few years ago, he race for a Boston native? Condon was familiar with the Boston had to turn down the customer’s offer of Marathon as a spectator. He had grown up watching runners pass beer and a hot dog, he said with a chuckle, through his hometown of Framingham and had been part of the raucous Boston College “as much as I want to be good to clients.” crowd that cheered on participants. Fortunately for him, his wife understands In April 1992, after slightly more than a year of training, Condon entered – and completed – his passion; she is a runner, too. He the Boston Marathon. He felt a huge sense of accomplishment, but he also did not have fits in his training around a busy work the urge to do it again. With the marathon behind him, he continued to compete in schedule and family activities. One of the hardest parts about training for the Boston Marathon is the weather, says Below: After the 2010 Boston Marathon, Steve Condon celebrates with (from left) wife Condon. The race occurs in April, so the Maureen and daughters Erin and Alison. most intensive training takes place during New England’s toughest winter months, Above: Steve Condon takes a brief break at Mile 17 during the 2010 Boston Marathon. January through March.
“It’s tough in bad weather,” he said of training on cold mornings. “There are so many other things I’d love to do, including staying in bed.” But he gets up anyway because he loves the challenge – and because he doesn’t like training on a track or a treadmill.
For much of the year, he runs three to five miles three days a week, and seven to 11 miles on Saturday mornings. At the height of his training, he runs about 35 miles weekly. He has never had a coach, but learns techniques by reading Runner’s World magazine, talking to fellow runners and observing the performances of better runners. Now 44, Condon says he is in better shape today than he was in college. He completed the 2010 course in his best time: four hours and nine minutes.
So, if you are in the Boston area on April 18, 2011, look for Steve among the runners. Just don’t offer him a hot dog. PS
72 PRINT SOLUTIONS | PSDA.ORG NOVEMBER 2010 Financial industry check-related losses:
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