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Extra info for Analogue-to-Digital Printing - Navigating the Transition

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Cataloguers have perhaps been the poster children for multichannel marketing. And, in fact, it is telling that the leading trade publication for the industry—Catalog Age— renamed itself Multi-Channel Merchant several years ago. Cataloguers have availed themselves of a wide variety of media and channels to wrangle sales—printed catalogues, e-mail marketing, general Internet marketing, cable television, retail stores, branded ‘advertorial’ content, and so forth. Some retailers are quite relentless, to which a look at one’s e-mail inbox just prior to Christmas 2009 would attest.

Some retailers are quite relentless, to which a look at one’s e-mail inbox just prior to Christmas 2009 would attest. Cataloguers are forever looking for audiences with characteristics that meet their merchandise profiles. One common way is to buy a circulation list from a magazine whose editorial content is congruent with the cataloguer’s merchandise. ’ product recommendations24. It is somewhat ironic that the companies with the most comprehensive databases (cataloguers) have been the least likely to seize upon advanced customisation or personalisation.

How many copies do they really need? In some cases, the decision is quite clear: They need just 100 or fewer copies, and an offset run—even if the per-unit cost were less—would still be overkill. On the other hand, they may need 10,000 copies. In both these cases, the situation is quite clear to choose one process over another. In some cases, the desired print run may come close to whatever the tipping This is off-topic here, but this is often why some people think that digital printing is more environmentally responsible than offset, since with digital, you’re printing only what you need and not dumping leftovers into a landfill.

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