This article is contributed by Keith Whisler, Technology and Research Analyst, Printing Industries of America. He also manages Printing Industries of America’s Production Manager Listserv Group. Eleven years ago I began working with a large multi-facility commercial printing company, and one of the first things they did was include me in the company’s prepress listserv. It was nice at first because, being new, I didn’t get much email. The listserv provided a steady stream of messages to read. Many of which looked interesting, so I began saving them in a separate folder. As time went on, however, I found the listserv to be a useful resource. It was like having over 100 counterparts instantly available to answer questions and provide support. If I couldn’t remember a setting in an application, I just had to ask the question on the listserv to receive multiple answers. Have problems with a file or project? ­Ask the listserv. I wish I had a dollar for every time someone asked to have an InDesign file back saved. If something came up that I knew was previously posted on the listserv, I could browse through my archives. It was a great tool that our organization took full advantage of. Nowadays we have Twitter, LinkedIn Groups, online forums, blogs, and an assortment of other social media and information sharing services. All of these have great features and are very useful, but do they replace the good ole listserv? Twitter is great to get an idea out to your followers as long as it is short and sweet. LinkedIn Groups are a great place to share ideas within a specified topic, but maybe not to get answers to questions. You can also muddle through some of the sales pitches that are tossed in to your LinkedIn Group. I’ve used online forums many times to find answers to questions, but it usually takes some time for a response, so if the answer isn’t already posted, I bail. As for blogs—well they’re good for ranting I guess. The listserv, however, is specific to a group or organization, so there is usually a common interest, whether it is research for a law school, information to share within the medical community, or questions and answers in a large company or user group. The postings tend to be relevant to the members. This information also comes to you via email. I know—who needs more email? Keep in mind that setting filters is a great way to organize these messages into their own directory, and unwanted messages can be easily deleted. So are the days of the listserv over? I think not. All of the above mentioned resources can and should be used...

Are customers going to be more enticed to purchase from you if they can see a 3D image on your printed piece? Actually, according to numerous new studies like one from Nellymoser, novel linking technologies like Augmented Reality (AR) are really gaining momentum in the integrated print marketing universe thanks to the extended uses of mobile phones. No longer a futuristic fantasy of overzealous marketers, AR, image recognition, and invisible water marking are quickly growing in popularity. Although customization and QR codes are still being used successfully, consumers’ desire for more realistic experiences is creating viable applications for these new technologies. How to Apply AR in the Real World So how can printers implement AR and other ever-increasing linking tools and start seeing the ROI? At events like Integrated Print Forum 2013, you will see, step-by-step, how to create AR pieces in real time with hands-on lab sessions that effectively link print to digital content and engage customers. Joe Marin, Senior Instructor/Manager, Training Programs (whom you may know if you have ever attended a training workshop or attended a webinar for Printing Industries of America), leads this IPF session and has also authored several white papers and blogs on the subject. His skill and enthusiasm get you involved in your learning. If you are not quite sure how to begin to apply AR, here is Joe to fill in some of the details: When AR is integrated with print, it can link the consumer to online, relevant content or offers. Combining print with an AR scene is typically accomplished by using a marker. A marker is a specialized barcode that is mapped and linked to the digital AR application. The marker is the “trigger” that is placed in front of the smartphone camera or webcam where an AR software application is installed. It is this marker that retrieves the data via an application or Internet connection and becomes the reference point for the AR scene that is displayed on the monitor or smartphone. Click here to see a video where I demonstrate the use of AR. AR overlays real life with relevant, computer-generated information. An example of augmented reality that we are all familiar with is how it is used when watching a football game on television. Current game information (yards to first-down, player information, time remaining, etc.) is superimposed over the actual live gameplay, providing up-to-the-second information. Using this example, we can see how AR is used enhance a person’s understanding of what they are currently viewing. (Read more on Joe’s hands-on lab sessions like “Augmented Reality with Print!” at IPF 2013 here.) There are many successful case studies for AR, including a package printing promotion that received...

It is no surprise to hear that the printing industry is evolving in the general direction of integrated services and products. If you are like most, your company is already a part of this growing segment. Printing Industries of America wanted clearer insight into this market in preparation for the Integrated Print Forum 2013, so we turned to our ownEconomic and Market Research department.   In early 2013, the Economic and Market Research department conducted a survey to address the demands in different markets within the printing industry. The results provide an insightful look into the most current demands for these markets—Web-to-print eCommerce branded storefronts and integrated marketing services ranked among the top 10. The Results The survey confirms that integrated print market demands are increasing exponentially, with many of these markets reporting the biggest sales demand increases. Of the 57 companies that answered the question for Web-to-print eCommerce branded storefront sales, 82% of them indicated that demand is increasing for this service. 78% of printers that reported offering Web development services reported demand increase. 74% of the 46 responding companies reported an increase in demand for integrated marketing services. 34% of respondents indicated a decrease in demand for brochure printing. A decrease was also reported for newspaper printing at 50%. What do these results tell us? We can conclude that while demand in the integrated print markets is growing, the more traditional markets, such as brochures, newspapers, magazines, or books, are declining. Therefore, if your company is still confined to these more traditional markets, you are, or will soon be, experiencing a decline in your sales and profits. The Action Plan Where does your company fit into the equation, and what can you do to capitalize on these growing markets? If your company is already expanding into integrated print markets, great! You are in a key position. However, in order to stay at the forefront, you must continually educate yourself in ways to refine your current offerings and branch into new markets. For the businesses that are not yet into media integration, this is an opportune time to start. We offer plenty of resources to help you assess your needs, develop a plan, and implement profitable integrated printing services. Integrated Print Form 2013, the annual event of the Integrated Print Center, has essential information for companies at any point in their business transformation stage. Learn in an engaging environment from innovative expert speakers. Sign up today to attend this event May 14–15, 2013, in Pittsburgh, PA, and find more details at...

We know that a printing organization needs far much more to operate successfully than just printing equipment. It also needs people with creative, business-savvy minds to sell the products. You may not know that Printing Industries of America offers many resources, like great publications, that go beyond technical printing aspects. A number of these resources are tailored specifically toward Sales and Marketing professionals to help integrate print and new media and grow their profit potential. If you have not discovered the group yet, look to Sales and Marketing Executives (S&ME). Through S&ME, you will find plenty of resources to promote, connect, and learn.   Join our Updated Networking Listserv Will my idea sell? If you have ever wanted to pick some of the creative minds out there, join the Sales and Marketing Executive listserv. We have revamped the system, so it is easier to network with peers. Just send an email to telserv2@lists.printing.org with the body: Subscribe sme@lists.printing.org. Learn More about the Print-New Media Mix Are you using QR codes to reach out to your customers yet? What about augmented reality, email marketing, or creating effective company websites? Our Publications department is flooded with new titles and requests from marketers for more on the hottest marketing trends to integrate print and digital media. Here are the top five titles we wanted to highlight for you. 1.      Value of Print Flip-Book Numbers don’t lie. The Flip-Book provides a wealth of useful facts and statistics to promote the truth about print’s effectiveness and sustainability. As a convenient counterpart to the Flip-Book, we’ve recently released the Value of Print Mobile App that rounds out the campaign media mix. The app enables access to the most current, searchable data to help you promote the value of print—all at the touch of a button! Visit www.printing.org/valueofprint to learn more. 2.      Best Practices for QR and Other 2D Mobile Barcodes (Brandable PDF)   Find out how and when to use QR and other 2D mobile barcodes as part of your marketing campaign. Start by understanding your audience, what motivates them, and your campaign goals. 3.      Marketing4Digital Full Set   Do you have a strong understanding of what your business and your clients need to be successful? The vertical reports in this set give digital and conventional printers the information and tools they need to develop new business within 24 vertical segments. 4.      PURLs for Profit (PDF)   Successfully combine direct mail and email campaigns to increase your campaign’s effectiveness. Read best PURL practices and valuable user case studies. 5.      Win Top-of-Mind Positioning   Are you at the top of your customer’s mind? In this relationship-based business, learn how to create successful sales and marketing efforts. Win...

It is no secret that the most successful companies are employing automation to cut costs and increase efficiency. You can read about it, and you can listen to presentations on it. But how would you like to actually experience it? The next Automation Solutions Network Meeting features a tour of Creel Printing, which recently acquired another industry leader, Digital Lizard. You have probably heard of these companies, but in case you haven’t, we’ll give you some of the reasons this is a plant tour you don’t want to miss. Full-Service, Award-Winning Facility Creel has a 300,000-square-foot facility in Las Vegas, Nevada, operating 24/7 and providing a full range of services, including pre-media, printing, binding, mailing, distribution, and fulfillment. For more than 50 years they have been earning industry accolades, producing high-quality products, and providing outstanding customer service. The company earned their eighth Gold Ink Award in 2012 for their meticulous craftsmanship in addition to a slew of other printing awards. Expanded Capabilities Creel expanded their capabilities after acquiring Digital Lizard in 2011. Already one of the top digital printing companies in the U.S., Digital Lizard brought their own advancements, including processing protocols to manufacture, finish, and ship on the same day; state-of-the-art HP Indigo presses; a full-service bindery; and pre-negotiated discount shipping rates. Digital Lizard also develops automated Web-to-print storefronts to improve ordering, workflow, and reporting, allowing customers to deploy their own portals or improve the capabilities and return on investment of those that exist. Effective Print-on-Demand system from Digital Lizard High-Quality Automated Equipment As a combined force, they produce high volumes of superior products and services by employing a facility full of enviable automated equipment and systems. High-tech equipment like the Xerox iGen4 and DucoTech HighLight Color produce quality digital variable prints. They recently implemented a modern MIS system that has taken them to a new level of efficient data organization. This is your ticket to automated success! Join the tour May 2–3, 2013, in Las Vegas, Nevada, for the Automation Solutions Network Meeting. Register now to experience successful automation at its...