Quad/Graphics: The Next Generation - An Interview with Joel Quadracci Part 2

In Part One of this two-part interview with Quad/Graphics’ Joel Quadracci, Mr. Quadracci spoke about Quad/Graphics’ investment and operational philosophies, and his view of the role of digital printing technologies, including inkjet. In Part Two, Mr. Quadracci shares his views on the importance of database technologies to today’s printer, the importance of multichannel communications strategies, printing in China and the importance of being environmentally conscientious.

WTT: Can you give us an example of how you are using database technologies to add value for your customers?

JQ: We do a lot of customized magazine mass mailings that are inkjet personalized. In the automotive segment, for example, we have built Web sites that allow the dealership to select from a range of offers, and we will merge a mailing list with the data from a large number of dealers who have each decided on individual offers, and then get it ready for efficient mailing. We also work with clients on helping them link legacy and various other databases to maximize the use of customer data.

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About Cary Sherburne

Cary Sherburne is a well-known author, journalist and marketing consultant whose practice is focused on marketing communications strategies for the printing and publishing industries.

Cary Sherburne is available for speaking engagements and consulting projects. To get more information contact us.

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