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Market Transformation: Print Service Providers and In-Plants Step Up to the Challenge

Making the transformation from a print service provider into a cross-media and marketing service provider requires business repositioning, innovation, and redefinition of the overall value proposition. Service providers are working to gain a solid understanding of the next phase in the cross-media value chain as well as the implications for their businesses. Citing recent research, this article discusses how savvy service providers are reinventing themselves as they strive to meet marketers’ needs.

By Barb Pellow
Published: June 23, 2011


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A digital printing and publishing pioneer, marketing expert and Group Director at InfoTrends, Barbara Pellow helps companies develop multi-media strategies that ride the information wave. Barb brings the knowledge and skills to help companies expand and grow business opportunity.

Please offer your feedback to Barb. She can be reached at barb_pellow@infotrends.com.



By Jason Pinto on Jun 23, 2011

I just wanted to say thank you very much for posting this article! I absolutely agreed with this line: "Print service providers are starting to demonstrate a true 'solutions' approach toward service delivery."

I've seen that first-hand with some of the customers I work with, but also from some of the printers that I order materials from for our own marketing needs. That "solutions" approach is evident in some of the questions they ask me when I order print, as well as in their cross-selling and follow-up activities. I love seeing that kind of thing!

And yes, this may be a plug, but I think there's some great examples of printers that have made the transformation in John Foley's recent book (http://NewPathToProfit.com). Full disclosure: John is my boss! But I think the printer's stories are very helpful.

Thanks again for this article, and I'm absolutely looking forward to learning more about the recent study that you've published.



By Thomas Schildgen on Jun 23, 2011


Excellent article, I am forwarding it to my graduate research class as this summer's research theme is Media Convergence and Cross Media Publishing. The Print and Imaging Laboratory at Arizona State has transitioned into more cross media campaign management for the University. Cathy Skoglund has done a remarkable job in this transition.

Tom Schildgen


By Hamilton Costa on Jun 24, 2011

Dear Barbra
As always you touched the points. In fact that's mostly of our work as consultants and market-changing-evangelists and you have been a light in this darkness.
I hope your doing OK.

Hamilton Costa


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