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With the recent announcement of a bankruptcy filing by National Envelope, Senior Editor Cary Sherburne took a closer look at the envelope market. Is it a doomed and declining market or are there bright spots that signal a viable market moving forward?
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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.
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Discussion
By Steven Schnoll on Jul 08, 2013
Cary
Great insight. The only point you neglected to highlight is that just about every transactional company I know is doing everything they can to convince their respective customers to receive electronic delivery. They claim it is to save the environment which is a bit deceptive when in reality it is all about saving postage and print costs.
By Cary Sherburne on Jul 08, 2013
You're right about the push to electronic delivery ... sure it is about saving money, but also it is about better tracking and cash flow, faster payment and a lot of other factors. I don't really see a huge push about the environment anymore. I don't think anyone really cares, which is a sad thing
By Greg Imhoff on Jul 10, 2013
Great article. If the discussion is market demand to fit serve and grow ROI in print ColorTree demonstrates offset systems focused in quality and service is still profitable. One advantage here over a digital is in imaging quality at 2540 dpi. Digital is catching up and does have many other advantages such as for lack of a better term "random personalization" yet in the wider market need there are needs larger than "one off" and Cenveo is organized for large volumes which is a different set of challenges. ColorTree fits offset profitably into traditional ROI utilization models that fit into market needs that serve and grow.
The market question is not technology nor is it size it is as always in being best organized to produce and deliver what the target market needs which leads to investments and growth. The print market is changed and there is room for survivors that organize and sell what the market wants and needs and that is not just what is newest or biggest. Clients care about their ROI and buy only if you can help them consultatively. ColorTree is smartly serving this.