Printing Industry Commentary & Analysis

The Rise of AI in Marketing

Published February 7, 2024

Contributor Joanne Gore looks at the wide variety of uses for AI for marketers, and how AI can be integrated with traditional marketing channels.

Enhancing Customer Engagement: From CCM to Mainstream Direct Mail

Published December 14, 2023

The lines between production print and customer communications are becoming increasingly blurred. Joanne Gore looks at how customer communication is now about crafting a holistic customer journey experience.

Check the Label: How to Capitalize on Labels and Packaging for New Revenue Streams

Published October 2, 2023

Smithers projects the global value of the print labels market to reach $41.02 billion by 2024. Contributor Joanne Gore explores how print service providers, on a constant quest for growth, adaptation, and diversification, can get a piece of this action.

Balancing Act: Maintaining Well-Being Elevates Your Leadership Potential

Published August 8, 2023

Joanne Gore identifies the characteristics of a good manager and how they contribute to a positive and productive work environment. At the same time, focusing on well-being and self-care can help employees become better leaders.

Scratching the Itch of Customer Engagement: Reimagining a Decades-Old Solution to Boost Event Experiences

Published July 17, 2023

Contributor Joanne Gore looks at how a decades-old print application—scratch-off cards—are being used in combination with interactive technologies to create more immersive experiences for trade shows and other events.

Shawn Irvine on Italic Press’s New Embellishment Offering

Published June 14, 2023

Joanne Gore talks to Shawn Irvine, owner of Italic Press, a Toronto-based commercial printer specializing in retail, events, and agency work. The company just introduced Impress, a new type of print embellishment technique.

Unified AR’s Steven Belshaw on Interactive Print

Published June 13, 2023

Joanne Gore talks to Steven Belshaw, CEO of Unified AR, an Australian-based augmented reality platform that is focused on direct mail and print. He traveled for 26 hours to attend Dscoop to explore interactive print technologies and opportunities in the US market.

Hatteras’ Mike Noerr on Dscoop

Published June 7, 2023

Mike Noerr, CMO of Hatteras, talks to Joanne Gore about the energy of this year’s Dscoop attendees.

The Rise of Sexy Print: Digital Embellishments Are Revolutionizing Ink on Paper, Creating New Opportunities for Marketers and Brands

Published June 5, 2023

Digital embellishments allow brands to create visually stunning packaging and labels, with intricate designs otherwise difficult or impossible to achieve affordably with traditional printing methods. Joanne Gore looks at the current lay of the land.

Overcome the Paper Problem: Three Opportunities for Wide-Format Business Growth in 2023—Plus Four Tips for Success

Published April 10, 2023

Over the pandemic, more and more printers expanded into the wide-format space, feeding a high demand for health and safety signage, amidst a growing inability to source paper. Today, you’d be tough-pressed to find a printing company that doesn’t offer some sort of wide-format solution, either in-house or outsourced.

A PSP’s Guide to Choosing Marketing Technology

Published December 14, 2022

WhatTheyThink contributor Joanne Gore explains how to navigate the ever-expanding MarTech landscape.

Lois Ritarossi and Joanne Gore on the Changing Role of Print

Published December 12, 2022

Lois Ritarossi and Joanne Gore talk about the changing nature of print, and the increased need for printed materials to be repurposed into different channels and media.

Cashing In On the Cannabis Craze: The Cannabis Market Landscape

Published November 7, 2022

Legalized cannabis has budded into a formidable industry, growing into a bigger market each year. In 2021, it was valued at nearly $11 billion, with CAGR projections of nearly 15% through 2030. The cannabis packaging market alone was worth half a billion USD in 2021 and is expected to reach over $1.6 billion by 2024. Contributor Joanne Gore surveys the current but ever-changing cannabis packaging landscape.

QR Codes: Teleporting Print Into the Metaverse

Published August 22, 2022

By making it easier for people to engage with print via a simple, interactive element, QR codes bridge the physical with the digital, teleporting them to their destination in an easy and fun way. Contributor Joanne Gore explains how QR codes transform print from a commodity to a high-value communications tool capable of linking to videos, landing pages, special offers, podcasts, and more.

Digital Embellishments: How to Add Value—and Profitability—to Ink on Paper

Published July 13, 2022

Digital embellishments allow printers to embrace the power of touch by creating enhanced, desirable, memorable, and valuable brand experiences. And when there is perceived value, there is a willingness to pay a premium. Contributor Joanne Gore identifies three opportunities for PSPs to add value—and profitability—with digital embellishments.

New Day, New Challenges: Three Factors Driving Growth in Wide Format and Signage

Published May 24, 2022

When the pandemic hit in 2020, to keep business flowing, many printers seized the opportunity to step into the wide-format space, producing pandemic-related signage, floor graphics, and face shields. Fast-forward to 2022 and these wide-format heroes find themselves facing a new set of issues—all threatening its continued growth. Contributor Joanne Gore looks at these new challenges.

The Great Unboxing: The Packaging Boom and What It Means for PSPs

Published March 1, 2022

Contributor Joanne Gore looks at the evolution of packaging, and focuses on some of the new technologies—from more sustainable materials to interactive elements—that are dramatically enhancing the “unboxing” experience.

The Power of Print: Shifting from Commodity to Communications

Published December 6, 2021

Mass digitalization and adoption of an online shopping mindset have resulted in fewer communications channels between brand and buyer. It’s no wonder that today’s buyers prefer print over digital. Contributor Joanne Gore looks at three trends that illustrate a shift from the traditional “print is a commodity” mindset to print as a high-value communications channel.

Print and Automotive: Two Industries Driving Innovation in Customer Engagement

Published October 25, 2021

During the pandemic last year, auto sales dropped radically and innovative auto direct mail campaigns geared down. Fast-forward 16 months and the situation is very different, as more and more people head back out on the road. Joanne Gore looks at how printers, automobile brands/dealers, media agencies, and tech companies are teaming up to create engaging and innovative marketing campaigns for automobiles—and driving business.

Engagement Sells: Sit in the Sweet Spot of Interactive Print

Published August 30, 2021

How people interact with brands may never return to pre-pandemic habits. Innovative marketing efforts will be required to break through the noise of advertising and create an engaging customer experience that drives buying decisions. Contributor Joanne Gore explains how brands that offer interactive print experiences are more likely to be see increases in conversion rates.

Sign of the Times: Franchises Hold Strong

Published May 10, 2021

Being part of a print or sign franchise family has become quite appealing—especially when you consider the core advantages. Joanne Gore looks at the health and growth potential of franchises, as well as the advantages to being part of a franchise.

Print Is “Virtually” Everywhere: How 2020 Re-Shaped the Way the Print Industry Communicates and Engages

Published December 16, 2020

2020 has forced us to rethink every aspect of business, including where and how it’s conducted. Thankfully, we have the technology, skillset and expertise to create a better customer experience, share and engage with buyers, partners, and customers, and showcase our essential role as print professionals. Contributor Joanne Gore looks at the changes the year has wrought on the way we communicate.

A Printer’s Guide to Augmented Reality, Virtual Reality, and Interactive Print

Published August 18, 2020

When you make print interactive—with QR codes, AI, Augmented Reality (AR) and Virtual Reality (VR)—you bridge analog and digital worlds, capture the attention of prospects and customers for a longer period of time, and foster smoother business operations. Joanne Gore provides an overview of interactive print technologies and the opportunities for printers.

Marketing in a COVID-19 World: Planning Short- and Long-Term Marketing Goals

Published May 18, 2020

Parts of the country are slowly stating to reopen, but rebounding from COVID-19 is not going to be an overnight achievement. WhatTheyThink contributor Joanne Gore walks though some short- and long-term marketing strategies for print businesses to help reach out to customers as they emerge from the crisis—which is still ongoing.

The Secret Weapon to Print and Sign Franchise Success

Published May 12, 2020

There is safety in the stability of a franchise. WhatTheyThink contributor Joanne Gore looks at the advantages of the franchise model for print businesses.

The Print Industry Gets High on ROI: Partnering with Cannabis Providers Through Publications and Packaging

Published March 31, 2020

Our multi-part series on the “Cannabis Gold Rush” continues with Joanne Gore’s look at opportunities in cannabis publishing, as well as packaging, and she offers some advice on partnering with cannabis businesses.

Winning the Marketing Automation War

Published February 27, 2020

Fueled by mindset, society, and technology, a new generation of business buyers is forcing companies to re-think how they approach every aspect of their business. As a result, marketers across all industries are investing in solutions that help capture, distill, and present customer data—and automating how leads are generated, scored, nurtured, and converted from suspect to prospect to customer. Joanne Gore examines the current marketing automation landscape.

Articles by Joanne Gore