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Kodak's Jeff Jacobson Says Print Remains an Essential, Irreplaceable Tool for Delivering Marketing Communications

Monday, June 05, 2006

Press release from the issuing company

ROCHESTER, N.Y.--June 2, 2006-- In today's increasingly digital world, Kodak has declared the printed page alive and well. Fierce competition for brand recognition and market share among consumer and business-to-business companies makes print an essential component for organizations looking to effectively market themselves and communicate their capabilities, an Eastman Kodak Company executive recently told a major graphic communications industry group. Jeff Jacobson, Chief Operating Officer of Kodak's Graphic Communications Group, and a Kodak vice president, delivered that message at the recent 2006 Web Offset Association 54th Annual Conference. He reinforced the inherent strengths of print, and cited proof points and campaigns that demonstrate the power of print as a medium for effective branding, lead generation and customer relationship management. "There is no sign of anything, anywhere that could replace print and what it does. Like every market segment, the print industry is changing and evolving," said Jacobson. "Print, a 500-year-old industry, remains as relevant and important as ever because of its longevity, adaptability, mobility and acceptability." Jacobson offered insights about ways printers can help customers produce more powerful communications materials, such as creating different versions of catalogs based on demographic criteria, or tailoring direct mail pieces to each recipient through variable data printing. He said that studies show a large majority of direct mail recipients prefer personalized communications. "This is a huge opportunity for us if we look at how we can bring additional value to customers who once upon a time just came to us for ink on paper," he said. "If the conversation is about how marketers can get a bigger return on investment, we're no longer talking about cost per piece. We're talking about performance--and print performs." Jacobson emphasized the importance of understanding the needs of customers and encouraged printers to think of themselves as communications consultants. "The better you understand your customers and your market, the better you'll understand their decision points," said Jacobson. "Be part of the decision, and you and your customers will find ways to prosper together." The text of Jacobson's remarks can be found at www.graphics.kodak.com.




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