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WhatTheyThink Report Provides Strategies For Success In The Transpromotional Printing Market

Wednesday, April 08, 2009

Press release from the issuing company

LEXINGTON, KY -- WhatTheyThink, the leading news and information site for the graphic communications industry, announces the immediate availability of Best Practices for Transpromotional Printing: WhatTheyThink Examines Transpromotional Printing and the Opportunities and Challenges It Offers to the Commercial Printing Industry. This 89-page report provides an easy-to-read yet detailed overview of the market for transpromotional printing, the technolog(ies) involved, design issues, examples and case studies, and strategies for companies seeking to get involved in this hot graphic communications application.

Purchase Best Practices for Transpromotional Printing

What is transpromotional? It can be defined as “marketing and promotional materials presented alongside or integrated into transactional documents, such as bills, statements, medical reports, etc.” Transpromotional materials can be special mass-printed inserts added to the transactional document “package” (think of a color leaflet inserted into a bank or credit card statement) or generated digitally and printed at the same time as the rest of the document (think of that extra page of copy that comprises an American Express statement “package”). Marketing materials can also be integrated into the statement itself. Transpromotional messages integrated into a transactional document are often referred to as “onserts.” Like transactional documents, transpromotional materials can also be produced and disseminated electronically. The report also takes a long look at this significant opportunity for commercial printers hoping to implement transactional and transpromotional applications.

This best practices report identifies many of the current and emerging specifications and technologies, such as:

  • vs. black and white
  • simplexing vs. duplexing
  • static vs. variable vs. offset “shells”
  • sheetfed vs. webfed
  • offset vs. digital
  • toner vs. inkjet

The report also offers a rundown of hardware manufacturers, and a detailed look at software and solutions currently available for variable-data printing with an emphasis on transactional/transpromotional applications. The report offers examples of transpromotional applications “in the wild” and identifies those factors that made the successful ones successful. The report provides general advice, cautions, and caveats for shops looking to add transpromotional printing, and concludes with a rundown of what we perceive to be the “best practices” for producing transpromotional materials today, as well as our outlook for transpromotional.

Best Practices for Transpromotional Printing is available for online purchase at the WhatTheyThink eStore.

Researcher's Comments

“Transpromotional printing is not a new application, but technology is driving its evolution in exciting new directions. Meanwhile, senders of transactional documents are eager to take a cost center—sending out necessary materials like bills and statements—and turn it into a profit center. Looking around at the most common examples—and not just the few splashy sophisticated ones—shows that transpromotional is really in its infancy and most producers and senders have yet to exploit its full potential. Meanwhile, how does a shift to electronic transactions affect transpromotional? And what does all this mean for printers?” —Richard Romano, WhatTheyThink Senior Analyst


The WhatTheyThink special report, Best Practices for Transpromotional Printing: WhatTheyThink Examines Transpromotional Printing and the Opportunities and Challenges It Offers to the Commercial Printing Industry is available for purchase by visiting the secure WhatTheyThink eStore online at http://members.whattheythink.com. The price for a single-user license for the 89-page report is $695. WhatTheyThink eStore customers can download this report in PDF Acrobat format immediately after purchase. An enterprise site license is available for $2,780, which permits unlimited distribution of this report to employees within the purchasing organization. For information on purchasing a site license, please contact Cary Sherburne at 603-430-5463 or cary@whattheythink.com

Editor’s Note

Additional information pertaining to each report is available for editorial purposes. Please make inquiries directly to Cary Sherburne at 603-430-5463 or cary@whattheythink.com,  or visit www.whattheythink.com).

About WhatTheyThink

WhatTheyThink comprises the largest graphic arts community in the print industry. Started in March 2000, WhatTheyThink.com provides daily news, interviews, research, and many more resources to our members. Our goal is to provide unbiased, real-time market intelligence to print and publishing executives.

The name WhatTheyThink (provided by an industry consultant) reflects our goal of developing a community built on what industry professionals had to say. We wanted unbiased takes from print buyers, designers, printers, and suppliers. Not just the big printers or the suppliers who were “buying advertising,” but ideas and knowledge from every corner of the industry.




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