Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     European Coverage     Production Inkjet Analysis

Ben Cooper and David Mastervich from Print Delivers in NYC

Published on June 28, 2010

Interviewer:  This is Pat Henry, WhatTheyThink.  Today we are at Print Delivers, New York City, an event co-hosted by The Print Council and Savvy Fine Papers.  With us this morning are Ben Cooper, Executive Director of The Print Council, and David Mastervich, who is Manager of Catalogs and Publications, U.S. Postal Service. 

Ben, I’ll start by asking about Print Delivers.  Please tell us about the seminar series, how many have been held, how they’re organized, and what they aim to accomplish. 

Ben Cooper:  Print Delivers is a series of seminars that have actually been on the drawing board since the Print Council began.  Our founding goal for the Print Council was to develop tools, information materials that we could take to a group of folks we refer to as media specifiers.  That’s a wide group of people who make decision about what media they’re going to purchase for their communications campaigns. 

We began the Print Delivers sessions last fall.  The New York program is the sixth we have done.  We have done a national agency presentation at Chicago and Detroit and what we refer to as regional presentations in mid—Minneapolis, Washington D.C., Dallas, and now New York.  We have additional presentations on the books for – back in Chicago, and then we’re looking to do one on the west coast. 

Interviewer:  David, one of the things we’re going to be talking about today are catalogs; catalogs and direct mail.  Anyone that says that printing catalogues are obsolete hasn’t looked into my mailbox lately.  Why do you think that marketers continue to rely on traditionally printed catalogues? 

David Mastervich:  The simple answer is that it works.  We’ve seen results that people shop with catalogues and then go online to do their actual buying; that they spend 163% more money when they’re shopping through a hard copy catalogue before they go online.  So they’re very good at generating what ever marketer wants, and that’s the purchase. 

Interviewer:  And, Mr. Cooper, how have your member who are printers benefited by their participating in Print Delivers and other activities of the Print Council. 

Ben Cooper:  We believe and have evidence from follow up surveys and also the comments made by the printing companies, especially, who have been involved in hosting these events, that they have been very successful and that the return to them has been significant.  Now, I would say, however, that one of the objectives of the Print Council is not to necessarily benefit a specific company, or a specific host an event, but to expand the awareness of the industry itself.  But, it’s fair to say too that those companies that have been on the podium when we have done these presentations or in some cases who have hosted them, believe very strongly that they have benefited. 

In addition to that, we have had a significant kind of cross-branding, if you will, showing people how important this entire supply chain is.  Everything from the planning of the tree to, as David’s organization does, deliver the product to the mailbox.  And I think that’s a message that we have missed in our industry for many, many years and it’s something that has really become significant.  So we actually have – our host printers are learning more about the process themselves as this goes along.  Our participants are learning, and of course, the people who are guests in the audience learn a great deal as they go through these sessions. 

Email Icon Email         

 

 

 

Recent Videos

 

Video preview: PIA's Julie Shaffer on Color Conference 2016

PIA's Julie Shaffer on Color Conference 2016

Published: December 5, 2016

Julie Shaffer, Vice President of Education and Marketing Strategies for the Printing Industries of America, explains the evolution of the Color Conference and its value to brand owners, printers and premedia professionals. She also discusses broader PIA educational initiatives and certification programs, including a customer service certification that will be available soon.

 

Video preview: Frank is Entranced by Pop-up Cards

Frank is Entranced by Pop-up Cards

Published: December 2, 2016

Frank is entranced by pop-up cards from opencardnow.com. Former typographer Julie Brumlik has a new career with pop-up origami. Frank even shares his pop-up Gutenberg book.

 

Video preview: ASU's Print & Imaging Lab Leads the Way in Workflow Integration

ASU's Print & Imaging Lab Leads the Way in Workflow Integration

Published: December 1, 2016

Chris Halkovic, Web-to-Print Manager at Arizona State University's Print and Imaging Lab, talks about how the shop/learning environment is integrating Web2Print and MIS for a coherent and automated workflow for printed materials and 3D objects.

 

Video preview: Universal Wilde Has Transformed Its Business with Production Inkjet

Universal Wilde Has Transformed Its Business with Production Inkjet

Published: November 30, 2016

Universal Wilde in Massachusetts is the largest direct marketing and book printing company in the state. Its Vice President of Operations and Technology, Jeff McFadden, explains the company's decision to acquire production inkjet about 5 years ago. Today, about 75% of its production ink work being book production with the rest being direct mail. He also shares his thoughts about the value of users groups like thINK.

 

Video preview: Diversification at SunDance Offers an Exceptional Customer Experience

Diversification at SunDance Offers an Exceptional Customer Experience

Published: November 29, 2016

JohnHenry Ruggieri, Managing Partner at SunDance in Orlando, shares thoughts about the importance of focusing on core competencies, bringing as many services in house as possible in order to meet a wider variety of customer needs. He discusses how his various HP printing solution's contribute to providing a great customer experience.

 

Video preview: Monitoring Performance Across the Shop

Monitoring Performance Across the Shop

Published: November 28, 2016

Dave Erwin, SVP at Racami, talks about the company's role in providing technology solutions for commercial printers to provide them with a visibility dashboard to monitor performance across the shop.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2016 WhatTheyThink. All Rights Reserved