Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Printing News Joins WhatTheyThink     Printing Forecast 2018     Production Inkjet     Installations and Placements Tracker

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    Reprint Icon Embed/Reprint

 

 

 

Recent Videos

 

Video preview: Brands Need to Get Personal

Brands Need to Get Personal

Published: August 20, 2018

Doris Brown-McNally of HP Graphic Solutions, talks about the top three ways to engage millennials and Gen Zers with brands, from personalizing a brand message to the use of augmented reality.

 

Video preview: Fridays with Frank: Superior Opportunities in Finishing

Fridays with Frank: Superior Opportunities in Finishing

Published: August 17, 2018

Frank interviews Jay Smith at Superior Packaging and Finishing in Braintree, Mass. Superior recently acquired Acme Binding and now is one of the largest finishing companies in America.

 

Video preview: The Success of Roll-Fed Inkjet and Importance of Finishing

The Success of Roll-Fed Inkjet and Importance of Finishing

Published: August 15, 2018

Mark Hunt, Director of Strategic Alliances for Standard Finishing Systems, discusses the reasons behind the surge of popularity in roll-fed inkjet, and the importance of finishing. He also discusses what to expect at Hunkeler Innovations Days 2019.

 

Video preview: Flexible Packaging Moves From Conventional to Digital

Flexible Packaging Moves From Conventional to Digital

Published: August 14, 2018

Karen English, Market Development Manager for Printpack, shares how this conventional flexible packaging converter has implemented digital printing for a hybrid manufacturing process.

 

Video preview: The Ups and Downs in the Future of Print

The Ups and Downs in the Future of Print

Published: August 13, 2018

Kip Cassino, Executive Vice President of Borrell Associates, discusses the cross-generational evolution of print: what's expected to grow and what's expected to decline in the coming years.

 

Video preview: Frank Looks Back at—and Ahead to—Printing News

Frank Looks Back at—and Ahead to—Printing News

Published: August 10, 2018

Frank traces the history of Printing News from its beginning in 1928, and its founder and editor, Leo Joachim. Few magazines have made it to 90 years and Frank is glad that the new relationship between WhatTheyThink and Printing News will see a printed magazine continue. Especially for the printing industry.

 

View More Videos

 





Become a Member

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

Copyright © 2018 WhatTheyThink. All Rights Reserved