PARAMUS, N.J., OCTOBER 4, 2004 – Today’s customers are using multiple media to communicate their message, and printers—by virtue of their expertise in digital content—are in a prime position to capitalize on this trend by offering cross-media services. A comprehensive management guide to what’s involved in launching a cross-media program is provided in Cross-Media Cookbook: A Start-Up Primer, published this month by the National Association for Printing Leadership (NAPL).
The 176-page volume, the second in a three-part series that began with Cross-Media Cookbook: A Strategy Primer, describes a step-by-step process for defining, planning, and implementing cross-media services for customers. Authors Mark Evans, Laura Gale, and Tom Defino show printers how to leverage their core competency of managing clients’ digital information into profitable, new cross-media services and products, and how to introduce and sell these services to customers.
Included is an informative look at how companies can:
- Prepare their organizations for offering cross-media publishing.
- Build a successful cross-media team.
- Create a productive cross-media workspace.
- Make an informed decision on what cross-media model is best for them—build, buy, or partner?
- Work with their sales staff to effectively leverage cross-media services with current customers and prospects.
Cross-Media Cookbook: A Start-Up Primer (NP 355) is $29.95 for NAPL members; $34.95, non-members. To order, call (800) 642-6275, Option #3; email [email protected]
; or go online to NAPL’s bookstore at www.napl.org/store/.
NAPL is committed to helping the graphic arts community succeed within today’s highly competitive communications environment. The level of information provided in Cross-Media Cookbook: A Start-Up Primer is a prime example of that commitment.
About the Authors:
Mark Evans is vice president of Technology and Business Development for JohnsByrne, a Chicago-based graphic communications company. With an extensive background in digital and electronic prepress, print production, interactive media, and production management, Evans has served in IT management capacities for various companies, including Prinexus and printing company Geographics. A frequent speaker at industry events, Evans has designed innovative, customer-focused database and publishing applications.
Laura Gale is a partner with Chicago-based Venture10, which works with graphics arts companies to drive revenue growth through the optimal use of technology, sales, and print processes. Gale’s more than 20-year career in graphic communications and technology includes serving as senior vice president for Prinexus; vice president of Production Technology, Global Production and Manufacturing Group, International Thomson Publishing; and executive vice president of World Color Press’s Digital Division.
Tom Defino is vice president and partner with marketing communications firm Tukaiz, LLC, Chicago. Defino oversees the company’s interactive division, which he launched nine years ago to produce and integrate media and leading-edge technology into business applications. The recipient of numerous industry awards, Defino has nearly 25 years experience in the marketing and communications industries.