Some of the most significant developments in the commercial printing industry have very little to do with paper, ink and presses.

One of the more notable developments is in the exchange and handling of client information.

For example, from the marketer’s office chair, he or she can log on to a printer’s system, view their layout and proof the work online. Changes can be made instantly.

‘They can deliver their message through the Internet,’ says Alec Couckuyt, vice-president of Transcontinental Printing’s direct marketing group. ‘We can accept all forms of input mediums without encryption. The files may be compressed, or sent in plain text, or labeled or unlabeled.’

And printers are also adding data processing and manipulation and database management to the mix.

‘We can filter a complete database,’ Couckuyt continues. ‘For example, we’ve got 135 different models for Esso Canada ready to ship.

‘It is combining data services with our print services to better help marketers achieve greater response rates. Geostatistical analysis, win-back, retention and acquisition, nth select – this is the language we have to speak as we transform from printing company to a supplier of direct marketing services.’

Ed Strapagiel, senior vice-president with Kubas Consultants in Toronto, calls it a ‘fortuitous marriage’ between database marketing methods and printing technology.

‘It’s all about doing it faster, better, smarter and cheaper,’ he says. ‘The client is the one sitting there with the mailing list. And it’s now possible for direct mail advertisers to produce a campaign at lower cost and greater speed if they can deal with a printer directly. They can e-mail the files over. It really speeds up the process.’

Despite the advent of technology – particularly Internet-based connectivity – ‘direct mail still chugs along,’ continues Strapagiel.

‘There are a lot of different forces affecting direct mail, but they tend to be offsetting. Sure, there is e-mail marketing, but even if you have e-mail, it’s used for prospecting or lead generation. Somewhere along the line, you probably still want to send somebody a four-colour brochure.’

Also in this report:

* Going beyond personalization: Through the use of in-line finishing and imaging, it’s possible to deliver a customize package in less time and for less money than ever before p.D10