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The Five Biggest Misconceptions About Print

The Five Biggest Misconceptions About Print

It seems like since the beginning of time, every new technology that surfaces is “the thing that will replace print.” Yet here we are in 2014, and print is still alive and kicking. Print looks a lot different these days, I will admit, but it is still an important part of the marketing mix.

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The Missing Link in Choosing Marketing Channels

The Missing Link in Choosing Marketing Channels

Marketers have learned that the best campaigns integrate multiple channels, but not every channel is appropriate for every target audience. So what do we do? We conduct a bunch of research to find out where our target audience hangs out! There is no doubt that…

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Majoring in Minors — The $7.00 Equation

Majoring in Minors — The $7.00 Equation

Some of you may recall a couple of weeks ago when I talked about one of the biggest opportunities to drive cost out of print and direct mail projects: reducing how much is spent on expedited postage and expedited shipping via better collaboration and project management. Many of you weighed…

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The Biggest Misconception about Your Website

The Biggest Misconception about Your Website

Even if you’ve never seen the movie, you are probably familiar with the famous scene in “Field of Dreams” where a voice whispers from the field, “If you build it, he will come.” It was a powerful scene and a powerful movie, but as the movie became part of our collective pop culture, people…

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The Biggest Opportunity for Cost Savings on Print and Direct Mail

The Biggest Opportunity for Cost Savings on Print and Direct Mail

When you’ve been around as long as I have, you see stuff that drives you nuts. For instance, I witness countless dollars getting spent needlessly on two major line items: expedited shipping and expedited postage. Lots of energy is expended driving print production costs down, but then money is just thrown away on shipping and postage.

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Ready, Set, Fail: Three Ways to Avoid Campaign Failure

Ready, Set, Fail: Three Ways to Avoid Campaign Failure

It’s amazing how many campaigns are primed for failure before they even get off the ground. Why? Because in the rush of trying to get the direct marketing campaign out the door, many marketers forget a few simple steps that will not only contribute to the success of the campaign, but also…

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The Secret About ‘Big Data’ Your Boss Wants You to Know

The Secret About ‘Big Data’ Your Boss Wants You to Know

When I attended the Direct Marketing Association annual conference last fall, I could hardly turn a corner without seeing the words “Big Data” printed on something. The term “Big Data” has become THE buzzword in marketing in the last five years, but what does it really mean?

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Three Lessons We’ve Learned from Our Clients

Three Lessons We’ve Learned from Our Clients

Being from Flint, Mich., where the auto industry dried up and the economic slowdown hit particularly hard, we are always looking for ways to keep our presses busy and find other ways to generate ongoing revenue from print. Some of the ways in which we have accomplished this over the years has been…

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The Evolution of Print: Let’s Get Personal

The Evolution of Print: Let’s Get Personal

My first real involvement in the world of print began in 1975. Back then I loved to ski and the ski club advisor at the school, Tim Murphy, also happened to be the Graphic Communications teacher. He had an opening in his Level 1 class. I loved design and had no burning desire to take trigonometry, so I said “Sure.” Here I am 38 years later.

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