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PP: What do you think will be the printing industry's biggest challenge in the next few years?
BD: I think the challenges faced will be very similar to those faced by virtually every industry category. Dealing with new, high-impact technologies that seem to appear from nowhere, and finding ways to stay relevant to increasingly empowered buyers. A bright note for our industry is the predicted rebound of direct mail marketing. Electronic media are not delivering the kind of results that were expected, and with TiVo, satellite radio and other consumer-controlled technologies, there are simply fewer options available to marketers.
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- People:
- Bill Doehler
- Places:
- Edison, New Jersey
E
Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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