Getting Personal
How digital print is reshaping the print landscape, one person at a time
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Sean Norris
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At first glance, the print industry and the music industry don't have much in common. One primarily deals in assorted paper products. The other deals in Justin Bieber. Draw up a Venn diagram for that, and it would be two freestanding circles separated by three page-lengths of empty space.
But a closer look reveals a striking similarity. When the recession hit, the music industry realized that the compact disc, its longtime standard format, was no longer viable on its own. They were expensive to produce, allowed distributors little flexibility and offered virtually nothing in the way of personalized touches for consumers. To keep up with shifting market demands, the industry had to make a radical change—so it went digital.
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- Companies:
- Data Papers
- FormStore
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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