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Ballinger stated, "I had a client ask for three-dimensional rotating catalog previews recently. But the bigger trends are cross media—the ability to deliver messages in multiple formats-and response—the ability of print to deliver sales or leads and measure it. The question print providers need to ask themselves is whether the Web, SMS, and e-mail is the tail or the dog when it comes to their own business. It's scary sometimes to consider a new generation will be reading their newspapers and magazines on an iPad, getting ads delivered through social media and search, and exchanging most vital business information electronically rather than on paper. You end up asking yourself where print fits into this equation."
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Melissa Busch
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