Shop Around
Print buyers want the most for their money—can you offer the best bargain?
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"The problems are: the brochure becomes obsolete very quickly, there's a high cost of storage and distribution, and it's very difficult to customize to geographic segments of the country. Solution: print-on-demand, with a custom message by geographic region, personalized and mailed on-demand. This approach has not only enhanced the marketing effort, but also eliminated costs in a number of areas," he explained.
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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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