marketing
Digital & litho – an unbeatable
combination to boost marketing options
a publication lithographically, but then print
a targeted, customised version for a specific
event such as an exhibition.
For more highly targeted advertising, digitally
printed sections can be integrated into the
magazine incorporating localised advertising
or editorial. Alternatively, a publisher could
sell personalised advertising space – such
as a cover wrap – at a premium. This
would capture the attention of the reader,
maximising the advertiser’s response.
This combination ensures that the huge
benefits associated with variable data
printing can be absorbed and utilised
within a long-run magazine.
Headley Brothers operates web, sheetfed
and digital presses from the one site, which
In the current economic climate, getting the customer deciding whether to choose a enables them to offer litho and digital printing
your message across in a targeted, cost
digital or litho printing company, but a printer as complementary services. Having invested
effective way has never been more
which offers both, and then using the right in HeadSet, its image customisation software,
important. Here we examine the scope
process for the job. the company can offer its customers the
of digital print and how it can be used to
opportunity of incorporating customised
maximise marketing opportunities alongside
Standing alone, digital printing is the popular
advertising campaigns within their titles,
traditional litho printing.
choice for convenience, speed and cost, and
or sections incorporating regionalised
provides the benefits of short-run, on-
The majority of businesses today are
advertising; thus catering for the trend for
demand printing.
constantly looking at ways to boost their
highly targeted marketing.
revenues particularly in light of current
However, one unique quality of digital print
So let’s forget the digital is better than litho
economic trends. This means scrutinising
is variable-data printing which enables the
or vice versa debate, and focus on which
their advertising spend and in the print
precise targeting of individuals for marketing
process or combination of processes need
and publishing sectors, which rely heavily
purposes.
to be selected to achieve the best possible
on advertising, this can be a difficult time. The possibilities associated with the
product. Choose your printing company
However, by utilising the print technologies incorporation of digital print within
wisely and you can look forward to offering
now available, publishers are able to offer a magazine title are huge; for example,
your clients cutting edge opportunities to
clients highly targeted advertising solutions. a publisher might produce a large run of
realise their full marketing potential.
Lithographical print is still the preferred
solution for longer magazine runs but
shoulder-to-shoulder, the digital/litho
combination has huge potential to revamp
a title and to boost its revenues.
When the first digital presses appeared in
the 1990s, there was much speculation as
to what their role would be. The debate
became ‘digital versus litho’ and the
discussion was whether digital would replace
litho in much the same way as litho replaced
letterpress.
However, now that time and technology have
moved on, it has become increasingly clear
that the two are not in competition, and are
indeed complementary. It is not a case of
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