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GraphExpo_ShowDaily_September_26_2016

A Digital Revolution Take a moment to consider that the newspaper marketplace is changing. Before dismissing the terms “digital” and “newspaper” as not belonging in the same sentence together, take a moment to consider that the marketplace is changing. Circulations are shrinking, runs are getting shorter, and the Internet and mobile technologies are competing hard for the time and attention that consumers used to give newspapers without a thought. It would be easy to see these things as a threat, as something to be leery of, but in fact, it is an opportunity for newspaper printers around the country. Digital presses open up far more than just the opportunity to create more hyper-local or versioned editions of the papers. The technology also opens up whole new markets that have either been outsourced before, or simply weren’t possible. Personalized Inserts are one potential avenue. This is a new trend in the market, but the technology is now capable of producing anything the marketing department can sell. And personalization doesn’t have to mean one-to-one. It can also be created based on demographics—certain neighborhoods could get one message, for example, while another neighborhood on the other side of town sees a completely different ad. The only limits are what the advertisers and sales people can dream up, which is a heady place to be in. Those shrinking circulations don’t have to be run at a loss for the printer—they can be another opportunity. Digital technologies have come a long way in the past decade, and the quality is now good enough to stand up to scrutiny from even the most particular of operations. This means that those 5,000 or fewer copy runs that the shop previously had to turn away or outsource are now viable sources of pure income. A digital press makes the numbers work for a much broader range of jobs. And these are just two potential ways that digital technology could help an operation expand far beyond where it is today. At the News Print pavilion this year, experts are on hand to help every operation, no matter how large or small, determine the best path forward, including helping think of new ways digital technologies could be a blessing for the industry. It is, without a doubt, a can’t-miss stop at this year’s GRAPH EXPO. Print Value in the Digital Age: An InfoTrends Client Update MInfoTrends holds annual breakfast briefi ng for its clients today. arket research and consulting fi rm InfoTrends will hold a breakfast briefi ng for its clients today from 7:00 to 9:00 am, in Room N310CD, North Building of the Orange County Convention Center. This annual, invitation-only event is a forum for sharing research and market perspectives on industry trends across a range of applications including direct mail, sign and graphics, labels and packaging, decorative and industrial printing, and data-driven customer communications. Featured speakers include Jeff Hayes, Barb Pellow, Jim Hamilton, Pat McGrew, and Kate Dunn. InfoTrends will also discuss product and technology developments from drupa and a look forward into the future of the graphic arts industry. Sign in starts at 7:00 am for registered attendees. Offi cial Show Daily | PrintingNews.com GRAPH EXPO 16 | September 26, 2016 | 53


GraphExpo_ShowDaily_September_26_2016
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