The New Role of the Magazine Printer
Taking premedia services a step further, QuebecorWorld (QW) has set up staff and equipment within their customers’ offices. It has 10 people on site at Forbes Inc. and eight at ESPN.
Fred Raimondo, director of marketing—magazine, direct and premedia at QW, points out, “As premedia has transitioned away from the traditional services such as scanning, film output and conventional proofing to digital-image submission, workflow automation, content management and digital proofing, we have partnered with a number of our customers to provide on-site solutions.”
These on-site faculties are linked to QW’s print sites and larger premedia sites by its fiber optic Virtual Private Network (VPN). QW also provides tools such as I-Ficient (workflow) and
ImageValet (content management).
Printers have recognized that much of the content they manage is being reused in other forms of media, primarily electronic. In response, they are offering other “non-printing” services to better utilize the Internet.
Many publishers want to provide digital versions of their publications to readers, so some printers now offer this. Fry Communications offers Fry e-ditions, and Banta just released DigiMags. These electronic versions feature the ability to search editorial and advertising content while maintaining the look and feel of the print editions. Fry’s e-ditions also enable publishers to link readers directly to advertisers’ Web sites, giving referral credits to advertisers and up-selling their products.
An old bit of knowledge in the printing business is for printers to help keep their customer alive and healthy, thus keeping themselves alive and healthy. One way to do that is with strategic marketing.
Quad/Graphics created Quad/Direct Marketing, which offers 1-to-1 marketing strategizing, mailing design and database consulting. It also offers strategies on branding, creative services, and ultimately production and distribution.
Banta’s Sync Interactive Marketing Suite enables the creation of personalized print, e-mail and Web landing pages. Through a Web interface, publishers can create, personalize, proof and deliver highly targeted print and electronic communications.