Articles by Andy Gordon


Tradeshows worth the Travel – Take a Look

Monday, August 30th, 2010

Hopefully this past summer represents more than great vacations, and marks an inflection point for our industry from the hunkering-down strategies during the recession to optimism and planning for future opportunities. The timing is perfect to explore these opportunities as the conference and trade show season starts to heat up. While webinars are a great…

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Reporting Changes Continue for the Financial Industry

Wednesday, June 16th, 2010

The CARD Act is spawning new changes as Elizabeth Gooding predicted in a post earlier this year on the topic. Regulation is one of the main drivers of programming work at any company producing customer communications. In addition to the credit card industry, there are changes afoot across lending, brokerage, mutual funds, annuities and retirement. What…

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A Transformation Success Story

Friday, June 11th, 2010

Last week the Columbia Daily Tribune (Missouri) published an article  about Kelly Press Inc., a 78 year old commercial printing company that recognized that their print business was changing. Kelly Press responded by both investing in updated printing equipment (Kodak Nexpress 2100) and by diversifying well beyond print. It is a great tale that clearly illustrates…

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Snapshot of “Marketing Outlook 2010″

Tuesday, June 1st, 2010

Barb Pellow posted an interesting article (free access) on WhatTheyThink last week that provides insight into marketing trends related to metrics and measurement. She highlights several case examples of companies that are integrating print into campaigns that include additional, digital channels. This multi-channel convergence is an important topic for our industry and this article helps…

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I Can’t Contain Myself … A Consumer’s Experience

Tuesday, May 18th, 2010

Navigating print services through the uncharted territory of integrated communications is the topic du jour for our industry. The goal is to keep print relevant as part of the marketing mix, while delivering higher levels of ROI. It is a print centric view that is evolving to “marketing centric” and dare we say transforming to…

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Gilbane Group Survey on Book Publishing

Wednesday, April 28th, 2010

The Gilbane Group web-based survey of book publishing professionals has just gone live. This “Blueprint” survey is one of the research mechanisms for our upcoming study A Blueprint for Book Publishing Transformation: Seven Essential Processes to Re-Invent Publishing. The study will be published in June 2010, and all participants in this survey will have full…

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Mail I Didn’t Throw Out

Monday, April 20th, 2009

I kept two pieces of direct mail last week and got so excited that I wanted to share it with the world! As a print industry junkie, I am always on the lookout for mail that is compelling and interesting (guess that skews my observations). Honestly, I don’t keep too much of my mail. I…

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The Case for the Individuated Newspaper

Friday, October 3rd, 2008

Whenever new technology is introduced, adoption typically takes place in predictable phases—first in value-added high-margin niches. Once it gains a foothold, it eventually goes mainstream. Such is the case with digital printing technology. In every segment where digital printing technology has enjoyed success, there is a recurring theme: print producers want technology vendors to show…

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Defining TransPromo Documents

Monday, June 23rd, 2008

Within our industry, there is an interesting debate about the definition of TransPromo documents. Is it a bill/statement that has promotional messages embedded? Does it have to be promoting a product, service, or just a call to action? How about simply educating the customer and cultivating the relationship? At the other end of the spectrum,…

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