The financial services (banking) industry is one of eight vertical marketing segments covered in Set 2 of M4D, a research project produced by PIA/GATF’s Digital Printing Council to equip printers for different markets.

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One of the most persistent and long-standing speed bumps in print production is file setup for folded materials. Lack of a standardized file submission process has led to “creative” and varying methods of file setup, leading to a cycle of redundant file-fixes, misunderstandings, and expensive mistakes.

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The idea that today’s color-management technology is capable of giving you “perfect” color is a myth. There’s no such thing as perfection when it comes to color; too many variables are involved that affect how we see color-including viewing conditions, temperature, humidity, paper and ink properties, and so on. Also entering into the mix is the fact that no two individuals see color in exactly the same way; each person’s brain processes and then interprets the various wavelengths of light (“color”) differently.

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Color proofing technology has come a long way in a short time, and it’s still not fully settled down. The definition of a “printer’s proof” in Webster’s New World Dictionary reads: “A trial impression pulled from composed type for checking against the original manuscript.” That proof, product of a bygone day, was based on an image in physical relief, from which the page was printed. In those days…

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Mainstream direct marketing finally has discovered full-color, variable digital print. The volume of full-color digital print continues to jump and has become the fastest-growing direct marketing medium. The reason for its growth is no secret to firms that are driven by results. Variable targeted content increases response rates and gives marketers tremendous flexibility in changing messaging and creative to match the marketing opportunity.

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Someday, when we look back at 2003 and try to identify the trends that shaped the year, we’ll no doubt see one or two specific driving forces that will have brought us to the next step. Reflection on these kinds of things is always easier as time passes and we are able to more clearly see the results of change, but for now we must look back even as we are in the midst of digesting these changes and figuring out what lies ahead. Whether digital printing, CTP, workflow, or the economy…

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Even with all the grim news the newspaper industry has faced in recent years, publishers have consoled themselves that they have a lifeline. If they could switch content away from print and onto the Internet – bringing advertisers with them – they could save their businesses.

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The design professional’s workload has increased. The job doesn’t end when you drop a final layout file onto the RIP hot folder; now you have to turn your attention to adapting that layout for web publishing, for preparation of a PDF for burning onto CD-ROMs, or for some other form of screen-based publishing. Producing a single message that will be published over several different media has become standard for most electronic publishing professionals. In North America and Europe, it’s the rare newspaper or magazine that doesn’t have all its content republished on its website.

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Most types of insert programs, by nature, are a reflection of the program owner’s business plan. If the owner conducts less prospecting, the program’s inserts will reach fewer new customers. Conversely, if the owner invests more money in house file promotions, inserts will continue to be presented to the same customers. Depending on the desired reach, frequency and audience composition, insert media users must continually be on the lookout for new sources of prospects.

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Presentation Counts The goal of a healthy fulfillment operation is to help your firm deliver on its promise of a pleasant shopping or information-gathering experience. This objective must be managed across a variety of back-end processes.

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