Direct marketers are taking advantage of printing services that target customers ever more precisely as the economy struggles to recover from the recession.
But printers are trying to cope with persistent excess capacity despite ongoing consolidation of their industry. This can translate into savings for DMers that might choose printers merely on price, argues industry consultant Steven Frye of Hailey, ID.
Another factor may affect printing costs: Paper prices are expected to rise later this year. Nevertheless, many printers remain bullish.
At the same time, technological advances, falling prices and gradual acceptance are bringing digital printing to a broader group of companies.
For example, York International, a manufacturer and marketer of heating and air conditioning systems, has just implemented a Web-based system for its dealers that saves them both time and money compared with the direct mail it used previously, says Andy Fracica, marketing manager for the York brand in Norman, OK.
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