Save time and money with Inkjet

Everyone wants to save time and money. Our Canon ColorStream 6900 color inkjet press can do just that. Want to print a book? No need to print in signatures then cut and fold. The ColorStream along with our Hunkeler cut and stack system can print your book and finish in one pass, ready for binding on our PUR perfect binder, our high-speed saddle-sticher or our number of mechanical binding options. Need to do a mailing? We can print and address in one pass, no need to address after printing. So then why not add some personalization to the mailing, or how about some variable imaging to help catch your end users attention? We can help with that too! Healthcare, publishing, automotive, whatever your industry, inkjet is here to make printing easier, less expensive and faster. Another cost saving hint, inkjet pricing is based on ink coverage, so keeping your ink usage down can help with costs. Call or email me for more information, a quote or a demo: 818-335-1930 MikeSev@SapphireBusiness.Solutions

Color Book Blocks from the ColorStream 6900

Is There Really Still a Demand for Printed Magazines?

With so many publications being produced as digital-only, it's easy for the naysayers to continue to sound the "print is dead" alarm. But the reality is, print is far from dead, and as the following examples illustrate, plenty of publishers are embracing it. Publishing information about tech in print Take, for example, CNET, which puts out content about futuristic technologies. Why would this tech-savvy organization move away from web-only to launch a high-quality quarterly print magazine? Because its readers evidently demanded it. As CNET Co-Editor in Chief Connie Guglielmo explains, "We're platform agnostic. It's all about the reader and how they want to consumer content."1 Making fly fishing enthusiasts happy with print Of course, CNET is not the only publication whose readers are clamoring for print. The digital edition of Tail Fly Fishing Magazine had a readership of over 34,000, and a large percentage of these people made it clear that they wanted print. "We also completed our own independent research," adds Dr. Joe Ballarini, the magazine's founder, "which indicated that consumers really wanted a printed magazine. They want the ability to turn pages and pack a magazine for a flight or the daily commute."2 Supporting more meaningful lives with print When you think about the fact that Conteu Magazine is all about slow living and creating a more meaningful lifestyle, it's actually surprising that it didn't start as a print publication. After all, as Chloé Kemp and Megan Rich, the magazine's founders and editors, say, "There's just something so special about print. In today's fast-paced lifestyle the idea of carving time out of your day to sit down and enjoy a magazine is something we, and others like us, crave." Their going-forward plan: continue to put out a quarterly magazine online, and add in an annual special print edition filled with unique content that cannot be accessed elsewhere.3 Meeting the needs of comic creators with print The founders of Comicker, a digital service for comic creators, quickly realized that print will be critical to their success. Just one year after first launching their online publishing service they launched a Kickstarter campaign to get their print publishing service off the ground. "Probably halfway in we realized we needed to seriously go to print as soon as possible," said co-founder Sean Williams.4 Republishing radio content in print Even radio shows are turning to print. The Montana Natural History Center recently published a book called "Field Notes," which is a collection of essays originally written for Montana Public Radio's program of the same name.5 Publishing your smart phone photos in print But perhaps the prize for "most unique new idea for a print publication" should go to Recently. Recently is not a publication per se – it's an iPhone app. It takes the most recent photos that you've snapped with your iPhone and automatically turns them into a high quality printed magazine, which is then mailed directly to your home. In short, Recently solves the problem of what to do with all of those photos you take. "Our customers are loving it, as are we," states Scott Valins, founder of Recently. "The need for paper and printed content are just as essential now, if not more, then when they were the only form of visual communication. Check our one of our publications:

- ChoosePrint.org

Is Print Personalization a Gimmick?

Print personalization — you hear about it everywhere. Use printed pieces to talk directly to recipients based on name, gender, past purchase history, or other information to achieve higher response rates and better return on investment (ROI). Is this really a smart marketing approach? Or is it just a gimmick to get you to buy more print? Consider the way you are being marketed to. When you shop online, cookies follow your every move so that when you return to the page, the view is customized to your preferences. At the grocery store, your receipt is printed with coupons based on the items you just purchased. When you receive mail from your financial services provider, it contains information only on those funds in which you have invested. Personalization has become so ingrained in our consumer experience that it’s just become our default expectation. If you aren’t incorporating 1:1 print into your print marketing, you are out of step with the overall trend in marketing. What about cost? Today, every marketing cost is increasingly scrutinized. Although marketers tend to think of 1:1 printing as a high-cost luxury, when handled properly, the opposite is true. 1:1 printing optimizes your marketing investment by not mailing irrelevant information to the wrong people. It makes every record count. 1:1 printing provides provable ROI so you can compare its value against other marketing methods and justify your spending based on real numbers. By generating higher response rates and per-order values from targeted customer segments, you can spend less and bring in more revenues. More relevant communications (including newsletters, bills and other correspondence) help companies improve customer retention and reduce turnover. This has a direct impact on the bottom line. From this perspective, 1:1 printing seems less like a luxury and more like a business necessity.

Choosing 1:1 Print in an Internet World

Cell phones. iPods. Laptops. Tablets. Where, in the ever-expanding channel mix, is there room for print? The Print Council recently put out a brochure, “Why Print? The Top Ten Ways Print Helps You Prosper,” listing ten reasons marketers should include print. Let’s look at several of them as they relate to a specific type of print—1:1 print—with our own take on why marketers can’t live without it. Print stays put. Unlike e-mail, which disappears within hours beneath hundreds of other e-mails, print stays where you put it. If it’s a personalized piece, the recipient might even tape it to the wall or tack it to a bulletin board. It’s not unusual for people to hold onto 1:1 print pieces for weeks, even months, after the promotion has expired. Print is portable. With print, there are no cables or wires. No batteries to run down. It doesn't have to be turned off on an airplane, and no software needs to be updated. It’s readable from all angles, and you can scan entire pages quickly, even multiple pages at once. Print drives higher ROI. Direct mail has a proven relationship to ROI. When you pair that with segmentation, targeting, and relevant personalization, ROI goes up even more. Print drives online behavior. Web sites are powerful marketing tools, but something has to drive traffic to them. More and more, marketers are seeing that as print. Use print, and traffic (and revenue) goes up. Drop print, and traffic goes down. According to a recent ComScore survey, online consumers who received a printed catalog were nearly twice as likely to make an online purchase at that retailer’s Web site. So want results? Think print! More specifically, think 1:1 print. Need ideas? Contact us. We’d be happy to help.

Boost Revenues by Targeting Lapsed Clients

Did you know that one of your deepest wells for bigger profits is your lapsed customer base? These are customers who have done business with you in the past, but for some reason have not come back. This isn’t always due to discontent with your company. Sometimes it’s forgetfulness. Sometimes people simply want to try something new, and once they’ve done so, stay with it for convenience. Or a competitor comes along and offers them a deal at just the right time. Assuming that lapsed customers had a positive relationship with you, re-engagement campaigns targeting those customers can yield tremendous results. Take the example of one optician in the United Kingdom. In its market, independent opticians have been facing increased price-driven competition from large specialist chains. It fought back using a direct mail campaign with personalized URLs and incentive vouchers to re-activate lapsed clients and increase traffic to the practice. The results? The practice reported 82 campaign recipients responding to the campaign and spending an average of £150 ($250) each after voucher reduction. This generated an immediate ROI of over 400%. Want results like that? Talk to us about targeting your lapsed customers!... If you would like to receive our free direct mail "Graffic Traffic" Magazine, please send me your information.

Demystifying Basic Paper Terms

There is a bewildering variety of printing papers available, and deciphering a print quote can seem like reading a foreign language. Here are some of the most relevant terms you need to know. Basis weight is the weight in pounds of a ream (500 sheets) of a paper at its basic size, or the size of the uncut sheet supplied to the printer. For example, the basic size of book paper is 25 x 38 inches, and a ream weighing 70 pounds would be 70-lb. book paper. Sometimes metric is used: 70-lb. book paper is equivalent to 104 g/m2. Cover, card, and other thick stocks are often specified by thickness, measured in “points.” This is often abbreviated “pt.”— for example, “8-pt. cover.” One point is 1/1000th of an inch, so this means that the stock is 0.008 inches thick. Paper grade refers to the end use of that paper. Bond paper is used for letters and documents, book paper for books, offset for offset printing, and so on. Digital presses generally have their own grades. Thicker grades include cover, bristol, tag, and index. Paper is often coated during manufacture, which improves the reproduction of fine halftone screens and color fidelity. C1S means “coated one-side,” which is useful for labels, packaging, and other materials destined for single-sided printing. C2S means “coated two-side” and is preferred for two-sided commercial printing. Brightness refers to the percentage of light that is reflected from the sheet’s surface. Basic white copy paper has a 92 brightness. Brightness by component wavelength (red, green, or blue) is also determined for papers, as papers can reflect different amounts of certain colors, imparting a color cast to a printed piece if you’re not careful. Looking to learn more about paper? Just ask!

Using Print to Drive Social Media

We often think about print and social media as being competitors, but print can be one of the greatest drivers of social media engagement, as well. Take a lesson from Skinny Cow, which uses print to drive participation in its social media and mobile contests. To engage consumers, the company offers daily giveaways. To participate, consumers must purchase a Skinny Cow product such as cheese or ice cream bar at a retail location. Consumers type in the barcode or six-digit game code from the box or wrapper to see if they have won. They can tweet about the contest to gain an additional chance to win. By printing codes on its product packaging, Skinny Cow drives traffic into its retail stores. Once consumers have provided their mobile numbers to enter the contest, it can begin to send them push notifications, as well. Tweeting multiples the impact of the campaign at no additional cost. Printing personalized barcodes and game codes on boxes, labels, and wrappers is a simple operation and can be adapted to many different consumer products. Codes can be overprinted or, if you are printing in small quantities, digitally printed right onto the package. You can also print personalized barcodes, QR Codes, or promo codes on napkins, cups, and other disposable items used by the consumer. If you don’t produce the types of consumer products that lend themselves to these types of promo codes, you can drive foot traffic by printing generic codes or “secret URLs” on office, in-store, or even trade show displays, banners, and signage. Change them out frequently to prevent sharing. Print and mobile / social media don’t have to be competitors. In fact, print may be one of the primary ways consumers find you on social and mobile media.