E-books: Doom or Opportunity?
As electronic devices proliferate, printers worry (perhaps prematurely) about the demise of their craft. But proactive printers are finding ways to leverage these electronic newcomers.
Visibility is important, according to Romano—peppering readers on a regular basis with multi-channel content to attract and engage them indefinitely. The same push campaign is seen in the catalog market. The great whales, such as the once-iconic Sears catalog, have given way to smaller, more targeted print pieces issued more frequently, driving buyers to go to the local store or a Web site.
- People:
- Frank Romano
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