Harnessing the Power of Data-Driven Print

Yesterday Publishing Executive, Book Business, and Printing Impressions hosted the first ever DigiPub Conference, which brought together leaders from the magazine, book, catalog, and printing industries to discuss new opportunities created by digital printing and data targeting. These technologies are helping publishers and marketers deliver faster, more relevant, and more valuable media to consumers. As Publishing Executive editorial director Denis Wilson observed in his opening remarks, valuable content drives engagement and that engagement can be monetized.

Following are some of the best sound bites from the event. Look for more coverage of DigiPub sessions in the coming weeks.

1. Print is getting smarter.

Increased relevancy = Increased engagement. Data-driven print creates relevant print. #digipub2017

— Will Mansfield (@WillMansfield) November 16, 2017

During the opening session “Why Print? Why Now?” Wilson and NAPCO Media director of research Nathan Safran explained how publishers and marketers are using online, behavioral data to deliver more relevant printed messaging to consumers. They explained how personalized print can drive greater ROI for magazines, catalogs, and book publishers.

2. Print drives revenue for brands.

When you add #print to your communication mix it amplifies your response. Linda Thomas Brooks, @mpamagmedia #digipub2017 pic.twitter.com/Dw064FSNFR

— Tonya Powers (@TonyaPowers1776) November 16, 2017

The Association of Magazine Media (MPA) president and CEO Linda Thomas Brooks demonstrated how print marketing, when combined with television and digital campaigns, increased brand awareness and consumer purchase intent. She argued that publishers and marketers don’t need to choose between print and digital, but employ both at different stages of the customer journey.

3. Digital printing isn’t going anywhere.

It's time to move to digital print or be left behind! It doesn't fit everywhere - but it's required moving forward. #digipub2017 pic.twitter.com/9xDN5VnwJe

— Mark Subers (@markjsubers) November 16, 2017

IT Strategies VP and printing expert Marco Boer shared his projections for the growth of digital printing across catalog, magazine, and book markets. He predicted that run lengths will continue to decrease, turnaround times will become faster, and a greater diversity of magazine, book, and catalog titles will be printed. These trends demand the speed and flexibility of digital printing, said Boer.

4. Data-driven print is already here.

"Think like a consumer." @adam_solo talks about the real successes and opportunities data-driven print. #DigiPub2017 @PebblePostPDM pic.twitter.com/0Tg1yB5ahx

— MNI (@MNI_Media) November 17, 2017

Adam Solomon, chief product officer at PebblePost, explained how the company executes programmatic direct mail. Programmatic direct mail uses consumers’ online behavioral data and then targets that consumer with a direct mail piece, promoting the items they perused online. This level of customization is possible today and helps marketers and publishers alike better engage their audiences, said Solomon.

5. Companies need to evolve in order to capture new print revenue.

#DigiPub 2017 Conference Closing Keynote Panel: share insights on how to leverage 'Data-Driven #Print' to drive ROI. @Canon_Solutions @TonyaPowers1776 @PIConnects pic.twitter.com/Qef9oEQKEv

— Lucy Perez (@LucyPerezSierra) November 16, 2017

During the keynote panel, executives from Open Road Integrated Media, Cierant Corporation, and MNI Targeted Media emphasized the importance of cultural change in order to capitalize on data-driven print opportunities. Not only do employees need to approach print in a more agile and data-driven way, but they need to recognize that the value of a printed page isn't determined by a CPM, but by the ROI that page can drive for a brand.