From the Editor: Stop Printing? Only If You're Foolish
• More than 10 percent of people who read your e-mail on their handheld device will file it away, intending to take action, but never doing so.
As the number of e-messages we receive increases—Forrester Research predicts that by 2014 the number of daily e-mail marketing messages we receive will more than double—so do the chances that individual messages will just be buried and forgotten. And even when your e-message gets read, the viewer may not remember it very long. According to a report by the journal "Psychology and Marketing," individuals have a better ability to recall after viewing materials in print rather than on screen. Brand-name recall was substantially lower for screen respondents.
Bob has served as editor of In-plant Impressions since October of 1994. Prior to that he served for three years as managing editor of Printing Impressions, a commercial printing publication. Mr. Neubauer is very active in the U.S. in-plant industry. He attends all the major in-plant conferences and has visited more than 180 in-plant operations around the world. He has given presentations to numerous in-plant groups in the U.S., Canada and Australia, including the Association of College and University Printers and the In-plant Printing and Mailing Association. He also coordinates the annual In-Print contest, co-sponsored by IPMA and In-plant Impressions.
