Every page is different
Keith Moore · 2006
The Web has certainly demonstrated the power of personalization with offers based on interests and prior purchasing behavior. Most studies indicate a 10 to 1 improvement in sale conversion using some degree of personalization in printed marketing collateral. Until recently, the cost of providing personalization in high-quality printed collateral has been prohibitive. Delivering a combined campaign of web and print is a logistics nightmare requiring parallel workflows, parallel content management, and custom synchronization mechanisms.While digital offset presses (such as the HP Indigo) can address fulfillment of high-quality personalized pages, the upstream work processes including layout, typography, content merge, proofing and color are struggling to capture and represent these new types of jobs. In this talk, I'll describe the capabilities of the new digital offset presses, some of the market forces that are driving the new types of pages, and highlight the challenges being faced in creating these new workflows.