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Article: Targeted approach. (database marketing and selective binding) (Cover Story)
- Article from:
- Folio: the Magazine for Magazine Management
- Article date:
- November 1, 1993
- Author:
CopyrightCOPYRIGHT 1993 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The age of database marketing has arrived. So why hasn't selective binding caught fire?
If the future of magazine publishing lies in its use of databases, then it stands to reason that the industry ought to be much more involved in the use of selective binding than it has been to this point. But no matter how you look at it, selective binding has been extremely slow to catch on--a fact that has taken the printers who invested heavily in the technology by surprise.
Some of the resistance is due to concerns that the technology will result in higher production costs without any concomitant increase in revenues. Then, too, there's the fear that selectively bounds ...