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Article: DIGITAL PRINT: Unhappy families.( The supply chain parties of digital printing companies are not that harmonious in their working practices)
- Article from:
- Precision Marketing
- Article date:
- May 12, 2006
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. 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 integration of data and digital print services could offer dynamic direct mail solutions, rather than simply novelty pieces. But, sadly, the supply-chain parties are not that harmonious in their working practices
David ReedIf direct mail's production process was a family, it would be the Gallaghers of Channel 4's Shameless - a gang of unruly, distrustful individuals who somehow manage to do what is best for the group in the end.
Think about it. You work out a segmentation of your market, the agency comes up with a proposition and design, it gets printed, then you find a file of people to send it to. Hardly very integrated or, to pursue the ...