Agfa introduces "paper" at DRUPA

Today Agfa held its pre-DRUPA press conference. It announced a new high-end wide-format digital printer, Anapurna XLS, besides many other hardware and software introductions. Probably the most surprising news is the announcement of a synthetic paper: Synaps. This is a polyester-based, synthetic paper for use in offset printing presses. It has a superior printability and an exceptionally fast drying time. The hyped book " Cradle to Cradle" (C2C) is also printed on this type of paper. It will be interesting to see whether this development will impact the market. The stock market in the meantime reacted positively to the product news which is good for the troubled company.

Need for accountability in marketing

At the recent ON DEMAND conference the US Direct Marketing Association (DMA), mentioned five key themes that will emerge in the next years. Some of these themes have been around, other will certainly gain interest.
1. It's a multi-channel world, no real news though, we all know that the age of commercials -broadcast on one TV station and reach 80% of the audience- are over.
2. It's a data-driven world, also no real news, but possibilities keep on increasing.
3. It's a personalised world that requires relevance and timing, these are interesting concepts that gain interest. For example personalised URL's (pURL) allow advertisers to become personal with their offer online as a response to a hard copy mailing.
4. It's a world of accountability, this is becoming center-stage as marketing ROI needs to be delivered. Plenty of companies are delivering solutions that integrate the creative, delivery, production, procurement, asset management and evaluation part of online and off-line media mailings and brochures. And these will help to boost the integration of online and off-line media.
5. It's good to be green, with the combination of digital print and multi-channel communication. I'm not yet convinced that the digital printing process is greener compared to traditional printing. However waste management for example is becoming an issue for high volume printing and digital printing might therefore be a solution.

Kodak defines "business of marketing"

"Marketing is the neural system of the company, and the critical business function", says Kevin Joyce, the new Chief Marketing Officer (CMO) of Kodak Graphic Communication Group. He puts marketing at the center of the company and underlines its role of creating value. He sees a clear task for Kodak and the entire industry to move upstream and to help customers to understand the role of print and to advice on how best to leverage print. The focus on the business of marketing will help Kodak to change the perception of producing a commodity. An interview with Joyce reads like an interview with a marketer from a FMCG company.
Next to the output devices as the Speedmasters, Kodak will put more emphasis on workflow tools that provide productivity and revenues. Key in this strategy is the capability of Kodak to get respect and gain credibility for its position as a service provider.
This is not an easy tasks as plenty of other players fulfill this role today. Initiatives as Print Sells and Sappi's Life with Print also promote the use of print media by the advertising industry and are changing the way the industry talks with its main clients.

Indicators of "Green" Drupa

Océ announced the launch of the "Green Reprographer of the Year" Award. Winners will be announced just two weeks prior to the start of DRUPA. The US branch of Océ Wide Format Printing Systems invites print-for-pay reprographers to enter this competition that rewards the use of products and services that reduce the impact on the environment and employee programs supporting environmental conservation.

Postal news

Postal services are well covered in the news. However not always in a positive way. The Washington Post wrote about a threat in the USA: do-not mail lists that are pending approval in 18 states. As the figures demonstrate, standard mail (advertising flyers, catalogues, fundraising letters, etc) is soaring: from 101 billion items in 2005 to 104 billion in 2007. (The impact of email and electronic billing is clear from the decline in first class mail: in 2004 98 billion items to 96 in 2007). The increase in standard mail has caused the consumer reaction to create do-not mail lists. The US Post fears the impact of this decision and forecast already an operational deficit of $ 1 billion.
Recently Royal Mail announced that between 1997 and 2007 the total number of mail items did increase from 25 billion to 30,66 billion. Growth is explained by the volume of invoices and statements, for example of mobile companies.
The Dutch Postal Services (TNT) were also in the news as they announced closing down the remaining 250 post offices. Postal services are provided via a total of 2500 retail points, and dedicated post offices do not longer fit into the retail strategy of TNT. Traditional post offices will probably get alternative destinations, like churches have over the last years also become libraries, ad agencies and apartments.

Google to take lead in media integration

Google announced it will introduce a broad new strategy that will help advertising agencies to plan, buy and manage all types of media. At the AAAA Media Conference, Google's advertising and commerce president Tim Armstrong announced that Google will enable media planners to manage mixes of off-line ad online media. This so-called "Dashboard" will automate a difficult task for today's planners and buyers.
It is striking to notice that a company that started to influence the entire media scene only a few years ago, is now taking the high ground in this most-discussed subject. The discussion is not only about comparable measurement of online advertising but also about the dominant role of media agencies vs. creative agencies. And Google obviously want to play a role in this latter discussion as well.