Marketing Smarter With Digital Printing: A Primer for Marketers

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The Industry Measure has been watching the growth and development of toner-based, digital printing and its applications since 1993, with the introduction of the first PostScript-based, four-color digital machines. "Since this time, we've been tracking the data, talking with industry insiders, and doing in-depth analyses of this marketplace. While this report is not intended to be an exhaustive look at all of the issues related to digital printing, it is intended to provide a broad compendium of the issues and areas of application of the most importance to the average marketer. We look forward to your feedback." - The Industry Measure

Just as the Internet has leveled the playing field by allowing small businesses to create websites indistinguishable from those of large corporations, digital toner-based printing has leveled the playing field in the world of print. It's more than the ability to print four-color jobs in short runs, economically. It's how marketers can use this technology to radically transform their marketing strategies with everything from centralized brand and document management to 100% personalized and customized marketing collateral. The potential is to revolutionize how marketers communicate with customers.

The education process on digital printing can be tricky. Printers often don't know how to get started. Marketers don't always know where to go for the most reliable information.

To meet this need, The Industry Measure has released "Digital Printing: Transforming Marketing for Small, Mid-Sized, and Large Businesses," a digital printing primer. The report is drawn from The Industry Measure's more than a decade of research and perspective and is written by Industry Measure Senior Analyst Heidi Tolliver-Nigro, who is widely known for her unbiased, no-nonsense perspective.

This report is broken down into four sections:

  •     Section 1: What digital printing is, along with its benefits and drawbacks from a marketing perspective. This section also looks at how these characteristics drive key marketing applications.
  •     Section 2: A closer look at each of these applications, including short-run printing, versioning, customized marketing collateral with centralized online control, 1:1 printing / variable-data printing, one-off personalized follow-ups, personal URLs (PURLs), and transactional/transpromotional. Each discussion will include short case studies illustrating how the application is being used by marketers in the real world.
  •     Section 3: Four "critical success factors" that enable marketers to take maximum advantage of this technology.
  •     Section 4: Final conclusions and additional resources.


This digital printing primer is available for immediate purchase by visiting the secure Industry Measure eStore online at or by phone at 866-873-6310. The report is 54 pages and is offered both as a standalone PDF report for $49 or as a print-ready document that can be licensed for distribution to customers and employees for $349. Please contact us for more information regarding this option. Industry Measure eStore customers can download the standalone report in PDF Acrobat format immediately after purchase.

About The Industry Measure

The Industry Measure specializes in the assessment of trends and changes in graphic communications markets by providing timely and strategic information, hard-hitting market analysis and concise expert opinion. The reports have earned the reputation for containing the most reliable and timely industry intelligence in the graphic arts and graphic design marketplaces. The Industry Measure can be reached on the Web (, via email (info@ or toll-free by phone at 866-873-6310.

All brand names, trademarks, and registered trademarks are the property of their respective owners.

Press/Business Contacts…

Deborah Papineau
The Industry Measure
T: 866-873-6310
E: dpapin @

Sales Contact:

Vince Naselli
The Industry Measure
T: 866-873-6310
E: info @

Editorial Contacts:

Richard Romano
E: rromano @

Heidi Tolliver Nigro
E: Htollvr @


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