News: Marketing Smarter With Web-to-Print: A Primer for Marketers

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The Industry Measure has been watching the growth and development of Web-to-print applications for more than a decade--since these applications broke out of the "static online print ordering" model and began to transform businesses' print management and marketing. Since this time, we've been tracking the data, talking with industry insiders, and doing in-depth analyses of this marketplace. While the observations in this report are not intended to be an exhaustive look at all of the issues related to Web-to-print, they are intended to provide a broad compendium of the issues and areas of application of the most importance and immediate relevance to the average marketer. We look forward to your feedback. - The Industry Measure

Web-to-print is transforming the way that marketers, from the smallest to the largest, are viewing and managing their print. No longer restricted to online print ordering, Web-to-print technology is radically transforming companies' marketing strategies, offering them everything from centralized brand and document management to 100% personalized and customized marketing collateral with the potential to revolutionize how they communicate with their customers.

The education process on digital printing can be tricky, however. What exactly is "Web-to-print" and how do marketers get their minds around it? Printers often don't know how to get started educating their customers and marketers don't always know where to go for the most reliable information.

To meet this need, The Industry Measure has released "Web-to-Print: Transforming Print Management and Marketing for Small, Mid-Sized, and Large Businesses," a digital printing primer drawn from The Industry Measure's more than a decade of research and perspective on this marketplace. The report 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 five sections:

  •     Section 1: Defining Web-to-print and look at the major impact it can have on a marketer's business.
  •     Section 2: Implications of these capabilities and how they change the way marketers think about their marketing, their cost structures, and even the way they grow their businesses.
  •     Section 3: Key production and implementation issues, including whether or not to bring a W2P solution in-house or outsource it to a printer or marketing services provider. We'll also address concerns about transitioning to digital print.
  •     Section 4: Collection of "best in class" case studies on Web-to-print, broken down by application category: short-run printing and versioning; customized marketing collateral with centralized, online control; one-off, personalized follow-ups; and 1:1 print personalization.
  •     Section 5: Conclusions and wrap up, with key best practices to help marketers make the most of any Web-to-print investment.

One of the challenges in addressing and educating this marketplace is the broad definition and applicability of this technology. W2P could be as simple as logging in to a secure area of your printer's site to order (but not access or modify) documents on demand. Or it could be as sophisticated as setting up a fully branded portal, with your company's logos, document repository, image and document element repository, templates, permissions, and more, then assigning permissions to allow different employees, departments, or third parties to access, modify, customize, or personalize different documents at different levels.

Although this report does not look at every iteration of Web-to-print, it does address these issues from the perspective of the static online store, branded Web portals for creating customized and personalized documents, and one-off customized and personalized collateral.

This report is available for immediate purchase by visiting the secure Industry Measure eStore online at or by phone at 866-873-6310. The report is 57 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

Sales Contact:

Vince Naselli
The Industry Measure
T: 866-873-6310

Editorial Contacts:

Richard Romano

Heidi Tolliver Nigro


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