May 2018 – Supply Disruption for Important Photoinitiator for UV Inks and Coatings

A  plant manufacturing an essential precursor for the production  of a critically important photoinitiator is causing major  problems for the inks and coatings industry.  Read detailed information in Ink World’s blog post on this issue:

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The Power of Print

The power of print – an infographic

High resolution version available here:

PrintIsEngaging

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Direct Mail Resurgence

Source: https://www.xerox.com/en-us/digital-printing/direct-mail-printing?mc_cid=e477987358&mc_eid=%5bUNIQID%5d&mc_cid=e477987358&mc_eid=d28c9b7cb7

The Resurgence of Direct Mail

If the ultimate objective of any marketing effort is to motivate action, then printed direct mail is the gold standard.

Consider for a moment the number of marketing messages consumers are exposed to each day — combined with the saturation of digital media — and it’s no wonder print offers the chance to cut through the clutter.

With innovations in print technologies, workflow automation and personalization, marketers are re-embracing direct mail as a way to achieve more relevant, customized communications.

Key Stats and Opportunities

directmail

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Power of Print

Source: https://digitalprinting.blogs.xerox.com/2018/03/27/the-new-power-of-printed-catalogs/?mc_cid=f18ee2c43a&mc_eid=d28c9b7cb7#.Wsqyjo-cHVI

The New Power of Printed Catalogs

By Carro Ford|Mar 27, 2018|Books and Manuals, catalog, Cross-Media, Direct Mail, Grow Your Business, Thought Leadership|0 Comments

Guest post by Shelley Sweeney, Vice President/General Manager Service Bureau/Direct Marketing @shelleysweeney 

Direct mail isn’t the only “old school marketing” tool getting second looks today. Catalogs are also experiencing a revival. From a hyper-focus on digital marketing, the pendulum is swinging back to printed pieces like direct mail and catalogs. And they’re working.

In both B2B and B2C markets, printed catalogs have experienced a surprising resurgence as brands and marketers realize their power to impact buyer behavior. The catalog has been resurrected, and for marketers, it’s looking better than ever. In fact, these Cinderella pieces bear scant resemblance to traditional catalogs with page after page of product shots.

Marketers with money are turning to catalogs, but it’s not your father’s catalog. Think of a cross between coffee table book and high-end fashion magazine. Today’s generation of catalogs appeal to consumer lifestyles, and with so much marketing experienced online, catalogs stand out in the physical realm. They hang around for a while in the buyer’s life. Catalogs tell stories. They suggest ideas.

 

catalogs

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Raw Materials Data Handbook Vol. 4 Pigments

rmdhThe  National Printing Ink Research  Institute has partnered with the Color  Pigments Manufacturers Association in updating the Raw Materials  Data  Handbook Volume 4 Pigments  3rd Edition.   This invaluable reference source provides an  unequalled depth of technical data and information on organic and inorganic pigments used in printing inks.   This  RMDH version has been extensively reviewed by technical  experts within the graphic arts field to insure that it provides accurate and  up to date information.

This extensively cross-referenced volume contains detailed, printing  ink  pigment-related regulatory, chemical structure,  UV spectral information and  technical  data that is  critically important to anyone working in the graphic arts field.    Ink formulators, graphic  designers, printers,  packaging specialists and  others will find the  RMDH Vol 4 Pigments to be a “must have” technical reference.

Contact Deepa George at the NAPIM office for ordering information.

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FDA Clarifies BPA Safety

On February 23, 2018 FDA issued a statement clarifying their position on the safe use of BPA.   The full statement is available here:

FDA Statement

 

 

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Catalogs Alive and Well in the Digital Age

Despite the ongoing focus on all things digital, the stalwart catalog continues to hold its own as a key marketing tool for many merchants, nearly all respondent marketers to the 2018 MCM Outlook survey – 84.2% – said they continue to use it as a channel for reaching their customers.

 

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Print vs Digital

Paper Beats Digital For Emotion

Source: https://www.neurosciencemarketing.com/blog/articles/paper-vs-digital.htm

Direct mail is so last millenium, right? Ultra-efficient digital marketing seems all but certain to supplant actual paper marketing delivered by humans. It might be a little too soon to shut down the paper mills, though, according to a study by branding agency Millward Brown. The research project used fMRI brain scans to show that our brains process paper-based and digital marketing in different ways, and in particular that paper ads caused more emotional processing.

According to the study, physical media left a “deeper footprint” in the brain, even after for controlling for the increase in sensory processing for tangible items:

  • Material shown on cards generated more activity within the area of the brain associated with the integration of visual and spatial information (the left and right parietal).
    • This suggests that physical material is more “real” to the brain. It has a meaning, and a place. It is better connected to memory because it engages with its spatial memory networks. [From Millward Brown Case Study – Using Neuroscience to Understand the Role of Direct Mail.]

The study also found that the tangible materials involved more emotional processing in the subjects, important from a branding and ad recall standpoint:

  • More processing is taking place in the right retrosplenial cortex when physical material is presented. This is involved in the processing of emotionally powerful stimuli and memory, which would suggest that the physical presentation may be generating more emotionally vivid memories.
    • Physical activity generates increased activity in the cerebellum, which is associated with spatial and emotional processing (as well as motor activity) and is likely to be further evidence of enhanced emotional processing.

Before we get carried away and crank up the printing presses, a few limitations of the findings should be noted. The biggest is that a head-to-head comparison of similar digital and print ads may not represent most real-world marketing situations. Digital ads can do things that print ads can’t match, like this Halo ad from Unicast. Digital ads can build in video, audio, and interactivity. Furthermore, digital ads can be targeted far more effectively based on user interests (search and content), past behavior, and other characteristics that print can’t match.

Paper-based Marketing. As a long-time direct marketing guy, I’m happy to see that high-tech brain scans show that paper still has some advantages that bits can’t match. The Millward Brown study didn’t get into how to optimize a print piece, but here are a few quick ideas:
– Think about the tactile nature of the piece. Heavier stock and a textured finish could emphasize the “tangibility” of the mailed item.
– Take advantage of the brain’s emotional engagement with tangible media and craft a message that has an emotional impact.
– Build in your brand imagery, since brand recall may be enhanced by the paper medium.

Digital marketers, on the other hand, need to look beyond static banners that are little more than converted print ads. (The ubiquity of the term “banner blindness” is one clue about how ineffective many digital ads are.) I have little doubt that a comparison between a paper ad and a well-targeted, engaging, rich-media ad would at least even things up, if not tilt in the favor of digital. Digital ads have the potential to stimulate multiple senses, both surprise and interact with the viewer, and overall be very engaging. I’m confident that these strengths can offset the “tangible” advantages of paper for most applications.

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NAPIM Submits Comments on State Environmental Regulations – 2018

February  2018 NAPIM has submitted comments on two proposed state regulations that have the potential to affect graphic arts operations in the respective states:

  • Washington State House Bill 2658 would restrict/limit the use of perfluorocompounds in packaging applications.   NAPIM commented that the regulatory definition used in the proposed rule be re-written to exclude compounds like PTFE and other similar materials.
  • New York State Department of Environmental Conservation’s (NY DEC) proposed amendments to 6 NYCRR 226-2.  This rule would restrict the volatile content solvents used in ink manufacturing  operations to 50 mg/l.  NAPIM’s comments requested that ink/coatings manufacturers be excluded from the  requirement.

Please contact George Fuchs at the NAPIM  office if you have any questions.

 

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Real Value of Print (cont.)

Source: http://whattheythink.com/articles/88535-keeping-print-mix-customer-communications/?mc_cid=ee2110b230&mc_eid=d28c9b7cb7

 

Keeping Print in the Mix in Customer Communications

For many companies, digital communications promised fast, easy, relevant, and more affordable customer communications. But now marketers are realizing that print has a valuable role in the customer communications mix that cannot be underestimated. As a result, the role of print in an omnichannel world is being redefined yet again, with print as a key element.

By Cary Sherburne Published: January 31, 2018

As social media, mobile and other forms of digital communications became more universally accepted in the early 2000s, many marketers diverted dollars that had previously gone to printed communications to a digital-only strategy, placing even more pressure on a consolidating commercial print market.

But was their confidence in digital communications misplaced? This cartoon shows how a marketer might misunderstand what drove a consumer to make a purchase. Just because the actual order was placed via a mobile device doesn’t mean that mobile communications drove the action!

In recent years, marketers are again turning to print as an important element of an omnichannel communications strategy. Even in transactional printing, which was one of the fastest areas to go digital, many customers still want a printed statement, although payment is typically done online now.

Interestingly, Millennials, which now comprise the largest population cohort, love getting mail! A recent USPS study, conducted in mid-2016,[1] revealed that the vast majority of Millennials take the time to look through their mail and would rather scan for useful information in the mail than in email. And 90% of Millennials, according to the study, view direct mail advertising as reliable.

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