Barry Bogle

In-line finishing is like in-line skating in that it satisfies a primal urge: the need for speed. In-line finishing also has the “cool factor,” like in-line skating. And in-line printers get to wear those cool clothes, too. But what is in-line finishing exactly, and what are the best ways to use it? In-line finishing condenses the web printing process, the bindery process and the lettershop process into one continuous operation. One or more webs—or rolls of paper—are printed, cut, folded and addressed in a single step. And a wide variety of creative options are available to embellish the printed piece, as I’ll mention later. The advantages

Today, the word technology most often is used to refer to online innovations. In the search engine marketing sector, in particular, new solutions are rolled out almost monthly—if not weekly. By comparison, “most of what’s happening in direct mail printing is evolutionary not revolutionary,” says Barry Bogle, vice president, imaged products at Quebecor World, a commercial print media services firm based in Montreal, Canada. All the same, he notes, this incremental progress is significant in helping direct mail remain a cost-efficient activity for direct marketers. While few in the industry would dispute direct mail’s advantage as a strong one-to-one communication method, the rising costs

By Paul Barbagallo Getting the mail opened has never been harder. It has been a mere five months since anthrax contaminated a supermarket tabloid office in Florida, and six months since terrorism took an unfathomable grip on America's consciousness. Contending with these impediments, direct mail marketers also confront a frigid consumer climate brought on by the rise of unemployment. The challenge still remains for mail efforts to be noticed, beginning with the all-important outer envelope. But despite all of this, experts say, not much has changed in direct mail campaigns. "Everyone panicked at first about the anthrax thing," said Barry

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