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Printing Industry Exchange (printindustry.com) is pleased to have Steven Waxman writing and managing the Printing Industry Blog. As a printing consultant, Steven teaches corporations how to save money buying printing, brokers printing services, and teaches prepress techniques. Steven has been in the printing industry for thirty-three years working as a writer, editor, print buyer, photographer, graphic designer, art director, and production manager.

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The Printing Industry Exchange (PIE) staff are experienced individuals within the printing industry that are dedicated to helping and maintaining a high standard of ethics in this business. We are a privately owned company with principals in the business having a combined total of 103 years experience in the printing industry.

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Blog Articles for PrintIndustry.com

Archive for the ‘Integrated Marketing’ Category

Commercial Printing: The Marriage of Print and Digital

Sunday, July 28th, 2019

Articles in the media touting the marriage of print and digital always make me happy. Not only because I’m a firm believer in the place of custom printing (and because I’m a printing broker) but also because these articles mirror my own experience. Print and digital amplify each other’s strengths. They don’t have to fight, and one doesn’t have to replace the other. (more…)

Custom Printing: Web Design That Translates Into Print

Saturday, October 10th, 2015

Creating a visual identity for a business is a formidable undertaking, rife with visual implications, functional issues, and connotations and nuances in tone. Therefore, it’s important to approach it with a sense of humor and play: an experimental approach that allows you to try many things, fail at some, and succeed at others. Being too serious about this will cripple your efforts. (more…)

Custom Printing: The Power of Integrated Media

Saturday, September 20th, 2014

I had lunch today with the CEO of a local commercial printing shop. We discussed cross-media marketing. He really “gets it” in a lot of ways and has positioned his business accordingly. Specifically, (more…)

Custom Printing: More Uses for Interactive Print

Wednesday, July 2nd, 2014

As I looked through NewPage’s This Is Ed, #15 Interactive Print, again after writing the last PIE Blog posting, I noticed two more stellar examples of print ads combining ink on paper with digital technology. (more…)

Custom Printing: An Approach to Integrated Marketing

Monday, April 14th, 2014

A few weeks ago while visiting with a book printing client of mine, I made a few suggestions about promoting three new titles this small publisher was about to produce with my help. He and his wife had a website and some marketing postcards, and they had asked my opinion of how to approach the promotion of these new print books. (more…)

Book Printing: Print Brokering Book Case Study

Saturday, October 19th, 2013

An associate of mine is an importer/exporter. He has a source in China for LCD books: small marketing booklets with a video screen imbedded in the inside back cover, along with speakers, volume controls, rechargeable batteries, and all the other components needed to play one or more videos (or replace the videos as needed). (more…)

Custom Printing Is Still Alive According to Online Sources

Wednesday, December 12th, 2012

I came upon a few articles recently that show various venues in which the printed word still flourishes.

Direct Mail Packages Just Work

The first article is a snippet from a commercial printing supplier’s website. I work with this vendor as a broker. Let’s call them “Printer A” so as not to give them an unfair advantage. To quote from their website, “This political season, [Printer A] printed and mailed over 24.5 million pieces in a three-month period.” To continue, this printer has noted increased spending on direct mail packages. Printer A attributes this resurgence to businesses’ attempting to attract new customers by using “mail that gets noticed.” (more…)

Commercial Printing: B&B’s “Look” Hits It Dead Center

Thursday, November 29th, 2012

I visited a retail clothing store with my fiancée today. I went in because she wanted to see the shop, but I quickly got lost in the way the décor of the store, its wall and floor signage, lighting, wall paint colors, merchandise tags, music, and avant garde employee attire all came together to create a coherent, bold atmosphere. (Let’s call the store B&B, to make it somewhat of a hypothetical example of good marketing and design.) (more…)

Custom Printing: 4 Examples of Successful Integrated Marketing

Monday, September 3rd, 2012

I recently read an article by TJ Raphael in Folio called “Backstage Ties Print and Digital Together with Redesign.” It got me thinking about those companies that successfully integrate print materials and the Web, at least those I have come across in my own life. I wanted to find examples of companies that embrace print catalogs and magazines, not those in the process of shifting their focus from print to digital. (more…)

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