Council Campaign Extolls Benefits of Print

Share this content:
The Print Council plans an integrated print campaign to promote print as an advertising and marketing medium and increase its use.

The announcement comes during this week's Graph Expo trade show and conference in Chicago. The Print Council is a business development alliance that promotes the use of print media. Founding members include Cenveo, IBM, International Paper, Pitney Bowes, Quad/Graphics and Xerox.

"There are a lot of people out there who just don't understand the power of print and the power of print in combination with other media," said Paul Reilly, Cenveo chairman/president/CEO and acting leader of the council's executive council. "The goal of this campaign is to get that word out."

The first element is a series of full-page ads in publications that donated space, including USA Today and printing publications such as American Printer, Graphic Arts Monthly and Printing Impressions. The ads will include the URL for the council's newly revamped site,

Two of the ads offer statistics from the Multichannel Catalog Study, completed by comScore Networks Inc., Reston, VA, earlier this year for the U.S. Postal Service. One shows a woman looking through a catalog and states: "Online consumers who received a printed catalog from any given retailer were nearly twice as likely to make an online purchase at the retailer's Web site."

Another ad features a conveyer belt with packages, a package delivery person and a block of post office boxes, and it uses 2001-02 research from the Direct Marketing Association and Wharton Economic Forecasting Associates. It says, "A return on investment of 13 to 1. Print makes it possible."

Two mail campaigns also launch next month. One targets marketing managers and other executives in the Richmond, VA, area. Richmond was chosen as a test area based on Print Council research. If the test goes well, the campaign will go national.

"The goal of this mail piece is to get them to understand that they should consider print for their campaigns and consider putting more money into print," said Thaddeus B. Kubis, president of NAK Marketing & Communications Inc., New York, which created the campaign pro bono.

The other targets national printers "to let them know that there is an industry association out there that is actively helping them get new business," Kubis said.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above