SOURCE: InfoPrint Solutions Company

InfoPrint Solutions Company

January 11, 2010 09:00 ET

Leading Publisher Customizes Magazine to Increase Relevancy to Readers

IBM, Ricoh Joint Venture and Graphic Arts Monthly Supply Subscribers With Their Preferred Content

BOULDER, CO--(Marketwire - January 11, 2010) - InfoPrint Solutions Company, a joint venture between IBM and Ricoh, and Graphic Arts Monthly (GAM), a Reed Business publication, today unveiled GAM's first customized issue for subscribers. The January 2010 edition of GAM has been specifically tailored and customized based on readers' preferences. This full digital color cover was created using InfoPrint 5000 inkjet technology, software and services from InfoPrint that enables publishers to discover and capitalize on subscriber interests by delivering relevant content.

This groundbreaking initiative is the first time GAM has actively polled their readers to determine the specific content based on reader preferences. Over the years, publishers have claimed to deliver customized magazines but few have asked their subscribers what topics they find interesting and tailored their issue based on those preferences. GAM aims to keep its readers renewing their subscriptions via delivering relevant content, a tactic that makes it stand out from other trade titles in its sector.

InfoPrint worked with GAM to survey 70,000 subscribers on the topics that are most interesting. The survey respondents received the January issue with one of the 25 combinations of full color covers highlighting their preferred topics. Other respondents were delivered a cover based on the analysis carried out by the title's editor and the InfoPrint team. In addition, GAM and InfoPrint delivered personalization by integrating the offline magazine to online advertising by inserting the reader's name via personal URLs.

"This is the first time we have ever analyzed one of our most valuable assets -- our subscribers -- to deliver a truly personal version of Graphic Arts Monthly," said Bill Esler, Editor of GAM. "This project will demonstrate the importance of content relevancy for publishers, and highlight its role in keeping and attracting subscribers, while delivering fresh and relevant content in every edition of a print magazine. The business to business market is one of the toughest to crack and working on a project such as this enables us to continue to learn more about our readers, see the benefits of tailored, timely information and share it with others in the Reed Business portfolio."

InfoPrint's Precision Marketing leverages data to deliver customer insights and preferences. These insights are then transformed into marketing messaging that aim at sending the right message, to the right person, at the right time. Relevant messaging is the best a way to nurture and cultivate stronger relationships with consumers, growing loyalty. Publishers can use this methodology to take personalization to the next level using the data they already hold about their readers from opt-in forms submitted by their subscribers.

"Given the challenges facing the publishing industry, it is imperative that publishers find methods to effectively re-engage and retain their readership. This GAM in-market example seeks to engage subscribers by providing highly relevant and personalized content -- a top priority for consumers today. By utilizing simple data analytics to customize content and inserting compelling graphic images, magazines can become more appealing, relevant and topical and better engage with their audiences," said Sandra Zoratti, Vice President, Global Solutions Marketing at InfoPrint.

Using InfoPrint's technology to create personalized covers

The InfoPrint solution allows publishers and printers alike to provide relevant, personalized and dynamic content which their readers demand. The covers were printed on an InfoPrint 5000, a full-color, continuous forms inkjet drop-on-demand printing system. Many of these systems have been implemented worldwide to enable successful Precision Marketing applications, as well as to produce short-run books, two functions that make it an ideal choice for the Graphic Arts Monthly pilot.

The flexible, variable color capability of the high speed InfoPrint 5000 make it the best complement for offset printing and will enable the uptake of publication with variable color content. Combined with the insight from surveys, existing data and basic analytics, this could represent the solution to dwindling subscriber numbers for the business publishing industry.

InfoPrint Solutions Company

InfoPrint Solutions Company, headquartered in Boulder, Colorado, brings to market the advantages IBM and Ricoh have in the development, manufacturing, marketing and building of strategic solutions for customers, creating a growth-oriented global enterprise that is strategically focused on the output market. For more information go to www.infoprint.com

Contact Information

  • Media and Industry Analyst Contacts:
    Tracey Sheehy
    Breakaway Communications for InfoPrint Solutions Company
    Email Contact
    212-616-6003