The Relevance of Print in a Digital World

All the comments of copier executives should be taken with the caveat that their job is dependent on their company's ability to sell digital copiers; however, the statement released by Jeff Jacobson, the Chief Operating Office of Kodak's Graphic Communications Group, was poignant.

''There is no sign of anything, anywhere that could replace print and what it does. Like every market segment, the print industry is changing and evolving," said Jacobson. "Print, a 500-year-old industry, remains as relevant and important as ever because of its longevity, adaptability, mobility and acceptability," said Jacobson during the Web Offset Association's 54th Annual Conference.

He talked about the importance of variable data printing, referring to tailored mail pieces and catalogues.

"This is a huge opportunity for us if we look at how we can bring additional value to customers who once upon a time just came to us for ink on paper. If the conversation is about how marketers can get a bigger return on investment, we're no longer talking about cost per piece. We're talking about performance--and print performs."

Jacobson, hit on the concept of individualization which is driving the copier market. As equipment like the Xerox 2060 and Xerox iGen3 is capable of producing variable print materials, customers have experienced increased access to new marketing approaches and mailings.

The text of Jacobson's remarks can be found at http://www.graphics.kodak.com/.