Catalog and Publication Outlook: A Cautious New Year

"Print is instrumental in driving sales both directly and indirectly in today's multi-channel marketplace, and has particular advantages in the acquisition stage where marketers gain permission for an expanded digital relationship."

Many printers have taken steps to help support publishers with their multi-channel efforts. For example, Chicago-based RR Donnelley has developed new enterprise solutions and promotes capabilities such as its DigiMag 6.0 digital publishing solution, which can convert existing magazine PDF files into dynamic, online digital publications. The company also offers personalized URL (PURL) solutions to leverage the complementary nature of print and online communications.