Cross-Media Services — Shops Sending Mixed Messages

The company opened a separate office and runs its printing and cross-media services operations as separate divisions. Each has its own sales staff, but they do work together when a client’s needs cross over.

In pursing the business opportunities in cross-media, Reynolds DeWalt, of New Bedford, MA, benefits from already having a name that doesn’t scream printing. Its definition of the term is “integrated (brand, graphics, message, etc.) and intelligent (built upon a database that is improved as a campaign moves along) communications across multiple media,” explains Scott Dubois, vice president of cross-media services and marketing.