Cross-Media Services — Shops Sending Mixed Messages

Blending Print and Data

Blending printing with sophisticated data applications is how Dan Hirt, president and CEO of Primary Color in Costa Mesa, CA, defines his company’s cross-media services. “The net result is targeted, granular campaigns in which ROI is figured into every dollar of a print spend,” he says. “Cross-media is a communication strategy (typically with opt-in mechanisms). It drives bottom-line campaign results in ways traditional print cannot.”