More Offset Operations Crossing Digital Chasm — Michelson

That’s not to imply that the graphic arts industry isn’t going through serious upheaval, though. Print—whether offset, ink-jet or toner based—is increasingly just one component within broader cross-media marketing campaigns. Catalogers are relying on printed catalogs to drive customer traffic to their Internet sites, where the order process then takes place. Conversely, magazine and newspaper publishers are developing Websites with unique content to complement and further brand their printed products. Marketers that formerly turned to mass media advertising are boosting response rates through highly targeted direct mail, often incorporating variable data digital printing.