Print in a Multi-channel World --Sherburne

Marketers are still voting for print with their dollars—by some accounts, print still represents two-thirds of marketing spend. But print is growing at single digits while alternative communications are growing at much faster rates.

So what can we do to help ensure that print remains a viable means of communication and has a healthy future, and what does that have to do with marketing, anyway? Many years ago when I was in sales with Xerox, I had a boss who was fond of saying, "If you are going to be successful in sales, you have to eat your own dog food." In the case of Xerox, we used our own equipment to produce proposals and other materials that helped our sales efforts by showing customers what could be done.