Quebecor World Direct--Building Business, One Client at a Time

Interestingly, in the direct mail business, the printing is secondary, according to Chris Locker, vice president of the Personalized Products line. With the multitude of other value-added services that are now required in personalized products, he says printing (the process itself) is of secondary concern to customers. When it comes to personalized mail products, Locker claims putting ink on paper is not nearly as important as the compelling, one-to-one marketing messages, the "bells and whistles" and the "unusual" art/design elements—all of which increase the odds that the product will be noticed.