PRINT.IT
3
autumn 2014
Editor:
James Goulding
07803 087228
Advertising Director:
Ethan White
01732 759725
Publishing Director:
Neil Trim
01732 759725
Group Sales Manager:
Martin Jenner-Hall
07824 552116
Social Media Manager:
John Peters
07711 204011
PRINT.IT is, published by
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No part of PRINT.IT can be reproduced without
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© 2014 Kingswood Media Ltd.
Design: Sandtiger Media
The paper used in this magazine is obtained
from manufacturers who operate within
internationally recognized standards and
which is sourced from sustainable, properly
managed forestation.
Read print to improve recall
Bulletin
contents
03
Bulletin
09
Managed Print
12
Sustainability
14
Cover Story
18
Marketing
20
Scanners
22
Business Inkjets
24
PC-free Printing
26
Future Office
28
Device Management
31
Printer Evolution
Catalogues ‘outdated’
Read
PrintIT
online, on tablets and
smart phones...
@
printitmag
Pilot Pen Company is hailing the success of this
summer’s Pilot Postcard marketing campaign. The
competition to win a three-night break was promoted
online and in social media but required entrants to go
offline and send in a postcard describing their favourite
summer memories. Although it required more effort
than ‘click and enter’ promotions, the competition
still received hundreds of entries. Pilot Pen marketing
manager Stuart Barker said: “We were really impressed
with the effort that people went to. We didn’t just get
postcards, we got some really creative entries; cards
covered with children’s drawings and people writing
poetry about their best summer moments.”
Manufacturers of inkjet all-in-ones boosted
the energy efficiency of their products by one
fifth between 2011 and 2013, following the
start of industry self-regulation, according to
the latest Energy Efficiency Report by ERA
Technology.
Overall, the imaging equipment industry
reduced the energy consumption of all products
(inkjet and laser) by 10.5% between 2011 and
2013 as a result of measures included in the
Voluntary Agreement on Ecodesign developed
by EuroVAprint (an association of 16 imaging
equipment manufacturers operating in Europe).
The agreement obliges manufacturers to
comply with design and information requirements
relating to energy consumption, recyclability and
use of compatible cartridges.
Self regulation cuts printer energy use by 10%
Ian Simpson, managing director of direct
marketing specialist Catalogue 4 Business
(C4B), is urging businesses not to ignore paper-
based marketing following a survey of 300
businesses in which one in five respondents
said that catalogues were outdated.
Half of respondents (49%) said they didn’t need
a catalogue, and just 5% said they planned to
incorporate one into their marketing strategy in the
next 12 month.
Simpson points out that one third of
businesses that do use printed catalogues
attributed more than 40% of sales to their use
and that catalogues have the highest opening
and highest retention rate of any form of paper-
based marketing.
He said: “If you sell products via your website,
a catalogue is an excellent additional method
to market your product and your brand. Not
everyone likes trawling through page after page
on the Internet. Catalogues have a physical
presence and can communicate by the way they
feel, smell and unfold in your hands something
that an online equivalent simply doesn’t provide.
They also have huge ‘pass through’ potential and
a catalogue is often read by several people, with
a similar demographic.”
People who get their news
from printed media not only
read more news than those
who use online sources, they
also remember more of it,
according to a study by the
University of Houston (UH).
The study conducted by
Arthur D. Santana, an assistant
professor in the Jack. J. Valenti
School of Communication at
UH, involved two groups of
college students, one of which
read the print edition of
The
New York Times
and the other
the same day’s online version.
After 20 minutes of reading,
participants were asked to
note the headlines, general
topics and main points of as
many stories as they could
remember. Print readers
remembered an average of
4.24 news stories, while online
readers recalled an average of
3.35 stories.
Santana offers a number of
explanations for the difference
in recall rates, ranging from the
tendency of online readers to
scan stories to the ephemeral
nature of online content and
the influence of design.
He said: “Online readers are
apt to acquire less information
about the news than print
readers because of the
lack of salience cues. Since
online story placement and
prominence are in a constant
state of flux, readers are less
apt to register which are the
important stories of the day.”
The study
Print Readers
Recall More Than Do Online
Readers
, co-authored with
Randall M. Livingstone and
Yoon Y. Cho, was published
in the
Newspaper Research
Journal
.
ISSN 2055-3099 (Print)
ISSN 2055-3102 (Online)
Comment
Good paper, bad paper
As the story to the right proves,
paper still has qualities that
can’t be matched by digital
alternatives. That said, it is
equally clear that reducing
print volumes and paper filing
requirements should be the
aim of any business. The key,
as NewField IT explains on
page 26, is to differentiate
between good paper and bad
paper. As organisations strive
to achieve ‘digital maturity’
making this distinction will be
critical to their future success.
James Goulding
