production
Hybrid production
offers publishing
versatility
The message that litho and digital Digital engenders the full and creative use For publishers wishing to produce
printing technologies are complementary of databases that enables a publisher to alternative versions of a particular issue,
processes, rather than competitive, has fully maximise the marketing potential of such as for an exhibition or conference,
never been stronger than in the current its titles. It has been proven that making digital printing technology provides the
climate. Here, we look at how hybrid
a campaign relevant to an individual means to produce short runs at a later
production can maximise a publisher’s
consumer gives a good return on
date, quickly and easily.
marketing and revenue options.
investment, and it is this highly targeted
form of marketing that advertisers
Complaints about the quality of digital print
Offset presses will always be the have long gone. The technology is sharper
increasingly want to utilise.
economical choice for producing longer and the results akin to litho print, making
magazine runs, but with the advertiser
The buzzword on everyone’s lips is ‘hybrid
the integration of litho and digital printing
seeking more highly targeted solutions,
production; that is, the integration of
within one title a very real option that
publishers are recognising there is a place
digitally printed sections within litho titles. In
publishers are increasingly exploring.
for the integration of digital print within
essence: versioning.
a litho-printed title.
To discuss incorporating digitally printed
sections within your title, please contact
The opportunity is there for magazines to
Will Inshaw, digital manager: 01233 623131,
effectively ‘break-down’ sections of their
will.inshaw@headley.co.uk.
titles, or indeed the whole publication,
into versions. This might involve the
integration of a digitally printed section
that incorporates regionalised advertising
and editorial content, a section
providing regionalised
Digital printing enables the use of
recruitment advertising,
customisation and personalisation,
or a magazine
something that offset printing cannot
that includes
achieve, and these are elements which personalised
are fast becoming a must for companies cover pages (much
looking to get improved response rates like the magazine
through highly targeted advertising and you are reading
marketing campaigns. right now!).
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