This additional co-mailing horsepower is a great benefit to our customers who have readily embraced it in view of rising postal rates and continued discounts offered to efficient mailers," said Steve Grande, Fry's vice president of sales. "A few years ago we needed to convey to customers the benefits to consider co-mailing; today on-site co-mailing is a de-facto requirement in the vast majority of all customer inquiries." Fry's on-site co-mail facility also recently announced its ability...
MONDAY, March 23, 2009 • $2.00 Mailing vs. Fulfillment By Deborah Toth For nearly the past 10 years, mailing and fulfillment services have become growing operations within a printer’s roster. The importance of this segment is illustrated in the flurry of new equipment introduc- tions, seminars, consultants and even occupying the largest mailing and fulfillment area at last year’s Graph Expo in Chicago. The Mailing and Fulfillment Center at Graph Expo ‘08 occupied a record 38,900 square feet of the show floor, and featured 73 exhibitors showcasing all the lat- est mailing and fulfillment systems, products, and technologies. “Mailing and fulfillment is a logical extension of a printer’s core services, and the potential for profits are great,” said Ralph Nappi, president of the Graphic Arts Show Co. “The record-setting size of the 2008 Mailing & Fulfillment Center meant that newcomers to mailing and fulfillment, as well as veterans, could find exactly the technologies and information they needed to realize that potential and succeed in this area.” “Over the past decade, printers have been searching for new revenue streams and mailing and fulfillment services have been identified as a lucrative area to be captured in-house,” said Michael Aumann, president and CEO of Buhrs Americas, a mailing equipment manufacturer. Two of a Kind? While mailing and fulfillment tend to be lumped together, they are two different entities and should be treated as such. Mailing encompasses the creation and production of the design and copy of the printed piece, merging it with the database of addresses, and ensuring that it is mailed to that list in a timely fashion. Fulfillment, on the other hand, is consid- ered the act of warehousing certain print or premium collateral, such as brochures, presentation folders or promotional items for customers, and MAILCOM ‘09 To Focus on Cost-Cutting Measures assembling those items into kits to be shipped to specific locations. By Liz Fedorowicz According to the show’s Web site, “Adding mailing and fulfillment services to a printer’s in-house roster The 29th Annual MAILCOM conference MAILCOM 2009 is an intensive learning of services is a win-win for everyone,” said Peter Doyle, workflow and will take place April 5-8 at the Atlantic experience, loaded with expert speak- integration manager at Muller Martini. “The printer gets to expand their City Convention Center. The theme of ers and in-depth seminars for execu- offerings and grow their profit margin; the publishers reduce waste, the show is “Cut Postage Costs. Cut tives and managers responsible for their minimize shipping costs for their customers, and are able to keep their Distribution Costs. Cut Equipment organization’s mail communications. mailing list more secure at just the printer’s location and not at several Costs. We’ll Show You How.” And at Attendees can choose from 144 semi- mailing houses.” a time like this, all businesses, large or nars offering insider secrets on cutting small, want to implement these cost- costs, improving service, and comply- “Printers used to give away fulfillment services but now they are charg- saving measures. ing with postal regulations. And, new ing for it as value-added and it can pay for itself in one year,” noted Tom continued on page 9 Quinn, director of fulfillment for the Mailing and Fulfillment Service continued on page 6 Inside: ■ Set up a Social Network ■ TQM Strategies ■ Design for Postpress PERIODICALS POSTAGE Paper & Envelopes On Demand 1-800-772-2001 www.papermartinc.com Papers in Stock For iGen, Indigo, DI 6 FEATURE Mailing vs. Fulfillment that specializes in the development and delivery of refurbished equipment, it took some continued from page 1 educational products for the mailing industry. time to find the right equip
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