MONDAY, November 2, 2009 • $2.00
Printer in Transition:
By Liz Fedorowicz
True variable data printing requires a certain collective mind-
set by the entire company to pursue all of the elements neces-
sary to be successful. There’s no half-way in variable data.
That pretty much sums up the philosophy of Mail Print CEO
She said she likes to think of her company as a marketing soft-
ware company that happens to own an extensive array of offset
and digital printing equipment. But she doesn’t use her digital
presses for short-run printing the way others do; she pushes
variable data technology to the limit. She prints a catalog for
one of her clients that has almost 1,000 variable elements in it.
Kansas City-based Mail Print has stayed ahead of the curve in
terms of variable data. In fact, as many printers are looking for
ways to cut back, Danner, who owns the company with her
two brothers, is focused on growing the business. Mail Print
recently expanded by about 10,000 square feet. The expansion
doubles the size of the company’s original space, which was
20,280 square feet in 1996.
This consistent growth is a direct reflection of careful planning
Gina Danner and market evaluation by the owners of the company. Twenty
years ago Mail Print produced lots of letterhead and envelopes,
however with the advent of e-mail as a core business tool, let-
Personalization More Relevant Than Ever terhead production is virtually gone. Today Mail Print is more
of a total marketing service provider than a printer.
By Helene Cohen Smith One technology printers have been
Adapting to change is the hallmark exploring for the past several years “We were fortunate to learn about digital printing years ago
of successful printing companies. —and been hammered with by when a prospect approached us with a project,” Danner noted.
In today’s economic climate, those suppliers and consultants alike— is “And in 2001 we leaped into digital with Indigo technology.
that survive and thrive have come offering their customers the ability With a core piece of business already on board it was a painless
to master transition; to take the best to create and deliver documents investment for us.”
of new technologies, methodologies that are customized for specific
and trends, and weave them into audiences or individuals. There According to Danner, “You have to make a cultural shift—
the fabric of their business offerings. continued on page 5 change the DNA—of the company in order to be successful. The
continued on page 4
Inside: ■ Tweet Your Way to Success ■ Holograms Foil Counterfeiting ■ Text Message Marketing
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