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Greening Print Marketing: “Green” as a Stealth Data-Gathering Tool

Sometimes, I just love this business. I just checked a favorite website and was greeted with the following request:

When you are exploring the new Print Buyers Online website, please take a couple of minutes to update your account information.  Simply click the “Manage Account” tab at the top of the page to check to see if we have your accurate information. This will help us keep our statistics up to date so we can keep our lists clean and green.

Kudos! Everyone wants to be green. No one wants to be responsible for choking up the landfills. What a terrific way to keep that invaluable database up to date and keep unnecessary print costs down. Yes, it’s great for the environment, but it’s great for the bottom line, too!

Like this post? See all my “Greening Print Marketing” posts.

(Image courtesy of The Stock Exchange, uploaded by Boogaloo)

Written by Heidi Tolliver-Walker

Heidi Tolliver-Walker has been a commercial and digital printing industry analyst, feature writer, columnist, editor, and author for nearly 20 years. She is known for her meticulous research and no-nonsense perspective. In addition to having written thousands of industry articles for top industry publications, she and Richard Romano have been the face of the well-respected industry research firm The Industry Measure (TrendWatch Graphic Arts) for many years. In her more than 13-year tenure with the firm, she has written countless reports on digital printing, 1:1 (personalized) printing, Web-to-print, personalized URLs, and other hot industry applications. She is also a long-time contributing editor and columnist for Printing News, for which she writes two monthly columns, including "Personal Effects," which features monthly analysis of 1:1 (personalized) printing case studies. She is also the author of three titles for the National Association of Printing Leadership: Designer's Printing Companion, Ink & Color: A Printer's Guide, and Diversifying Via Value-Added Services. As a small, niche publisher (Strong Tower Publishing), she is active in utilizing these technologies in her own business, as well.


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