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ESSENTIAL to successful personalized campaigns is accurate and highly detailed database management. Print-to-One, CW NiemeyerÕs variable data/imaging subsidiary, has been producing direct mail and other marketing pieces on its CiPress 500 since last July that mimic the look and feel of offset print on uncoated, matte stock. Reportedly, for an international ad agency client, Print-toOne is producing direct-to-mail catalogs featuring six-page covers with foldouts that have up to 64 different customizable fields. After it is aqueous coated, the cover wraps around offset-printed body pages. Quantities range from the high hundreds of thousands to the low millions. ÒAnother European customer is producing hundreds of thousands of stand-alone direct mail co-marketing with distributors for branding [purposes],Ó Graupman notes, adding that the three-panel roll-folds feature 60 to 70 variable elements. Research has proven, he said, that variable applications can garner 400 to 500 percent higher response rates versus static campaigns. Changing the Rules of Advertising Marketers large and small can learn valuable lessons about inkjetÕs potential from an open-minded magazine publisher which initially bought into the magalog concept three years ago. It was partly the vision of Dale Williams, operations VP at print service provider Strategic Content Imaging (SCI), Secaucus, NJ. Williams was not convinced by the doom-and-gloom predic- tions people were making about the future of print media. The other out-of-the-box thinker is Jim Cioban, CEO of data-driven marketing partner Cierant Corp., Danbury, CT, who wasnÕt drinking the Kool-Aid either. Why not leverage data from hundreds of thousands of subscribers to create highvalue, low-cost personalized magazine advertisements, they asked? Why not use customization to drive subscribers to online content tailored specifically for them? Why not use these tools to create more effective and measurable marketing campaigns? The two men put their heads together and began to change the rules of print advertising. ÒIf you want to reach a few hundred thousand people, and you only have 40 hours to print and ship, you need something like the power of the HP Inkjet Web Press to get it done,Ó says Williams. He and Cioban began talking with Jeff Lovelace, director of business development at print service provider OÕNeil Data Systems (ODS) to work out technical and logistical challenges. A long-time HP user, ODS has locations in Los Angeles and Plano, TX. The trio then brought their idea to Hearst Magazines. ÒHearst was very receptive,Ó recalls Lovelace. ÒThey understood very quickly how this could impact the longevity of publishing a traditional magazine.Ó ThatÕs no small buy-in. The unit of CiPress 325 Production Inkjet System The Xerox CiPress 325 Production Inkjet System complements the company's CiPress 500 Production Inkjet System as the world's only high-speed waterless inkjet devices. For printers with lower average monthly page volumes, the twin-engine device makes it easier to enter the high-speed inkjet market. CiPress 325 ofers high-volume production at 325 fpm/100 m/min. It prints at 600x600 dpi resolution so marketing materials, transpromo jobs, catalogs and manuals come of the press in crisp, vivid color. Features and benefts of the CiPress 325 include: • UpgradeableÑUsers can enhance the system from 325 fpm to 500 fpm through a software license, which increases productivity as page volume grows. • Fast processingÑXerox's FreeFlow Print Server enhances productivity by handling complex variable jobs without sacrifcing print speed. Users can confgure their digital front engine to meet their job processing requirements. • SustainabilityÑXerox's patented, granulated, resin-based ink formulation makes it simpler to deink prints for recycling. Xerox's approach received the highest deinkability ratingÑ"Good"Ñfom INGEDE, a group of leading European paper manufacturers representing the International Association of the Deinking Industry. MyPRINTResource.com/10711737 16 AUGUST 2013 • INKJET'S AGE www.MyPRINTResource.com