I N N O V A T I V E T E C H N O L O G I E S I N P R I N T

August 2010 Volume 8 Issue 5

In This Issue:
USEFUL INFORMATION “WHAT? ME WORRY?”
The great majority of the population believes that so-called social media lacks safeguards
against personal privacy but, ironically, seems to accept this scenario as a fact of life. The fed-
eral government has taken steps against Twitter and Facebook on this issue. Recent research
by the Ponemon Institute found that more than eighty percent of consumers fail to take steps
to secure personal information online. Specifically, the survey found that:
• about forty percent of respondents share their respective
home addresses on social media applications.
• Don’t Hold the Presses • about two-thirds of respondents fail to use privacy
or high security settings on social media sites.
• Not All Footprints
• victims of security violations and non-victims
are Carbon
exhibit similar behavior. The majority of those
• Changing Times who have experienced identity theft have taken
• Is Frugal Here Forever? no subsequent steps to secure personal informa-
• Dealing With Perception tion online.
• almost sixty percent of respondents admit they are not
• Adjusting to Limited
Delivery confident or are unsure that their list of “social media
friends” only include people they know and trust.
• Motion or Progress?
• Direct Mail and ALL PRINT IS NOT ALIKE
Fund-Raising
Recent literature about media often makes the unfortunate assumption that all print is alike.
• No Longer Bamboozled
In fact, it’s not that simple. In some contexts, print has a permanence and tactile quality that
and more... can’t be duplicated by other communication vehicles. A recent study by Eric Mower and
Associates found that “most college students rank themselves as environmentally-conscious
and two-thirds believe going paperless helps the environment, but they draw the line at elec-
tronic copies for key documents – especially when it comes to college diplomas.” Fewer
than thirty percent of the respondents would give up printed
books, magazines, newspapers, official documents, and photos.
The report added that “nearly seventy percent said the idea of
receiving an electronic copy of their diplomas either bothered
An Information them or they considered it so terrible that they hated it.
Distribution Company Only four percent said they would ‘love’ the idea of a paperless
college diploma at graduation.”

• This edition of ITP Notes was produced on ITP’s Indigo Digital Press.
 I T P N
DON’T HOLD THE PRESSES
Ink-on-paper is far from dead. In fact, one segment of print
advertising and promotion is showing double-digit growth ––
twelve percent –– so far in 2010, according to Kantar Media:
preprint advertising, commonly known as free-standing
inserts. Primary reasons for the growth:
• Increased use and redemption of coupons during difficult
economic times.
• Many retailers’ more aggressive promotion of store
brands (private label products).
• The ability of advertisers to measure their return on
investment. In some cases, this goes beyond calculation of
the overall cost-benefit relationship and may included
response by consumer, day & week, advertising vehicle,
price variation studies, and other variables.
NOT ALL FOOTPRINTS ARE CARBON
Not everyone is aware that most photocopiers manufactured
after 2002 store images of documents on their hard drives.
Even the infrequent use of a copier to reproduce a personal
or business document with sensitive information makes that
information vulnerable
to theft of the hard drive
upon expiration of a
lease or “decommission-
ing” of the equipment,
according to research by
CBS News. The Federal
Trade Commissions is
urging photocopier man-
ufacturers to address the
issue. Xerox Corporation
already offers customers the option of removing hard drives
as well as a no-charge image-overwrite option that destroys
data stored on the hard drives of many of its models.
DEALING WITH PERCEPTION
Let’s face it: many advertising agencies are not highly regard-
ed by the public in terms of their veracity. In fact, a recent Gal-
lup/USA TODAY poll ranked advertising practitioners third
from last in terms of honesty and ethics, ahead of lobbyists
and car salesmen, but below business executives, members of
Congress, and state officeholders. In an attempt to change this
public perception, an Institute of Advertising Ethics has been
launched by the University of Missouri School of Journalism
and the American Advertising Foundation. Research already
conducted by the University of Missouri found that honest
advertising is the single greatest factor in establishing corpo-
O T E S
rate reputation, ranking ahead of sustainability and corporate
social-responsibility programs. About a third of consumers
don’t believe advertising is ethical.
CHANGING TIMES
Post World War II research into business-to-business buyer-
seller behavior almost unanimously found that perceived sup-
plier neglect was a leading cause of new supplier
selection. A recent study by the international consulting firm
McKinsey & Co. suggests that the recession has fundamentally
changed buyer-seller behavior. Feedback from about twelve-
hundred corporate respondents revealed these “turn-offs,”
destructive selling behaviors by sales representatives:
Percent
• Excessive sales rep contact..................................... 30%
• Lack of knowledge about reps’ own and/or
competitors’ products/services............................... 20%
• Lack of industry knowledge about usefulness
of product/service to customer................................ 9%
• Sales rep style is too aggressive.............................. 8%
• Customer neglect after the sale.............................. 8%
• Other........................................................................... 25%
IS FRUGAL HERE FOREVER?
A key question as we emerge from the recession: are some
of Americans’ revised buying habits permanent or will we
bounce back to some of our more traditional buying trends.
It’s a somewhat complicated question. In the case of private
label/store brand foods and other consumer products, it’s
apparent that the transformation during the past decade has
involved more than price; a substantial portion of the public
believes that the differences between branded and unbranded
products aren’t discernible, “green” and organic issues are
a consideration, and many factors other than
price enter the purchase decision.
On the other hand, research by Booz
& Company suggests that a “new fru-
gality” may be upon us. Its survey of
several thousand consumers indicate
that, in the next twelve months, only nine percent of consumers
intend to spend at pre-recession levels on household products
and eighteen percent plan to spend at a pre-recession level on
apparel. Sixty-four percent of surveyed consumers say they’ll
shop at stores with lower prices even if they are less convenient.
Perhaps most important, about eighty percent of buyers say they
will conduct more and better research before making a pur-
chase decision. This certainly has implications for the same indi-
viduals gathering information for a business buying decision.
 Quick
I N N O V A T I V E T E C H N O L O G I E S I N P R I N T

ADJUSTING TO LIMITED DELIVERY QUICK NOTES

Notes
Despite opposition from many quarters, including mailers,
unions, and some members of Congress, five-day-a-week U.S. Post-
al Service delivery appears inevitable. To a great extent, this will
probably involve shifting many costs from the Postal Service to
mailers. Advertising and print schedules will need to be accelerat-
ed. This may cause some printing plants to revise production
schedules, especially in the case of time-sensitive printed materials.
Coordination between print and other media will be more difficult
in the case of integrated promotion programs.
MOTION OR PROGRESS?
There are reports of substantial increases in some areas of direct
mail during the first calendar quarter of 2010 compared to the
same period of 2009, according to research and tracking service
Mintel Comperemedia. Credit-card-related direct mail jumped 36%
and insurance mail increased 8%. Insurance-related mailings rep-
resent the greatest volume of Standard Mail for the quarter. Howev-
er, that is likely to change as America continues to debate the struc-
ture, details, timing, and regulations involving health care.
DIRECT MAIL AND FUND-RAISING
Direct mail was the leading channel for fund-raising at not-for-profit
organizations in 2009, according to Target Analytics, accounting for
68% of revenue. Online contributed 9% and telemarketing contributed
3% to contributions. The research firm also reported that 87% of all
new donors were acquired through direct mail, compared to only 12%
acquired online. Giving USA Foundation reported that total donations
to charitable organizations fell 0.4% during the 2009 recession.
OVERCOMING THE PRIVATE LABEL OBSTACLE
It appears that public acceptance of private label (store brand)
products is almost complete, according to extensive research by
Ipsos Marketing. The data suggest that acceptance goes well beyond
price. As we’ve written extensively in this newsletter during the past
several years, private labeling and packaging may provide opportu-
nities for many commercial print companies. The figures generated
by Ipsos Marketing:
• Consumers believe store brands perform at least as well as
national brands in providing good value for the money (89%).
• Store brands meet my needs (87%).
• Private label products are convenient (87%).
• Store brands are good for the family (86%).
• Private label products are environmentally-friendly (82%).
• Private label food products taste good (81%).
• I trust store brands (80%).
• Private label products are high-quality (73%).
• Packaging is appealing (65%).
THIS EXPLAINS IT ALL
“No one party can fool all of the people all of the time.
That’s why we have two parties.”
– Bob Hope
DISAPPEARING NUMBERS
White page telephone directories are about to
become a distant memory. They are available by
request only in Ohio, Florida, and Oklahoma –– and
even in those states, only two percent of phone users
request copies.
REALLY CONNECTING?
“The single biggest problem in communication is the
illusion that it has taken place.”
– George Bernard Shaw
CRM CONNECTION
The CRM (Customer Relationship Management) con-
cept has been with us for several years. While it has
its proponents and detractors, several trends in its
usage have emerged. According to Silverpop, usage is
more prevalent among business-to-business market-
ers than in business-to-consumer situations by a mar-
gin of 69% to 43%.
SWEET DREAMS?
“Vision without execution is hallucination.”
– Thomas Edison
E-MAIL CREEP
American business has a love-hate relationship with
e-mail. On the one hand, it’s fast, convenient, and rel-
atively inexpensive. On the other hand, the average
number of corporate e-mails sent and received by the
average employee continues to grow:
Year
2010 (YTD) –– 199 e-mails
2009 –– 177 e-mails
2008 –– 156 e-mails
2007 –– 142 e-mails
WHEN YOU COME TO A FORK
IN THE ROAD, TAKE IT
“Nothing clears the mind like no alternative.”
– Nicole Harris, publisher, National Glass Association
 I N N O V A T I V E T E C H N O L O G I E S I N P R I N T

NO LONGER BAMBOOZLED
Tree-free paper may be making a comeback. Attempts to sell paper from easily renewable
materials were made a decade ago. Crane & Co. offered fine paper that was fifty percent cotton
- fifty percent kenaf and fifty percent cotton - fifty percent industrial hemp. Bamboo paper was
introduced by a large mill. Ironically, one of the reasons it was soon discontinued involved Information Distribution
claims by some environmentalists that the harvesting of bamboo was destroying the habitat of Graphic Design
pandas. The bamboo was harvested hundreds of miles from the nearest panda. The current Printing
sheet, ten percent bamboo Mailing
and ninety percent cotton, is Fulfillment
manufactured by Legion
Bindery
Paper. Perhaps tree-free
Warehousing
paper will finally become
more widely adopted.
ITP is an information distribution
company in Elizabethtown, PA.
This newsletter is intended to give
our peers brief details of industry
happenings. If you have any
questions regarding our services,
please visit us at:
www.itpofusa.com
ITP of USA
200 South Chestnut Street
Elizabethtown, PA 17022
717.367.3670
Useful Information and more! See inside… 866-487-8506
FAX: 717-367-1587

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