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

October 2010 Volume 8 Issue 6

In This Issue:
USEFUL INFORMATION AFFLUENT COUPON CLIPPERS
The rate of coupon clipping has
increased significantly during the recession.
Now, information is emerging
regarding the changing demo-
graphic trends in coupon
redemption. According to
Harris Interactive,
coupon clippers are
• What, Me Worry? better educated and more
• Can't Beat ‘Em? affluent than traditional coupon
Then Join ‘Em clippers. Specifically:

• The Bank Loan: • Sixty percent of adults with an annual household income exceeding $100,000 have
Mightier Than The Saw
redeemed a coupon in the previous six months.
• They’re Here For • Adults with college degrees are almost twice as likely to have used coupons during the
The Taking
previous six months as those who are not high school graduates, dispelling the perceived
• No Change In Number
Of Donations lowbrow stigma of couponing.
• Men are clipping, organizing, and using coupons at roughly the same rate as women.
• The Bureaucracy
Has Spoken • More than 75% of coupon users during the past six months live in metropolitan areas.
• Grief Over Grievance
Settlements NO KIDDING AROUND: ENCRYPTION
and more...
Does your organization handle consumer informa-
tion for an organization involved in dispensing, or
proposing to dispense, health care? It could be some-
thing as simple as a mailing list. During the past
twelve months, personal information of about more
than five million Americans has been exposed.
Penalties for violations of patient privacy include fines
of as much as $50,000 per violation. Recent viola-
An Information tions include theft of personal information from a
Distribution Company personal computer at Children’s Hospital of Philadel-
phia. The reaction of federal officials: “There is
almost no excuse for unencrypted data to be sitting
on any computer at a hospital or any organization.”

• This edition of ITP Notes was produced on ITP’s Indigo Digital Press.
 I T P NOTES
WHAT, ME WORRY?
Many surveys are conducted regarding the views of
economists and C.F.O.s toward general economic conditions,
but there’s less information regarding the attitudes and per-
ceptions of C.F.O.s toward challenges in their respective com-
panies. A poll by CFO magazine found the following concerns,
in order of frequency:
1. Ability to maintain margins.
2. Ability to forecast results.
3. Maintaining company morale/productivity.
4. Cost of health care.
5. Management of working capital.
CAN’T BEAT EM? THEN JOIN ‘EM.
“Hacking” is a pejorative term in our culture. However,
Yahoo has been active in sponsorship of events to identify
hackers. In fact, Hackers and Open Hack
Days represent an important source
of new ideas and technologies
for Yahoo, according to Jim
Kinder, Yahoo’s senior vice
president. A recent Open Hack
Day in Bangalore attracted 123
hacks, the largest such event held
so far by Yahoo.
THE FAINT SOUND OF DISAPPEARING
CLICKS: CANNIBALISM 101
As e-mail has grown, the assumption has been that the
growth has come at the expense of hard copy media. That’s no
longer the case. According to the MailerMailer Report, it has
come largely at the expense of e-mail during the past four
years. During 2009, the last full year for which statistics are
available, click rates dropped about 38% and were led by
declines in the entertainment, marketing, medical, and bank-
ing industries. In general, consumer inbox clutter, more
sophisticated spam filters, and increased use of mobile
devices were the primary reasons most often cited for the
decline in the number of
e-mail “opens”
and “clicks.”
THE BANK LOAN:
MIGHTIER THAN THE SAW
Deforestation has been in rapid decline in the Brazilian rain
forest during the past five years dropping from 28,000 square
kilometers to 7,500 square kilometers. Columbia University
geographer Ruth DeFries credits two economic programs as
primary causes:
• bank loans to large agricultural producers have
been sharply reduced.
• incentives have been put in place to increase
agricultural production on land already cleared,
thereby preserving virgin forest.
Professor DeFries is working to implement similar programs in
the Democratic Republic of the Congo, Peru, and Suriname.
THEY’RE HERE FOR THE TAKING
This client newsletter had an article about the growth in
consumer coupons. It prompted questions regarding metrics
used in the report. Here are figures for free-standing inserts
during the first six months of 2010 compared to the same
period of 2009, compiled and reported by Kantar Media.
Jan. 1 to June 30, 2010
2010 Pct. Change
Dollars Circulated $234 billion 17.8%
Coupons Dropped $155 billion 10.1%
Pages Distributed $113 billion 6.5%
Average Face Value/Coupon $1.51 7.1%
NO CHANGE IN NUMBER OF DONATIONS
An interesting study of not-for-profit donations has been
completed by Russ Reid. The feedback from about two-
thousand participants revealed some interesting data, includ-
ing the fact that not-for-profit donors in the 18-to-24 demo-
graphic group make about the same number of donations as
those over the age of seventy. The primary difference is the
size of the donations. Also, the younger cohort favors direct
mail despite the conventional wisdom that it heavily favors
social media.
 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

THE BUREAUCRACY HAS SPOKEN QUICK NOTES

Notes
The U.S. Postal Service reported an
unaudited net loss of $764 million FAMOUS LAST WORDS
for the month of July 2010, bringing “I said I prefer blueberry.”
the ten-month fiscal year net loss to – Michigan’s Senator Carl Levin after apple pie was
more than $865 million. During the squashed in his face by Tiffany Kelley, an employee of

$865
month, the number of work hours Pepper’s Café and Deli in Big Rapids, MI during a
was reduced five percent compared question-and-answer session in which she disagreed
to July 2009. When asked about the with his position on foreign policy.
figures, Greg Frey, the agency’s repre-
sentative at the Postal Service, Million LONGEVITY
The “shelf life” of a CMO (Chief Marketing Officer) at
declined comment, stating that
monthly numbers provided by the a large company is precarious. Last year, longevity
averaged only 34.7 months, according to executive
Postal Regulatory Commission are search firm Spencer Stuart. This compares with
unaudited and that the Postal Service seven to ten years for chief executive officers.
only comments on annual and
quarterly numbers. IT’S REALLY SO SIMPLE
“I know from my own experience that with all the time
GRIEF OVER GRIEVANCE SETTLEMENTS we spend on the analytical aspects of our… campaigns
like quality scores, click-though rates, cost per click,
“Put it in writing.” The most recent report to Congress by the Postal and match types, it is very easy to lose sight of this
Service’s Office of the Inspector General dealt with grievance settle- simple truth: what your ads communicate is much
ments and unauthorized disbursements. The report concludes that more important than the metrics you use to track
“grievance payments were often not supported by adequate docu- them.”
mentation and, as a result, we identified at least $27.8 million in – Mark Van England in SEARCH ENGINE LAND
unsupported questioned costs. We also found that oversight of the
grievance settlement process was not consistent among the districts AT LEAST IT NOW HAS A NAME
and that union representatives received grievance payments to It has a name but nobody knows exactly what it is.
which they may not have been entitled. We reviewed six-hundred “Flash crash” is the noun describing the sudden
randomly selected grievances and found that 234 (or 39%) were trillion-dollar swing in stock pricing first detected on
not adequately supported by required documentation.” May 6th. Since then, flash crashes have occurred in
several nations.

A FREE RIDE ON THE “FREE RIDE” MAGAZINE BUSINESS REMAINS ROBUST

A rural delivery carrier has spent
the last five or six years enjoying
life. She’s traveled the world,
bought a boat named “Free Ride,”
became certified as a scuba diver,
and took up bungee jumping, hik-
ing, dancing, and horseback rid-
ing. “Free Ride” is an appropriate
name for her boat: all of her activi-
ties since 2005 have occurred
since she filed a disability claim
against the Postal Service, collect-
ing $193,000. She was sentenced
to repay the $193,000 and eighteen
months in prison.
Despite the business literature proclaiming the immi-
nent erosion of the magazine business, July 2010 set
a recent record for new publications. More new
magazines appeared on the nation’s newsstands in
July 2010, sixty-eight of which are intended to publish
at least four issues a year.
REVENGE
In the case of twenty-six-year-old Mark Zuckerberg,
a cottage industr y has been created based on
violating his privacy. Zuckerberg is listed by FORBES
as the 212th richest man in America. He’s the devel-
oper of Facebook… and seems not to care if his
privacy is violated, considering it a small price to pay
for his wealth.
 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

HI-HO SILVER,
BUT NOT HERE
The so-called “color revolution” Speaking of color, here are Americans’ 2009
hasn’t yet hit North America, accord- preferences regarding wine:
ing to the annual DuPont Global
Automotive Color Popularity Report. Information Distribution
Of all the automobiles sold in North Graphic Design
America in 2009 last year, 17.8% Printing
were white. Black ranked second Mailing
with 17.0%, an increase of six full Fulfillment
points since 2005. Silver ranked Bindery
third in North America but is the
international favorite with 16.7% Red Warehousing
of total sales.
47% White ITP is an information distribution
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Rosé happenings. If you have any
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