How Short-Run Print Can Activate Lucrative Niche Audiences
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On the web, publishers have become adept at launching niche content verticals to engage very specific, often highly-monetizeable audiences. On the flip side, due to the economics of printing, publishers have historically had to take a one-size-fits-all approach to printed content.
However, advances in digital printing and data integration are making targeted print more feasible and in turn opening up new business opportunities for publishers. Using audience data to serve up short-run print products that are highly relevant and hence more valuable to the end user will breathe new life into publishers’ print business, says John Conley, print expert and CEO of Borderland Advisers.
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