The events calendar is suddenly very full with, this week, Hunkeler Innovation Days taking place in Lucerne, Packaging Innovations in Birmingham and in London, Publishing Expo and TFM&A alongside each other. Book printers will head to Switzerland, carton hungry commercial printers may look to the NEC while it’s Olympia for magazine printers. Direct mail can choose this or Lucerne as the inkjet technology on show at HID is extending into the direct mail arena.
All will be pretty vibrant events for each has a story to capture the interest: HID for the above reasons, packaging because its role as a marketing channel is growing and TFM&A as the internet takes a greater slice of advertising spend. Indeed the UK has the dubious honour of becoming the first major market where digital ad spend is exceeding traditional media. But this is only true if existing definitions apply.
How much of an advertising medium for a product is its carton for example? Brand messaging can no longer be confined to the known boxes. Digital, as well as providing new ways to reach consumers, has shattered the distinctions between television and newspapers, radio and outdoor. Campaigns touch at least three media. Untangling which gets which spend is increasingly difficult and makes a mockery of the crude containers used to measure influence and spending. The events this week should underline that: magazine printers offering digital versions; packaging with interactivity embedded and print that is triggered by an online campaign.
Comment
Those interested in continuous feed printing should head to Switzerland.
Crowded week
Gareth Ward ponders a full diary of events.
The events calendar is suddenly very full with, this week, Hunkeler Innovation Days taking place in Lucerne, Packaging Innovations in Birmingham and in London, Publishing Expo and TFM&A alongside each other. Book printers will head to Switzerland, carton hungry commercial printers may look to the NEC while it’s Olympia for magazine printers. Direct mail can choose this or Lucerne as the inkjet technology on show at HID is extending into the direct mail arena.
All will be pretty vibrant events for each has a story to capture the interest: HID for the above reasons, packaging because its role as a marketing channel is growing and TFM&A as the internet takes a greater slice of advertising spend. Indeed the UK has the dubious honour of becoming the first major market where digital ad spend is exceeding traditional media. But this is only true if existing definitions apply.
How much of an advertising medium for a product is its carton for example? Brand messaging can no longer be confined to the known boxes. Digital, as well as providing new ways to reach consumers, has shattered the distinctions between television and newspapers, radio and outdoor. Campaigns touch at least three media. Untangling which gets which spend is increasingly difficult and makes a mockery of the crude containers used to measure influence and spending. The events this week should underline that: magazine printers offering digital versions; packaging with interactivity embedded and print that is triggered by an online campaign.
Those interested in continuous feed printing should head to Switzerland.
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