Join Frank Romano for Free Webinar Hosted by WhatTheyThink.com: Selling and Marketing Digital Printing to Ad Agencies

WhatTheyThink.com, the leading news and analysis site for the printing and publishing industry, today announced that well-known industry pundit Frank Romano will conduct a free educational webinar entitled Selling and Marketing Digital Printing to Ad Agencies. Scheduled for Tuesday, February 27, 2007, from 2:00 to 3:00 EST, this session will provide important guidelines that will help print service providers with digital color printing capability to target ad agencies with business-to-business clients.
Registration for this no-charge webinar is available at this special Web page:
https://members.whattheythink.com/home/webinarregistrationform.cfm
“Ad agencies influence over $102 billion in print buying in the U.S.,” said Romano. “Eighty percent of creative agencies are involved in print buying decisions and almost all of them play either a primary role or collaborative role in campaign development and direction.”
According to Romano, a study by the Rochester Institute of Technology (RIT) Printing Industry Center found that creative agencies play a critical role in the printing industry eco-system. This survey of 250 agencies revealed that creative agencies, and especially the Production Managesr within those agencies, are involved in print buying decisions and account for an average purchase of $1.5 million annually and a median of $400,000.
“It is well known that digital color printing’s short runs and personalization capabilities improve targeting, response rates, and overall effectiveness of integrated communications programs,” said Randy Davidson, President, WhatTheyThink. “Printers who can support these programs and help agencies use new media to better track performance against their clients’ goals will have an advantage in landing agency business. We are pleased to be able to bring this ‘how-to’ session to industry executives.”
WhatTheyThink conducts frequent webinars on important industry topics that are regularly attended by hundreds of printing industry executives from around the world.
“The ability to support integrated marketing campaigns and demonstrating effective return on marketing investment are important criteria in ad agency printer selection,” added Romano. “During this session, you will also learn how to set expectations with samples that show your printing capabilities. Demonstrating quality is vital because quality and dependability are often more critical than price when ad agencies are selecting a print partner.”
Registration for this no-charge webinar is available at this special Web page:
https://members.whattheythink.com/home/webinarregistrationform.cfm
Don’t miss this unique industry event. Register today.
About WhatTheyThink.com
WhatTheyThink.com is the print and publishing industry’s leading online community. The company offers a mixture of free and subscription-based content for industry executives. Additionally, WhatTheyThink.com provides a robust content syndication program serving related web sites.
About Frank Romano
Frank Romano is Professor Emeritus, School of Print Media, Rochester Institute of Technology. He continues to teach courses at RIT and other universities and works with students on unique research projects.
Romano’s career has spanned 44 years in the printing and publishing industries. Many know him best as the editor of the International Paper Pocket Pal, or have read one of the hundreds of articles he has written for publications from North America to Europe to the Middle East, Asia and Australia. He has also consulted for major corporations, publishers, governments and other users of digital printing and publishing technology.
The author of the majority of the books that have been written on digital printing, Romano is the author of 44 books, including the 10,000-term Encyclopedia of Graphic Communications (with Richard Romano), the standard reference in the field. His books on QuarkXPress, InDesign and PDF workflow were among the first on those topics.
Romano has founded eight publications, serving as publisher or editor, including TypeWorld, then Electronic Publishing, Computer Artist, Color Publishing, The Typographer, EP&P, and both the NCPA and PrintRIT Journals. His columns appeared monthly in the Digital Printing Report since 1993.