From the show floor of PRINT 09, we post you this interesting film-

Xerox DirectMail on the “Prepress for Digital Printing” Book and retro FlightCheck; a video:

http://www.youtube.com/watch?v=wkj70fyy-CI

Transcript:
How many of you remember this one? Why fight it, preflight it! With FlightCheck. Now this is an old one, going a little bit retro here. I don’t know from when this was exactly, probably about 1999 and maybe even earlier, like 97, or 1996 But anyway that brings us to the next subject of today which is a little letter I got a nice direct mail piece, nice to see that. Not only was it a direct mail piece it was personalized and it came from no other than Xerox.

BREAKING- since this video was made, FlightCheck 6.5 with QuarkXPress 8 and CS4 or Adobe InDesign, Illustrator, Acrobat and thus PDF support is now shipping! Save one hundred when purchasing here!

The future is short-run printing; Gareth Ward

Gareth Ward, Editorial Director of The Print Business reports:

“The recession and the possibilities of developing technology are combining to drive print runs lower and lower. It is a trend that has been underway for many years. This how sales of he Radio Times have fallen the last 30 years for example, but with marketing departments looking to save money and to buy effectively, it has taken on more urgency and gained a lethally sharp edge. No sector of the industry is immune. From direct mail to magazines and newspapers, print runs are tumbling. A new book today may have an initial print run of the like not seen since Gutenberg’s day.
Article continues here (The Print Business).

Source: http://www.fcm-ezines.com/tpb/tpb-may09/

We once had the honor, oh I guess it was drupa 2000, to have Gareth stay with us on a Rhine river boat we hired. Basically, when Gareth speaks, the print industry generally listens and his editorial piece here seems to be spot on.

Shorter print-runs does not have to mean less profit and even could offer more opportunity by offering better quality (nudge, nudge; preflight!), coupled with more services. A print document is only one form of the content used in that file.