Tuesday, August 23, 2005
Profits and Personalization
The inflation adjustment in the release seems clumsy. Why adjust at all and instead use current dollars? GDP growth was 6.5% for the first half of 2005. The PIA survey says print growth was 3.7%. Despite the assertion that the industry is catching up with the economy, it's clear that there's a big difference between 6.5 and 3.7. I still have a preference for using the CPI to adjust prices, but this week's WTT column that will appear this Friday (8/26) touches on the matter. I wrote the column early last week (sometimes I can do that; other times I press the deadline and make the WTT folks sweat; nah, not really, I've been really good about beating deadlines). After the PIA release the upcoming column seems all the more applicable.
Got a personalized piece in the mail today. It was for a trade event, and they had a picture of my potential show badge on the front, and it reminded me to log in and get my badge by registering and planning my trip. This continues a multi-year track record of getting personalized mail that is incorrect. I still have yet to receive an accurate personalized piece that is not a statement or an invoice. In this case, all of my personal information was correct, but I had registered for the event almost four months ago, and I already have my badge. Otherwise, it was a good-looking, well-designed piece, simple and to the point. Would it have been cheaper to miss the target with a static piece? I've asked this question of 1:1 proponents many times, and they continue to shrug their shoulders.
On another matter, Kodak has closed Creo's plate plant. This was no surprise at all. The plant served its purpose: it helped make Creo more attractive as an acquisition target. It served its purpose well.