Signature January/February 2015 - 34

NEED AN APP?
TRY YOUR PRINTER
Some progressive printers can provide everything from magazines to digital publications and app solutions, too. "Print is still
one of the most cost-efficient and targeted ways to reach your
desired audience," says O'Donley of Ovid Bell Press. "But digital
and print are not mutually exclusive, and the publisher does not
need to make a choice between the two. If used properly, they
support one another and offer mutual benefits."
In its recently published Global Entertainment and Media Outlook, international
consulting firm PricewaterhouseCoopers
states, "It's increasingly clear that consumers see no significant divide between
digital and traditional media. What they
want is more flexibility, freedom, and convenience in when and how they consume
their preferred content. "
Walsworth offers
Advanced printers are addressing this a free download,
media consumption sea change by of- "A Practical Guide
fering value-added marketing and pub- to a Successful
lishing services like creative design, in- App Launch."
tegrated marketing, and multi-platform
publishing.
One association communication trend gathering momentum
in multi-platform publishing for apps. As a leading developer of
Adobe-based apps worldwide, Walsworth's Andrew Shackelford
explains, "With an app, an association can publish its content on
a continuous basis. Instead of once a month, the association can
engage their members on a daily or weekly basis - whatever
fits their communication strategy."
While association publishing and communication departments appreciate real-time content updates and the immersive
and interactive potential of apps, marketing departments look
to apps to provide a captive audience and rich analytics. "Some
associations also use the app as an extension of their retention
marketing efforts," Shackelford says. "In addition to their magazine content, their app includes searchable member directories,
interactive job boards, and online communities."
Whether your app is an extension of your publication, your
marketing department, or both, consistent marketing of the app
is vital to member adoption and engagement. Print, digital, and
social media all play a role in helping members understand and
experience the app's value.

JANUARY/FEBRUARY 16

signature

an association publisher to see the printer's work environment. "Visit - a plant
tour and introduction to our staff can
help strengthen our partnership," he says.
"And tell us about your business. We are
interested."

"Take care of
business in a
timely manner."

Cash flow is the lifeblood of all printers
- more so for small printers. Don't let
your printer's invoice hang out in your
email or on your desk before sending it to
accounting for payment. And don't take
the 10-day discount when you actually
take 30 days or more.

"Understand
and select your
best proofing
option."

Some of the more experienced editors may
recall when film houses provided loose and
composite color as the only method for
ensuring the color fidelity of your work.
While these may still be available, there
are certainly more cost-effective proofing
options available. Your association printer
would like you to consider your goals when
selecting a proofing option.
If your industry has critical color requirements or your printed pieces must
match exactly what you see on your
monitor, ask your printer for color-correct,
hard-copy proofs to approve in advance

Table of Contents for the Digital Edition of Signature January/February 2015