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“The Web has created a vehicle for delivering personalized content that is impacting print,” says Doug Johnston of the Print On Demand Initiative (PODi). “It’s raising the bar of expectation in print.”
For example, a retailer can track what a customer is looking at and combine that knowledge with address information to make a targeted mailing, such as a brochure with the exact model, color and accessorized car a customer was ogling online.
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Melissa Sepos
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