Printer Talk

Landis points out that database management has become an important service offered by printers in recent years. He suggests looking closely at the files of requesters who haven’t ordered. “How long do you keep mailing before you give up?” he asks.

Dave Blais, senior vice president of sales and administration at Quad/Graphics, says analysis of catalog lists also is critical, noting that you should “look at your database through some different lenses and different points of view to see who’s really in that database.”