Printer Talk

Printers like Quad have the ability to customize any number of pages on a single copy level, Blais notes. Catalogers can create special sections for customers based on their buying history. “If you put that into a mass catalog,” he says, “you have the best of both worlds.”

Business-to-business catalogers were the early adopters of customization, Blais notes, because they could track purchases, such as a piece of office equipment, and anticipate that the client would need supplies for the equipment from subsequent catalogs. “But I’m seeing consumer marketers are also definitely heading in this,” he says.