Last week the Columbia Daily Tribune Missouri published an article about Kelly Press Inc., a 78 year old commercial printing company that recognized that their print business was changing. Kelly Press responded by both investing in updated printing equipment Kodak Nexpress 2100 and by diversifying well beyond print. It is a great tale that clearly illustrates the message that analysts from InfoTrends and NAPL have been shouting from the rooftops – the need for printers to transform themselves into “Marketing Services Providers.”
Lost in the dialogue about Marketing Services Providers MSPs is the transition from general commercial print to specialization, from ad hoc jobs to programs. While Kelly Press is a transformation success story, I wouldn’t call them an MSP- rather they became a specialized publisher, developed focused services for specific verticals radio stations, college sports, etc. and even purchased the rights to the Mid-America Intercollegiate Athletics Association for a period of time. Their diversification of services and focus on specific verticals has helped to drive print … and more specifically digital print.
via The Digital Nirvana » Blog Archive » A Transformation Success Story.
