Kodak Names Gustavo Oviedo as Managing Director for Graphic Communications Group’s INSEAN Region

In today’s increasingly digital world, Kodak has declared the printed page alive and well. Fierce competition for brand recognition and market share among consumer and business-to-business companies makes print an essential component for organizations looking to effectively market themselves and communicate their capabilities, an Eastman Kodak Company executive recently told a major graphic communications industry group.

Jeff Jacobson, Chief Operating Officer of Kodak’s Graphic Communications Group, and a Kodak vice president, delivered that message at the recent 2006 Web Offset Association 54th Annual Conference. He reinforced the inherent strengths of print, and cited proof points and campaigns that demonstrate the power of print as a medium for effective branding, lead generation and customer relationship management.

“There is no sign of anything, anywhere that could replace print and what it does. Like every market segment, the print industry is changing and evolving,” said Jacobson. “Print, a 500-year-old industry, remains as relevant and important as ever because of its longevity, adaptability, mobility and acceptability.”

Jacobson offered insights about ways printers can help customers produce more powerful communications materials, such as creating different versions of catalogs based on demographic criteria, or tailoring direct mail pieces to each recipient through variable data printing. He said that studies show a large majority of direct mail recipients prefer personalized communications.

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