The evolution and a vision on the developments in mobile communications and the way economy will be influenced as well as our way of living.







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Saving the Yellow Pages

Chris Smith wrote for Search Engine Land " What Could Save the Yellow Pages? 10 Ideas ". From his article he has the opinion, in spite of the usage decline of printed Yelow Pages (YP) and that well known companies like Idearc and R.H. Donnelley are facing great difficulties, the Yellow Pages companies can survive. I take his ideas numbers 2 and 4, to reduce environmental impact and improve Public Relations, to comment a bit more. To reduce environmental impact by reduction on the number of books distributed is a false question and it is a myth I would like to reformulate. What is important for YP industry is to optimize the distribution of books, ideally distributing to those that really use the books or have potential to use them. If there are areas or households that have potential to use the printed directories, probably boomers and matures will have more propensity to use the print then youngers (1), YP should delivey to these potential users/buyers and on the contrary th...
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Inovation, a way to fight the crisis

An interesting model to increase employee´s awareness and to push for their ideas and creativity, is the scheme implemented by Holmen and reported in the last Holmen Report. Any employee can submit an idea and Holmen Paper receive more then 170 suggestions per year. The suggestions are scrutinized by management with the Unions involvement. For the suggestions that are considered useful, there is a reward in the compensation, which is calculated by the difference between investment and first year profit. This means for Holmen a one year payback of the investment and for the employee a bonus in his compensation. This is a “win-win” relation, keeps motivation high and creates a climate of transparency.
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Trends in printing, Print 2.0 generation

We see a trend in printing technology to use also the electronic media support. For most of the conventional media, printing technology continues to be offset lithography. Digital printing was considered has having less quality then offset. This is not an issue anymore. From print buyer´s perception, only 25% consider it as unacceptable. In fact, most of the print jobs can be done with new digital technology equipment with an offset quality, except in a few cases. There are new tools like System Brunner´s Proof Check (1) that can measure color and adjust parameters quickly. What can increase quality perception of a printed job is more the finishing options available, like “UV coating, foil stamping, embossing or die cutting on the front or the cover”. (2) Actually the unit cost of digital printing is still higher then offset technology, but for short runs the digital printing is a better solution, mainly due to the high cost of make-ready for the offset. We can estimate the “breakeaven...
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