HP Color Inkjet Web Presses drive innovative ads for Hearst Magazines
"HP allows us to offer another level of personal engagement. It places a new premium on the value of print advertising."
— Michael Clinton President, Marketing Publishing Director Hearst Magazines
CHALLENGE
Hearst Magazines needed a high-volume, personalized marketing tool that could integrate online content into print advertisements to create more effective and measurable marketing campaigns.
SOLUTION
Hearst Magazines engaged Strategic Content Imaging (SCI) and O'Neil Data Systems (ODS) to print 300,000 full-color, variable data magazine advertisements for Popular Mechanics, using the HP T300 and HP T350 Color Inkjet Web Presses, as well as Utopia Inkjet paper from Appleton Coated.
RESULTS
ODS printed more than 4.8 million localized pages as eight-page inserts to be bound in the November 2011 issue of Popular Mechanics.
SCI printed 300,000 personalized onserts.
The economics, reliability, and productivity of HP Inkjet Web Presses showed advertisers that large-scale personalized ad campaigns could be cost-effective.
Readers responded positively to the campaign. Cierant recorded a response rate of more than 4%, with 39% of site visits from mobile platforms.
