September 30, 2013
by Alexander Penfold
Comments Off on What is your ROI on Customer?

What is your ROI on Customer?

by Don Peppers

When you plan a new marketing or service initiative you probably have to justify it by doing a business case, showing the return on investment you expect it to generate for your company. And ROI is simple to understand: Suppose you’ve invested in a stock worth $100. During the year it pays a dividend of $5, and by the end of the year its value climbs to $110, so your return on that stock investment for the year is 15%. Easy peasy.

But ROI isn’t always the right metric for evaluating marketing, sales, and service initiatives, because for many such initiatives the primary constraint isn’t the availability of money, per se, but the availability of customers.

Like labor and capital, you should think of customers as a scarce productive resource. Customers are almost always scarcer than money, because money is “stretchable” – the higher your prospective ROI, the easier it will be to find the money to make it happen. If you don’t have the funds to launch the initiative, you can borrow what you need from a bank, or from your shareholders, or from your rich uncle.

But there’s no secondary market for customers. You can’t go to a bank, borrow some customers to create value for your business, then return them to the bank with interest. No, the number of customers and prospective customers you have is a finite number. You might have a lot of them, but you can still count them one at a time. Most entrepreneurs will tell you that a good idea can raise capital reasonably quickly. But the real test of a new business is whether it can attract – and keep – customers.

So rather than calculating the return on investment when you’re evaluating a sales, marketing or service initiative, it might make more sense to ask what return you’re getting on the customers that are involved in the initiative.

Return on investment (ROI) answers the question “How much value can I create per dollar?”
Return on Customer (ROC) answers the question “How much value can I create per customer?”

And how would you calculate your Return on Customer?

Very simple: If you have a customer who has a lifetime value (LTV) of $100, and during the year you make a $5 profit on that customer, while your analytics model shows that by the end of the year you’ve raised the customer’s LTV to $110, then your Return on Customer that year for that customer was 15%. Again, easy peasy.

As with ROI, the ROC you earn on a marketing initiative must always be greater than your company’s cost of capital. If it isn’t, then it makes no sense to invest funds in the initiative, since your shareholders won’t be any better off, right?

There is a caveat to all this, however, and it has to do with customer lifetime value. The most academically precise definition of a customer’s lifetime value is the net present value of future cash flows attributable to a customer. But no one can truly know what the future holds, of course, so the best we can do is to dissect the patterns shown in previous customer activities to infer what customers will do in the future, given the patterns they now show. It’s never going to be exact, but in data-rich environments with large statistical populations (such as telecom, retail, and financial services), companies can get pretty good at approximating this “ideal” customer lifetime value metric.

Or, a business can use a proxy variable – some other metric that has been found to mirror LTV or to approximate, at least, a realistic view of the likely future cash flows of customers.

The point is, if you aren’t at least taking a stab at trying to understand the actual economic value of your customers, individually, then you can never evaluate your company’s marketing, sales, and service initiatives based on their true value to your shareholders.

At a minimum, you should be trying to correlate survey-based customer experience metrics (such as CSAT or NPS) with subsequent customer behaviors, so that you can use the quality of your customer experience as a proxy variable for changes (up or down) in customer lifetime values.

And remember: Because you only have a finite number of customers and prospective customers, every time you fail to maximize the value any particular customer creates, this represents a permanent, irreplaceable loss to your business. Yes, you might be able to find another customer to replace a dissatisfied customer, but if you hadn’t flubbed the first customer’s experience, you’d now have two customers, wouldn’t you?

So don’t settle for ROI analysis. Always ask what your ROC is

September 25, 2013
by Alexander Penfold
Comments Off on Digital Marketing? Bridging the Skills Gap

Digital Marketing? Bridging the Skills Gap

Digital Marketing

Marketers plagued by lack of confidence in digital skills, claims study

Digital marketing: US professionals voice concern about their lack of skills Digital marketing: US professionals voice concern about their lack of skills
Fewer than half (48%) of US marketers have faith in their digital marketing skills, with 61% taking a “trial and error” approach to digital, according to research from Adobe.

More worryingly, only 40% of marketers think that their marketing is effective and just 18% have formal digital training, with the remainder learn on the job.

Adobe’s ‘Digital Distress: What Keeps Marketers Up at Night’ report featured 1,000 US-based marketing professionals who were interviewed about their attitudes to digital marketing. Only 9% of those quizzed strongly agreed with the statement that they “know their digital marketing is working”. And yet, a majority (60%) of marketers think that businesses cannot succeed unless they embrace digital marketing.

Ann Lewnes, Adobe’s chief marketing officer, said: “Marketers are facing a dilemma – they aren’t sure what’s working, they’re feeling underequipped to meet the challenges of digital, and they’re having a tough time keeping up with the pace of change in the industry. What’s worse, no one hands you a playbook on how to make it all work.

“But the opportunity for marketers is too great to let uncertainty slow them down. Marketers who are bold in their digital marketing efforts and investments, who are taking smart risks, and who are training their teams to be more ‘digital ready’ will be in a great position to capitalize on digital’s full promise.”

The concern has to be that still only 9% of those quizzed could strongly agree that they ‘know their digital marketing is working’. Time and time again we see clients who are either currently investing or wanting to invest more heavily across digital but lack the fundamental understanding and skills to know what role digital can play within their business to help contribute towards meeting business goals.

If you don’t know what it’s going to do how can you monitor whether it’s been a success?

But it’s an easy hurdle to overcome.

Learning how to make the right upfront strategic decisions and knowing what ‘good looks like’ is the major challenge and opportunity for the modern marketer. The benefit of such understanding is fundamental to business success. Crack that and not only will the percentage of those with faith in their digital marketing skills continue to rise but so will the percentage of those who can confidently say that their digital marketing is working. That’s got to be positive for everyone, right?

Sometimes working with partners who can provide further insight into E and multichannel campaigns can support their Marketing efforts. Personalization is just one aspect of digital messaging or targeted campaign process and organization’s like JFmoore can help you build your next successful campaign.

Our advice to clients is quite simply to continue to trial and to continue to make errors but within a framework of understanding of the role that digital plays within the business to help achieve business goals. Understand that and only then can measures be put in place that indicate whether digital is working…or not.

September 19, 2013
by Alexander Penfold
Comments Off on J.F. Moore leads in achieving G7 Certification at Technical Conference in Toronto.

J.F. Moore leads in achieving G7 Certification at Technical Conference in Toronto.

Press Release

David Hill, X-Rite Pantone, G7 Certification

The International Printers Network (IPN) held their annual technical meeting in Toronto September 6-8. It is the first time the event was ever held in Canada. With 40 delegates from Europe, Asia and North America, guests arrived Thursday for a reception hosted by J.F. Moore and Xerox. The two day agenda included a live interactive G7 certification process at the host Printers. The seminar brought together three supporting organizations Fuji Canada, Heidelberg, and X-Rite Pantone. These companies currently support J.F. Moore in their Colour Management Continuum™ (CMC). Through an interactive workshop the meeting engaged all four G7 Certified Experts to get a better understanding of the G7 Gracol standard for managing and perfecting colour and brand standards guidelines. Less than 1%, of the world’s pre-media facilities are G7 certified. “We are very proud of our achievements at J.F. Moore. We recognized the global importance of using benchmarked standards for Quality Control.” said Dean Baxendale, President of J.F. Moore Communications.

IPN members work together and support international businesses through benchmarked processes for managing time sensitive and brand specific document distribution and print requirements. The group meets three times a year and convenes at various areas around the world. One of their annual meetings is specifically targeted as a technical meeting where pre-media staff and operations managers from member companies review case studies, best practices and emerging technologies. Other agenda items included MIS Workflow and Process Automation synthesis. Canadian MIS Company, Avanti presented to the group bringing clarity to MIS Integration through workflow automation software.  J.F. Moore demonstrated a specific case study, on End to End process automation and MIS integration to manage all administrative touch points from estimate to invoice.  A similar process has since been adopted by Xerox in the XMPie U-Store 7.3 release.

The content and presentations by the suppliers were well received by the participants. This high level pier group interaction challenged all of the vendors, who were impressed with the knowledge and engagement level of this unique gathering of technical experts. In his thank you address to host company J.F. Moore, Alex Zlatic, Vice President Sales – Americas, X-Rite Pantone. Summarized by saying, “It is not often I have the pleasure of meeting such an illustrious group of professionals representing companies so well focused…”

Participating sponsors included Avanti MIS, GMC, Fuji Canada, GMC Software, Heidelberg, X-Rite Pantone, Xerox and XMPie.

For more information on the IPN in Canada or you have an interest in joining, please contact Dean Baxendale, of J.F. Moore at 416-940-2251. Go to

About IPN: IPN is an organization comprised of Print Communications visionaries dedicated to building long-term strategic alliances amongst all members. This group of global friends has built the world’s only international print communications group dedicated to the pursuit of knowledge through the exchange of information. Members meet two to three times a year, to exchange their experiences, techniques, systems and business processes to ensure that each member can deliver leading edge global document management solutions. In the past decade, meetings have been held in Amsterdam, Tokyo, Heidelberg, London, Washington DC, Cape Town, Melbourne, Dubai, Jerusalem, Shanghai and Shenzhen. This pursuit of a global understanding of business practices, equips members of the IPN with the knowledge to “think global and apply local” as they bring this international experience back to their customers, which in turn allows them to compete any where in the world.

About J.F. Moore: J.F. Moore is a Marketing Print Services Provider that delivers print and digital media services through an integrated production platform. With powerful marketing, design and print service solutions, digital imaging, color management and pre-media capabilities, J.F. Moore provides complete brand stewardship. By streamlining our client’s Marketing messages and promotional campaigns through one digital and print portal we deliver unparalleled results.

August 23, 2013
by Alexander Penfold
Comments Off on jfmoore Communications Sponsors Jose Bautista Celebrity Golf Classic

jfmoore Communications Sponsors Jose Bautista Celebrity Golf Classic

Inaugural Jose Bautista Celebrity Golf Classic to be held August 29th
Fans Invited to Join Jose at Eagles Nest Golf Course to Benefit the BFEF

Toronto, August 21, 2013

jfmoore Communications is honoured to be associated with the Inaugural Jose Bautista Celebrity Golf Classic. jfmoore will be managing the design, publishing and print services for the event. Over the years the jfmoore Foundation and our employees have demonstrated an ongoing commitment to making a difference in our community through our continued support and strategic partnerships with; Right to Play, The Joe Carter Classic to benefit The Children’s Aid Foundation, Toronto Sick Kids Hospital, Jays Care Foundation. Dean Baxendale, President & CEO, stated; “We are thrilled to add the Bautista Family Education Fund to those extraordinary organizations jfmoore has had privilege to work with.”

More about the Event

Toronto, ON (The inaugural Jose Bautista Celebrity Golf Classic will bring some of the biggest names in Canada together in support of the Bautista Family Education Fund. The event will be held at the Eagles Nest Golf Course in Maple, Ontario on August 29, 2013.

“I am very excited to hold my first charity golf tournament to benefit the Bautista Family Education Fund. I am grateful for the support from my fans, teammates, celebrities, and the corporate community, and look forward to holding this event in Canada for years to come.”

Standard ticket packages include golf with a cart for four players, all inclusive food and beverage for the day, brunch, dinner at the awards gala, a gift bag, as well as on course contests, prizing, and access to live and silent auctions. Additional ticket options include the ability to guarantee a celebrity in the foursome. Twosome and foursome packages are also available.

“We are thrilled to announce Jose’s inaugural event to benefit the Bautista Family Education Fund,” said Fernando Isa, board member of the BFEF. “The money raised from this event will go to a truly worthy cause, to help individuals accomplish their dreams just as Jose was able to.”

Edwin Encarnacion, Jose Reyes, Brett Lawrie and J.P. Arencibia are all scheduled to attend the event, along with Blue Jays legends and stars across the sports and entertainment world.
The Bautista Family Education Fund, established in 2011, is dedicated to raising awareness and aiding young amateur athletes by providing access to higher education to help them succeed both on and off the field. While initially focused in the Dominican Republic, in 2012, the Bautista Family Education Fund extended its reach to include Jose’s new home of Canada, and recently began assisting its first Canadian athlete. The BFEF will expand its mission beyond baseball to provide support for athletes in a variety of sports played at the University level.

A portion of the proceeds from the event will go to the Jays Care Foundation.
For more information, VIP ticket packages, tickets, or sponsorship opportunities, please contact Jonathan Lampert at Radegen Sports Management: (866) 894-8392. To purchase golf packages online, please visit:

About the Bautista Family Education Fund

The Bautista Family Education Fund is dedicated to raising awareness and aiding young amateur athletes by providing access to higher education to help them succeed both on and off the field. Beneficiaries of the BFEF receive support in a variety of ways; including mentorship in all facets of transitioning to life as a collegiate athlete, as well as subsidies for certain education related expenses including room and board and meals. The BFEF emphasizes academic achievements along with athletics to allow candidates to reach their full potential off the field, and maximize.

About Radegen Sports Management

Radegen Sports Management is a full service sports marketing and event management firm specializing in the representation of high profile athletes, managers and sports personalities such as David Ortiz, Jose Bautista, Yasiel Puig, and Brad Richards. The New York-based team at Radegen has over 25 years of experience in the industry and maintains strong relationships with the world’s leading sports marketing and broadcasting executives, advertising agencies as well as league and team officials

About J.F. Moore

JFM is a Marketing, Direct Response and Print Services solutions provider. Delivering print and digital media services through an integrated systems and production platform. With powerful marketing, design and print service solutions, digital imaging, color management and pre-media capabilities, JFM provides complete brand stewardship by seamlessly integrating our client’s strategic, creative and communications requirements through our central hub with outstanding business results.

Part of this content appears on the Blue jays Website.

July 29, 2013
by Alexander Penfold
Comments Off on Print in a Digital World…Is Print Dead?

Print in a Digital World…Is Print Dead?

What’s next for print in an increasingly mobile world?
· By Mark Challinor

The following article by Mark highlights a recent Post and strategy that JFmoore has adopted and is bringing to many of our customers. If you think of JFM just for print you may not be taking full advantage of our suite of offerings that are in part, highlighted Mark’s article. Also see (CRMP) Customer Relationship Management Portal article.

The new world of media isn’t replacing the old one, but revolutionizing it by offering a new level of transparency, responsiveness, and efficiency.

Many of those reading this blog will also have read INMA’s Outlook 2013 report or will have heard INMA’s CEO, Earl Wilkinson, present the findings on the association’s recent webinar, which focuses on the print and digital ecology that is emerging across the globe and how the “mobile moment” will become the centre of our universe (if it’s not already) within the next three or four years.

It got me thinking, as a “print man” of more than 20 years who has now made the leap into the mobile media space: What will become of print? Is it dying? Is it still the cornerstone of our offerings (alongside tablets, mobile handsets, and online)?

For us at the Telegraph Media Group here in London, it is certainly the latter. I think I will be long gone before print disappears off our streets. But there is certainly a change of focus in how we package our platforms.

The print world we used to know is very different than that of today. New technologies — such as printed electronics, creative Web formats for advertising, and augmented reality — now seem to blur the lines between print and digital.

They take the print medium to new and exciting levels. And with this increasingly changing landscape, I can’t help but wonder what the next evolutionary step for this medium will be.

Traditional print now has to compete alongside a whole range of increasingly sophisticated and complex platforms and channels. At the same time, many overall marketing budgets have been reduced, and all spend is under the microscope.

“More bang for the buck” is the order of the day.

But ever since the start of the printing revolution (in the 15th century), print has proved to be an enduring medium, and “the death of print” has been constantly and grossly exaggerated.

Despite some decline of print, with many well-known publications taking their print magazines online (e.g. Newsweek), the return on investment for print is actually increasing for marketers the world over.

It is important to remember that, while the marketing landscape has been changing, so too have the marketers that live and work in it. Many have responded to change by moving away from the “blunderbuss” tactics of our past toward a more targeted, data-driven, and totally integrated approach.

This has enabled marketers to make print work much harder, while also integrating it with their digital efforts. And that’s where mobile fits in … and complements.

Oracle recently published information from a survey of 1,000 mobile consumers that suggests 70% of marketers currently use print to direct audiences to digital content. In addition, nearly half of marketers (46%) believe print is “vital” to driving interest in digital/mobile content and campaigns.

In this new age of information overload, print still has the power to cut through the clutter. But adding digital/mobile can attract many more eyeballs and offer an altogether more powerful proposition.

More than any other channel, print remains very successful at eliciting an emotional response at that first point of contact. (We saw this recently in the UK with some major stories, including exposes about members of Parliament expenses and the phone hacking scandals.)

From an ad perspective, think about those high-ticket purchases such as a car or house. These are major decisions for any consumer, and this is where a high-quality, informative print campaign can help to instill the confidence and peace of mind required for a customer to take the next step.

That next step, in many cases these days, means going online (increasingly from a mobile device) to do further research before buying decisions are cemented.

Oracle also says 48% of mobile users rely on their device to undertake comparisons and research before making purchase decisions. (And, for the record, it was twice as likely that people over 35 would do so.)

In addition, technologies such as augmented reality, QR codes, and mobile point of sale all have played a role in a more integrated approach to print marketing. And with things such as mobile commerce and mobile video approaching, one can only speculate as to the new revenues that await us — if we embrace them.

So the new world of media is certainly not replacing the old one; it is revolutionizing it by offering a new level of transparency, responsiveness, and efficiency. Together, all powerful!

Consequently, although print has drastically changed in recent years, it’s clear it is here to stay for the long term. Print will always be of high value, particularly as a really enduring medium — in a world where disposable media progressively seems to “en vogue.”

It is my opinion that print will become an increasingly used, highly strategic tool for many marketers who can easily integrate it with digital/mobile channels to bring both tangibility and credibility to their future campaigns.

But be sure, our future survival and ultimate prosperity rests on how we embrace mobile platforms as an integral part of the mix we offer.

It’s true our advertisers have been somewhat cautious thus far about fully embracing mobile as a main channel. But that is now changing. As better, richer, more creative ad formats become available — and as better analytics and more case studies come on stream — we will see the true multi-media organisations shape themselves.

Adapt or not — at your peril.

Our watchwords must be “print + digital.”

Embrace i

Read more:

June 20, 2013
by Alexander Penfold
Comments Off on Joe Carter Classic: Hits Another One, Out of the Park

Joe Carter Classic: Hits Another One, Out of the Park

Dean Baxendale with Cedric Ceballos

Dean Baxendale with Cedric Ceballos

June 18, 2013

The J.F. Moore Communications team is proud of our association with this truly unique tournament. The 2013 tournament will raise more than $300,000 for The Children’s Aid Foundation. J.F. Moore Communications is a founding sponsor of the event and over the past four years has helped the tournament brand, market and promote this unique celebrity event to some of Canada’s top Philanthropic individuals and companies.

The 2013 event had sold out in early May. “We are proud of our association with this truly unique charitable event and all of the tournament committee members who work tirelessly to make it a success,” said Dean Baxendale, President of J.F. Moore Communications. The event is recognized as Canada’s premier celebrity charity golf tournament.

Blackberry has been a long time supporter of the Joe Carter Classic and the new BlackBerry 10’s were on display for the guests. “BlackBerry takes great pride in being part of a Canadian event that brings athletes and celebrities together to support the Children’s Aid Foundation. We are a company that has a long history of community building here in Canada. Sponsoring events like the Joe Carter Classic is another opportunity for us to give back in a tangible way,” said Andrew MacLeod, BlackBerry Managing Director for Canada.

Wayne Gretzky checking out the new BlackBerry 10

Wayne Gretzky checking out the new BlackBerry 10

For more information on how J.F. Moore can help manage your event, build your brand, increase your business or enhance donor contributions through effective Multi-Channel communications, contact us today. For sponsorship opportunities for the 2014 tournament go to

About J.F. Moore Communications:

J.F. Moore is a print and communications services company that delivers print and digital media services through an integrated Pre-media and production platform. With marketing, design and print service solutions, digital imaging, color management and pre-media capabilities, J.F. Moore provides complete brand stewardship through an integration of our clients creative and communications output. J.F. Moore is a partner in IPN Global.

March 22, 2013
by Alexander Penfold
Comments Off on Paper vs Electronic, PIA Wins battle with Google

Paper vs Electronic, PIA Wins battle with Google

In today’s world of faster and quicker is better, we have tended to accept the mantra by many  misguided  environmentalists that every thing electronic means little or no environmental impact or additional Greenhouse gases.  Our industry has a great history over the past 25 years of building sustainable business practices within our companies to ensure that we create a sustainable industry while continuing to reduce our carbon footprint.  J.F. Moore has been one of the leaders over that period and we continue to practice what we preach.

Michael Makin took Google to task and Won! Next time you thing promotion, think about using our One to One Marketing Platform which incorporates Data Analytics, Targeted Direct Mail, ON-line engagement and much more.


Written by PrintAction Staff

Tuesday, 19 March 2013

Michael Makin has declared victory over Google’s Go Paperless 2013 campaign after his letter to the Google executives has caused them to remove a misleading slogan of “Save money. Save time. Save trees.”

In Makin’s initial letter to Google, he described how the printing industry is at the forefront of sustainability efforts and that printing is the only medium with a one-time carbon footprint, whereas electronic devices require the mining and refining of numerous materials and non-renewable resources. “We all must do our part to respect the environment, but pitting one segment of the communications spectrum against another is not the right way to achieve this goal.”

Below is the newly released letter to the PIA membership about how it has changed the Google campaign:

Dear members,

It may have taken months, but I am pleased to report that as a result of the protest by Printing Industries of America—along with other groups such as Two Sides—Google has corrected its misleading claims made as part of its ill-conceived Paperless 2013 campaign. While the campaign to reduce office paper use will continue, its offensive tag line “Save money. Save time. Save trees” has been eliminated!

You may remember that in January this year, I sent an open letter to Google CEO Larry Page and Chairman Eric Schmidt, challenging Google on this offensive initiative. It appears our protest did not fall on deaf ears.

Misconceptions like these are common in our industry, and that is why Printing Industries of America has spent time and resources putting together The Value of Print campaign, a tool that can be used to dispel many misconceptions about our industry.

The Value of Print Flip-Book and its accompanying mobile app can be used to give responses to the common misconceptions about print, promote its effectiveness with statistics, discuss the importance of the printing industry and its large economic footprint, and refer to additional websites for more information.

I want to thank Messrs. Page and Schmidt for reconsidering the message of the Paperless 2013 campaign. This is just one more victory for our industry, but we can’t sit back now. I am encouraging everyone to view a copy of the Flip-Book by visiting and to help spread the true message about print. And don’t forget to download the app, available for Apple, Android, and Blackberry users.

Michael Makin, MBA
President and CEO

February 20, 2013
by Alexander Penfold
Comments Off on Joe Carter Classic Returns June 17-18 – JFM is a Supporting Sponsor

Joe Carter Classic Returns June 17-18 – JFM is a Supporting Sponsor

The Joe Carter Classic Celebrity Golf Tournament Returns to Toronto Joe Carter’s 4th annual event joins celebrity friends with avid golfers to raise funds benefiting the Children’s Aid Foundation.

TORONTO, ON – February 19, 2013 – On June 18, Major League All-Star and World Series champion, Joe Carter returns to Toronto once again to give back to the city and fans that supported him throughout his Blue Jays career. Now in its fourth year, the annual Joe Carter Classic celebrity golf tournament continues to support the education and development of Canadian youth through its funding for the Children’s Aid Foundation.

“We started out with very ambitious goals for our tournament, and I’m proud to say that we’ve surpassed our own expectations, having raised and pledged a combined $750,000 to benefit the Children’s Aid Foundation in just three years,” said Mr. Carter. “Through the Joe Carter Scholarship Fund and the Joe Carter Family Support Fund, we’re able to make a significant contribution to improving the lives and futures of those who need it most.”

“We are absolutely thrilled to once again partner with Joe Carter for the fourth year of this extraordinary event,” said Joe Canavan, Chairman and Interim CEO of the Children’s Aid Foundation. “The Joe Carter Classic has become one of Toronto’s most highly anticipated golf tournaments, bringing together celebrity guests and leaders from Toronto’s business and philanthropic communities to raise vital funds in support of Canada’s most vulnerable young people. We are incredibly grateful to Mr. Carter for his ongoing support and generosity, and to the many participants and sponsors of this fantastic event who give hope for a better life to the deserving children and youth served by the Children’s Aid Foundation.”

This year’s celebrity line-up will include new and returning celebrity golfers, such as hockey powerhouse Eric Lindros and fan-favourites the legendary Gordie Howe, and former Blue Jays Kelly Gruber and Dave Stewart – who played alongside Joe on the ‘92 and ’93, respectively, World Series Championship teams. “We’ll be making ongoing announcements leading up to the event to update fans on our 2013 celebrity roster,” said James Dodds, event co-chair. “It’s shaping up to be our most exciting year yet.”

The Joe Carter Classic begins at the Eagles Nest Golf Course in Maple, Ontario for a day of golf, dinner and a live auction, and ends with a VIP celebrity after party at the Shangri-La Hotel in downtown Toronto.

Presenting sponsors for the tournament are TD Bank Group, recently named the Official Bank of the Toronto Blue Jays, BlackBerry and Canada Goose. Supporting sponsors are SDI Marketing, Strellson, CIBC, Toronto Star, J.F. Moore Communications, Charlton Hobbs and Labatt.

For further event details, including updates on celebrities, visit us at, follow us on Twitter @JoeCarterGolf and “like” us on Facebook Joe Carter Classic Celebrity Golf Tournament.

About the Joe Carter Classic
The annual Joe Carter Classic charity golf tournament pairs avid golfers with top name celebrities from the worlds of sport and entertainment. Proceeds from the event go towards supporting the education and development of Canadian youth through the Joe Carter Scholarship Fund and the Joe Carter Family Support Fund. Since 2010, the Joe Carter Classic has raised and pledged a combined $750,000 to benefit the Children’s Aid Foundation. For more information, including sponsorship details, visit

About the Children’s Aid Foundation
One in every 25 children in Canada are at risk and need our help. Many suffer in poverty, while others have been victims of abuse and neglect. A staggering 76,000 of them live in foster homes or a residential facility. The mission of the Children’s Aid Foundation is to fund programs that give them skills and hope for a promising future. For more information, visit

For media inquiries, please contact:

Nancy Vye
TD Bank Group

February 7, 2013
by Alexander Penfold
Comments Off on J F Moore is part of the Flat World

It’s a Flat World After All

By Barbara Pellow
— In 1492, Columbus set sail with the Niña, Pinta and Santa Maria, and discovered that the world was, in fact, round. This past week, I had the opportunity to read Thomas L. Friedman’s bestseller, ” The World is Flat.” He looks at how technology is changing business dynamics on a global basis. The book describes how the interconnected world facilitated by information technology and trade liberalization that connects people around the globe even more closely. Friedman cites examples of how technology has enabled key business functions like call centers and income tax preparation to be outsourced to India and China. “Those that get caught in the past and resist change will be forced deeper into commoditization, notes Friedman. “Those who can create value through leadership, relationships, and creativity will transform the industry as well as strengthen relationships with their existing clients. Any activity where we can digitize and decompose the value chain and move the work around, will get moved around.”
The ten flatteners have converged creating a global playing field for multiple forms of collaboration.
Friedman identifies ten key forces that have flattened the world. These include:
1. The Berlin Wall coming down and IBM PCs and Windows coming up–opening the door for horizontal communication
2. The emergence of Netscape, which moved us from a PC platform to an Internet platform for communications. The ability to retrieve documents or Web pages stored on Internet Web sites and display them on any computer screen really captured the imagination
3. Workflow software that enabled seamless interoperability. A sales person could take an order in New York for a product being shipped from China. The sales department could be seamlessly connected to the supplier’s inventory department.
4. Open-sourcing: self organizing collaborative communities that make things available for free, from software to encyclopedias, that millions of people would have had to buy in order to use.
5. Y2K which caused America and India to establish stronger outsourcing relationships. The result was that any service, call center, business support operation or knowledge work that could be digitized could be sourced globally to the most efficient provider.
6. Off-shoring to produce the same product with cheaper labor and lower taxes in another country.
7. Global supply chain management for just-in-time inventory to reduce carrying costs
8. In-sourcing, or a whole new form of collaboration and horizontal value creation. The example Friedman uses is UPS. Many companies can’t afford a global supply chain management solution. Nike wants to spend its cash on designing better athletic shoes, not supply chains, so it has engineers from UPS come inside the company and analyze manufacturing, packaging and delivery processes and then redesign the global supply chain.
9. Universal access to information through tools like Google
10. Technology steroids, including more powerful laptops, wireless technology, Blackberry devices, and VoIP (Voice over Internet Protocol).
These ten flatteners are blended with three convergence concepts. First, the ten flatteners have converged creating a global playing field for multiple forms of collaboration. Secondly, executives are getting comfortable with horizontal collaboration to increase value. One of the better examples of horizontal collaboration was the relationship established between HP, Cisco and Nokia to develop a camera cell phone that beams digitized pictures to an HP printer. And finally, there are three billion people from China, India, Russia, Eastern Europe, Latin America and Central Asia who had been frozen out of the playing field and are now ready to plug and play.
In the world of business communications and print, it is clear that the ten flatteners and convergence factors are part of our everyday lives. Of equal interest is the way that business communications service providers have responded to the challenges of a global economy and are working on participation in the even bigger market opportunity.
One of the organizations that started well before Y2K, high speed Internet connections and wireless technology was the International Printers Network (IPN).
IPN members made an investment to build close working relationships to have the confidence and trust to offer a truly global service.
It was an idea born in the early 1990s and grew from an amalgamation of the European and American Print Advisory Councils that had been set up by Xerox. Xerox brought together a number of industry leaders so they could better understand commercial print and graphic arts customer needs. It didn’t take long before those taking part started to realize the full potential of the combined group. They decided to meet independently and form an organization that could utilize their combined knowledge, skills and production capability to offer a truly global service to their customers. In the summer of 1993, IPN was formed.
IPNs charter is simple. The organization is designed to provide unique service where clients have access to a worldwide solution for the distribution of their visual and printed communications using people that care and that are both local to where the business originates and where it is finally needed. According to IPN Chairman, Roger Gimbel, “The value of this structure is that major corporations have a single source for print solutions that can deliver globally. The local IPN member is responsible for the customer relationship, ranging from project initiation, management of the process, currency exchange, and coordination with other IPN members. The customer makes one call and can have materials simultaneously printed and delivered in any number of locations around the globe.”
Today, there are more than fifty member companies and one hundred and fifty locations worldwide. Members include firms like Alexander’s Print Advantage in Lindon, Utah; ABCO in Dallas Texas, CPI IT-IQ Global LTD in London, England; Shanghai Computer Printing Co. in Shanghai, China; Basingstoke Press in Hampshire, England; McKay Press in Midland, Michigan; Houston Datum Corporation, in Houston Texas; J. F. Moore Communications Ontario, Canada; Allkopi-Thrane in Hovik, Norway; Dupli-Print in Domont, France; and a host of other business communications service providers on every continent. The IPN organization meets two times a year. The members devoted time and made an investment to build close working relationships in order to have the confidence and trust to offer a truly global service. According Gimbel, “We do business together under the heading of global friends.”
IPN–Working for Its Members and Major Corporations
The tight affiliation between IPN members is working for both the member organization and, most importantly, global corporations. There are a number of examples of their successes in the market.
Guess, an international fashion company, needed an advertising brochure distributed across Asia and Europe. McKay Press, working with Guess’ advertising agency, Callanen Inc., electronically sent production files to IPN members C&C Printing (China) and Elanders (United Kingdom). 160,000 brochures were printed simultaneously in two continents and then drop-shipped to 64 distribution centers in more than 50 countries.
Inertia is starting to give way driven by customer demand.
The Dow Chemical Company required distribution of its Material Safety Data Sheets (MSDS). Required by law, MSDS documents contain life-saving data on proper handling techniques and safety precautions for volatile products. Document accuracy and timely receipt by end-users are of paramount importance. Dow contracted McKay Press to orchestrate a world-wide on-demand digital distribution system for its critical MSDS program. With assistance from IPN members Printerette (Amsterdam) and J F Moore Communications (Toronto), MSDS documents are stored digitally in multiple facilities, printed on demand and delivered to Dow customers around the world within 24 hours after a purchase order for a particular product has been received by Dow.
According to Dean Baxendale, President of J. F Moore Communications, “IPN has provided an opportunity to move to the world stage. It has also helped me learn from others. It has educated us on innovative ways to add value to print and migrate to information management versus simply ink and toner on paper. I have seen the depth and breadth of new solutions afforded by the Internet as well as developed a view of how much is left to be done. It has given me access to technology that I would not have had access to as a small business owner. IPN members are sharing technology, systems, people and processes. We can guarantee what gets delivered in Canada can be delivered consistently worldwide. Inertia is starting to give way driven by customer demand. In the last two years the IPN has gone from concept to reality. When customers look at the IPN model, it is perceived as a sound best practice to deliver print communications around the world.”
So it’s a Flat World After All
IPN has focused on the principles articulated by Friedman in The World is Flat. Technology is letting IPN members participate on a more level playing field. Suddenly, the business communications service provider that was serving a local market can have the same scale advantages that the “bigger guys” have. It is letting the IPN participants focus on delivering a higher level value proposition. Baxendale summed it up when he said, “In the future, we will no longer simply be measured on the quality of output. We will be measured by the quality of the outcome.”
“In the future, we will no longer simply be measured on the quality of output. We will be measured on the quality of the outcome.”
While all of these organizations offer commercial print services, fulfillment and distribution, creative design, personalization, on-line order entry and digital print to local markets, they are now also providing global dissemination of business communications for customers. IPN can blend this with translation services and offer all the benefits associated with improved supply chain management, including inventory containment, lower obsolescence costs, reduced warehousing, no shipping charges and simultaneous global reproduction and manufacturing. The combined entities can manage data and provide global personalized marketing campaigns. The end result in the “flat print” world is improved ROI for customers.
IPN was ahead of its time from a visionary perspective. They were what Friedman would categorize as strategic optimists and a new generation that saw where the market was headed, and they positioned their organizations to play globally. Friedman says the next generation needs to be one of strategic optimists. It needs to be a generation with more dreams than memories; a generation that wakes up each morning and not only imagines that things can be done better, but acts on that imagination.
The next generation needs to be one of strategic optimists.
May this generation and the next generation of business communications service providers understand that “The World is Flat” and act accordingly!

Barb Pellow is Managing Partner of Pellow and Partners, LLC. She can be reached at Pellow
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Barbara A. Pellow, Principal, Pellow and Partners
A digital printing and publishing pioneer and marketing expert, Barbara Pellow formed Pellow and Partners to help companies develop multi-media strategies that ride the information wave. Whether it is developing a strategy to launch a new product, building a strategic marketing plan or educating your sales force on how to deliver an effective value proposition, Pellow and Partners brings the knowledge and skills to help companies expand and grow business opportunity.
Before establishing her consulting practice, Pellow was the Chief Marketing Officer of Kodak’s Graphic Communications Group, where she was responsible for all marketing activities for the division, including business strategy, marketing communications, public relations, marketing intelligence and advertising strategy. Prior to joining Kodak, Pellow was the Gannett chair in integrated publishing sciences in Rochester Institute of Technology’s (RIT) School of Printing Management and Sciences (SPMS). As chair, Barb focused on the relationship between traditional paper-based media and emerging electronic new media. Previously, she served as Corporate Vice President of Marketing for IKON Office Solutions; Corporate Vice President of Marketing for Indigo; Vice President and General Manager for the Xerox Document Production Systems Group; and Director of the On Demand Printing and Publishing Service at CAP Ventures, an internationally known firm specializing in the digital document and print on demand industry
She is a frequent speaker at industry events and a recognized author.

January 30, 2013
by Alexander Penfold
Comments Off on NAPL: Has the U.S. industry stabilized?

NAPL: Has the U.S. industry stabilized?

NAPL: Has the U.S. industry stabilized?

EAST RUTHERFORD, NJ—The American commercial printing industry experienced a slight rise in sales and volume in the third quarter, says the January 2013 Printing Business Conditions newsletter from the NAPL.

The Printing Business Conditions results come from a NAPL survey conducted periodically as part of its State of the Industry Series reports.

Volume increased for over 35% of survey participants. However, NAPL’s summary advised that this isn’t necessarily noteworthy, as upticks of this nature typically drop off again. “After all is said and done, our industry’s fundamentals haven’t changed much,” reads the newsletter.

Total sales rose last quarter to around $78.2-billion (USD), up 0.5% from 2011’s $78.1-billion. For the top fifth of participants, sales rose an average 23.3%. Figures for the bottom fifth balance the scales, with sales for that group dropping almost 12%; over 45% of all participants reported sales were down through September. Pre-recession in 2007, sales were $98.3-billion, then dropped 14.6% in 2009.

While around 24% expect business to improve over the next six months, 20% expect business to decline. For comparison, over 36% reported optimism at the start of 2012 and only 10.4% were expecting declines.

Participants attributed the decline in confidence to fickle markets, lack of pricing power, and a stalled economy in the face of the “fiscal cliff” that dominated the country’s headlines at the start of the new year. As well, the newsletter said that in the aftermath of Hurricane Sandy, “The apparent disruptions to economic activity will add up.”

Moving into 2013, NAPL forecasts sales will grow anywhere from 1.5% to 2.5%, depending on how the economy holds up and whether or not the industry gets a hold on pricing.

Last year during a Toronto visit NAPL’s Andy Paparozzi said the industry “can’t just count on the economy to make things right,” and printers would have to get plans in order. “Recovery is coming, but it will heartlessly divide the prepared from the unprepared,” he said.

As for Canada, we are seeing similar trends with an uptick in demand in Q4 2012. While it is very difficult to determine if there is anything sustainable orders seem to be far more solid than Q4 2011.