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首页> 外文会议>International Conference on Digital Production Printing and Industrial Applications DPP2005: Final Program and Proceedings >Becoming More Local - The Challenge to Newspaper Publishers
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Becoming More Local - The Challenge to Newspaper Publishers

机译：成为更多本地人-报纸出版商面临的挑战

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摘要

Newspapers aren't the only industry to see a growing shift from the mass to the micro market. Today newspaper publishers face the challenge of becoming more local to reverse the decline in circulation and fall in advertising revenues. But how can Publishers print shorter runs on offset machines designed for maximum efficiency at high volumes? Digital production technology is becoming increasingly relevant to publishers in search of a solution to this dilemma. In recent years, many industries have tackled the challenge of switching their marketing strategies from the traditional mass-market approach to one which is more tuned to serving a segmented market. Thereby presenting their products in a more context relevant and meaningful way to their consumers. This trend of recent decades is driven by consumer desire for greater individualisation in an increasingly impersonnel world. Underpinned by growing audience fragmentation, and market segmentation. Many industries have responded by developing strategies to get closer to their consumer segments within their markets. This in turn has been one of the main catalysts in the development of digital technologies such as digital production printing.
机译：报纸并不是唯一一个从大众市场向微型市场转变的行业。如今，报纸出版商面临着变得更加本地化以扭转发行量下降和广告收入下降的挑战。但是，出版商如何才能在专为实现最高效率而大批量生产的胶印机上打印较短的印刷量？为了解决这一难题，数字生产技术与出版商的关系越来越密切。近年来，许多行业已经解决了将其营销策略从传统的大众市场方式转换为更适合于细分市场的挑战。从而以更相关的上下文和有意义的方式向他们的消费者展示他们的产品。最近几十年的这种趋势是由消费者在日益无用的世界中寻求更大个性化的愿望所驱动的。越来越多的受众分散化和市场细分化为基础。许多行业已通过制定策略来与市场中的消费者细分市场相呼应。这反过来又成为数字技术（例如数字产品印刷）发展的主要催化剂之一。

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