Award winning MBA back
01/06/2010
Last month, MBA Group, the North London based multi-channel communication company, won a ‘Best-of-the-Best’ International Print Award. The award is for producing a fully digital version of PrintMedia Management magazine using their Xerox 980 colour continuous laser press.
The project was undertaken to make marketing, publishing and agency heads aware of the possibilities and capabilities to variable content publishing ahead of mediaPro 09, which is where MBA showcased the technology for the first time.
Graham Smith, Marketing Manager at MBA, is delighted with the award. “We wanted to use a vehicle that would demonstrate the benefits of variable content on large print runs, which is where our data team and the 980 really score”. MBA claim the publication is different from anything the market has seen before. Firstly, it’s fully digital, not a digital/litho combination. This opens opportunities for personalisation and variable content on every page. Secondly, it uses offline data – an existing subscriber database – not one that has been built or amended via a web page. So every reader gets variable content and personalisation, not just those that visited a website and completed an online form. Finally, it has both variable editorial and advertising throughout the publication. This ensures the content is relevant to the reader; more relevance means greater readership and response.
In conjunction with their variable content technology MBA will be showcasing their social media solutions at mediaPro 2010. Smith says “the internet has changed the media landscape, improving ROI for direct mail and cementing multi-channel campaigns. MBA’s clients benefit from our variable data print and internet services, but the next step is to use social media and help our clients build stronger relationships with their target audience.”
