A Second Helping of Thanksgiving

December 2, 2013

By Doug Traxler, Chief Development Officer and Executive Vice President, Sales and Marketing

I am fresh from a long Thanksgiving weekend spent with family and friends, and hope that you also enjoyed time with people you care about. The WebbMason team continues to give thanks this morning. I am not just referring to the leftover turkey sandwiches many of us packed for lunch today. We are starting the new week with some great news: WebbMason once again topped the charts of Print Solutions magazine’s annual Leading Distributors issue in several categories based on 2012 revenue. Print Solutions is published by the Print Services and Distribution Association (PSDA), an industry group whose members comprise a broad network of supply chain partners representing approximately 1,000 companies with more than $5 billion in combined annual sales. In other words, PSDA represents the best of the best in the commercial printing and marketing services industry.

WebbMason placed first in the Commercial Printing category and is the second largest distributor across all categories. WebbMason also finished among the Top 10 in the Marketing and Creative Services and Technology Services categories. You can access the 2013 Leading Distributors issue of Print Solutions here.

Among all PSDA members nationwide, WebbMason is the:

– #1 Seller of Commercial Printing
Print Solutions Aug 13 cover

– #2 Distributor across all categories

– #2 Seller of Direct Mail

– #2 Seller of Labels and Tags

– #2 Seller of Promotional Products

– #2 Seller of Traditional Products

– #5 Seller of Marketing and Creative Services

– #9 Seller of Technology Services

WebbMason is proud to once again secure sales leadership positions in every applicable category. Given the number and quality of fellow PSDA members considered for the annual survey, WebbMason’s performance is a significant accomplishment. Our success is the result of hard work from every member of the WebbMason team; clients who truly partner with us; and our commitment to innovation in services, products and technology.

WebbMason’s investments over the past several years succeeded in transforming the company into a complete marketing services and technology provider. Interactive services and our marketing management software – MarketingBench – are WebbMason’s fastest growing offerings. Adoption by traditional print and promo clients has been terrific. We are their comprehensive, multichannel marketing resource. And interactive services such as web design and development have been a major point of entry for new clients.

In closing, if you are a WebbMason client, thank you for your business; if you are a colleague, thank you for your contributions; if you are a partner, thank you for helping us become the top distributor in the country. And thanks to everyone for reading.


Year-Long Communication Prevents End-Of-Year Disappointment.

December 3, 2010

If you are desperately trying to meet end-of-year goals with a push in holiday marketing, it is likely already too late. There is a good chance that somewhere in your company, someone is forcing out incalculable amounts of pre-fabricated emails, postcards, catalogs, or coupons. It seems like a logical idea: saturate your existing client base (and anyone within range) with your seasonal products. The problem lies in the fact that every other company is doing the same thing.

It’s the first week of December. Halloween decorations morphed into wreaths and trees several weeks back. At this point, your holiday marketing strategies should already be in full swing. The only thing left is that last Q4 push into target revenues. The last thing you want to be doing right now is bombarding your potential customers with things that are only going to be thrown away. It is called ‘junk mail’ for a reason.

As Rhonda Wunderlin pointed out in an article last Christmas, “It just really surprised me however that I haven’t heard from some of these companies in months…I wonder why aren’t they sending me something relevant? Why aren’t they communicating with me more frequently?”

If you are not communicating consistently with your clients, customers, or local residents, any half-hearted attempt this late in the game will come across as desperate or disingenuous. Social media has resolved this issue somewhat. Through applications like Facebook and Twitter, companies can appear more personable with their customers, and people are less likely to feel assaulted when flyers turn up in mailboxes, online or otherwise.

Instead, if you have maintained a constant presence with your customer base, they will welcome modest end-of-year mailings. Not only will you have avoided irritating potential future customers, you will have saved time and effort.

Founded in 1989, WebbMason is one of the fastest-growing print and brand management service companies in the United States, helping marketing departments and their internal and external partners save money and streamline processes through a winning combination of industry expertise, exceptional print supply chain partners and technological innovation. Headquartered in Hunt Valley, Maryland, WebbMason has 20 sales offices throughout the United States.

Consider Your Direct Mail Options

April 16, 2010

You’ve got a direct-mail campaign brewing. You know what you want to say and to whom you’re speaking. You’ve even got a rough design concept. Now it’s time to get specific.

Typical junkmail.
Image via Wikipedia


Planning is essential because higher prices are likely, driven by increases in mill energy costs and raw materials, as well as international political unrest and a spate of recent natural disasters affecting the supply and cost of paper.

Let’s consider some of the various choices you have in direct mail production and creative that not only will help reduce costs but also help make an impact on your prospects and customers.

  1. Maximum usage. Your printer is going to decide the best way to lay out your project on the press sheet, but it’s up to you to ask if there’s space to run an ad-ditional printed piece that will maximize use of the entire press sheet. For example, see if you get such extra pieces as bookmarks or notepads for further marketing efforts.
  2. The value of stock. Paper selection is a major decision in delivering your creative message. Is there a look to the campaign that can be conveyed through the choice of stock, such as an earthy environmental stock or jazzy high-tech metallic paper? Do you know what finish you want your paper to have—glossy, matte or uncoated? Are there textured paper choices you want to review? You’ll also want to consider the weight of the paper, thickness and brightness. Different grades of paper have varying whiteness and brightness. The higher the grade, the more expensive the paper, of course, but that extra zing could be worth the expense. Remember, If you’re feeling overwhelmed—and there’s much to consider here—keep in mind that your printer has many paper samples to share, as well as a selection of house stocks that are more cost-effective.
  3. Flash ‘n’ dash. “Effects” added during the printing process could help to mimic such paper stock attributes as flecks, or either a glossy or dull appearance created with varnish. Effects can add character to your project, so consider your options. For ex-ample, you might think about tinting the paper instead of using colored stock.
  4. Work with your vendor. Paper swatch samples will help you narrow your selection, but you may want to see a mock-up of your final project using the paper you’ve selected. Many paper vendors offer samples that are cut to size and folded to demonstrate how your final piece will look. For instance, if you’ve designed an 11-by-17-inch self-mailer folded down to 5½-by-8½-inches in a specific stock, find out if your print provider can mock up your piece. That will help you get the feel of how the finished piece will actually look.
  5. The power of ink. There are lots of ink choices, including fluorescent, four-color process, Pantone Matching System (PMS), metallic and digital toner. The final ink appearance will differ depending on the stock you use.


Some printers provide “draw downs” to give you an idea of how the ink will look on the stock. Keep in mind that the more ink colors you use in a print project, the more expensive your project becomes; but there are tricks to keeping costs down.

Consider using one ink color along with varying percentages of that color. For example, PMS 300 is a deep royal blue color. If you use the 100% version of PMS 300 on one part of your marketing piece, and a 20% shade of the same color elsewhere on the item, it would result in a royal blue and a light blue color—two “colors” for the price of one.

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