Aug. 6, 2007—These days, it is difficult to be a printer and not offer value-added services. One service many firms see a future in is digital asset management (DAM)—storing, organizing, and managing a client's files and assets. It runs the gamut from simple to highly complex. Some shops simply store client files on a server, hosting them and nothing more. Others offer archiving, editing, and the retrieval of assets. Still others get more intricate, offering direct access, with various levels to restrict who can log in, and what changes can be made.

However, before DAM can be offered, it is important to define what, exactly, an asset is. In simplest terms, it is any electronic file. This includes text, photographs, layouts, and databases. Each has different requirements for storage and retrieval, complicating the process. Taking this challenge out of a client's hands and allowing them to focus on running their business can make you a valuable partner they will continue to work with for years to come.

Print Industries Market Information and Research Organization's (PRIMIR) "Benchmarking Non-Print Revenues of Printing Companies" study provides an overview of the non-print services printers currently offer, their implementation successes and failures, as well as the growth opportunities. According to Richards Research and Goldberg Associates, who conducted the study, "specific services in various industry segments, both today and in the future, will demonstrate that non-print services are not only already very real elements of the printing industry, but that they are becoming increasingly pervasive, and will be of significant importance to virtually all mainstream printers within the next five years."

The research confirmed that in 2005, approximately 8 percent of dollars generated in the print industry came from non-print services, such as photography, creative design, database management, digital asset management, archiving, mailing, fulfillment, logistics, and Web/Internet services; that translates to $12.6 billion. By 2010, non-print services will account for 13 percent of print revenues. According to PRIMIR, the percentages do not tell the entire story. Non-print services reportedly leverage twice their revenue impact when it comes to influence on printing. As one East Coast sheetfed printer noted, "It's not these revenues I covet; it's the retention and acquisition of print business."

A Global Solution
One example of how DAM can be profitable is Quebecor World. The world's second-largest commercial printer, the company has more than 160 plants on five continents. The firm needed an Internet-based solution to give customers online access to digital assets. After trying a number of solutions, Quebecor implemented Xinet's solution, the WebNative suite, at its premedia locations to create customized, co-branded Web sites for clients in the magazine, catalog, book, direct-mail, and commercial print markets. Now, Quebecor delivers its services globally from a North American presence, reaching previously untapped markets. The company's publishing partners can view and share their assets from remote locations throughout Europe, Asia, and South America.

"WebNative reinvented how Quebecor World does business, and how we interact with our clients," said Scott Pellicone, director of business development. "Being able to re-deploy our digital assets on a global arena is definitely the way to go, especially since we are a global company. For magazine and catalog clients, we may display their digital assets in one fashion, while for commercial and retail, we may need to present their data in another way entirely. Further, when customers see a Web interface branded to their corporate identity, how can they resist? Instant credibility."