This Amp Goes To Eleven

In a DM News article called “Marketers can seal the deal with new high-tech envelopes”, the CEO of the Envelope Manufacturers Association said:

Next-generation technologies will make the envelope even more versatile and powerful. These include electronic ink [which] can turn envelopes into tiny billboards. The face of mail is going to change dramatically as these technologies are refined and deployed.”

Turn envelopes into tiny billboards? What are they now?

My take: This amp goes to 11. Nigel: “You see, most blokes will be playing at 10. You’re on 10, all the way up…Where can you go from there? Nowhere. What we do, is if we need that extra push over the cliff…Eleven. One louder.”

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8 thoughts on “This Amp Goes To Eleven

  1. I appreciate the humor, but the technology is pretty impressive. It probably should have said “electronic” billboard. The ink actually carries a small electric charge that allows the image to change on the paper.

  2. Thanks for commenting, Ed. I don’t doubt that the technology IS pretty cool. But when I read the comment that it would turn envelopes into tiny billboards, I just couldn’t help but think of the line from Spinal Tap.

    I certainly didn’t intend any disrespect to the CEO of the mfrs’ assoc.

  3. Loved the Spinal Tap reference – we were just discussing that very scene last week.

    On “Electronic Ink” – its easy to build buzz around a technology like this. It sounds fantastical in all its wonderments 🙂

    But what would this technology cost? What special machinery will my press need to install to create these mini semi-videos on envelopes? I am sure the technology is proprietary, the ink is likely proprietary and I assume everything else is as well. With postage rates jumping every 18 months and paper prices going up – what must your product margin be to justify something like this? And after the first year in circulation – with the coolness wear off to a point where its filtered by the reader?

    I have to fight sometimes to get my clients to use die cuts or spot varnish on their DM pieces – this would almost be a “no-sale” item.

    Now on branch posters or brochures… that might be a different story 🙂

  4. It reminds me of Harry Potter. Now we can send “direct mail” pieces that are similar to Screechers!!

    I don’t know about the rest of you — but I’m going to go out and buy a bigger shredder.

    Thanks for the heads up Ron….

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