Printer Offers Valuable Services with CD-Rom Brochures/Catalogs.

Multimedia is a mixed bag of many formats of media brought together to convey a variety of messages. Multimedia once reflected graphics, animation, voice, video, and music created only on a computer. Now print media plays an integral role in the equation.

Since the overuse of trees for paper has created not only weather problems on the planet (what, it's only 57 degrees in April?), heavy catalogs and full bleed press kits are beginning to hit companies' pocketbooks in postage and handling. These expenses are especially realized with the greater expansion of international sales and marketing.

That's where lightweight, high-resolution digital media is the solution for a multitude of uses including searchable product catalogs, electronic press kits, annual reports, sales presentations, and animated product demonstrations.

Savvy printers are creating wallet-sized wraparound mailers with a die cut to house and protect the CD for mailing. The front of the mailer is designed with the company or association's logo and pertinent information. The inside left panel is printed with bullet points and essential messages. The die cut holder, with the CD inserted, is normally found on the right inside panel, while the back is used for return, mailing address, and postage.

Print companies are no longer in competition with CD-ROM developers. They are embracing the opportunity to partnership with content creatives to include CDs as a value-added service.

As international trade accelerates, CDs are programmed with an automatic Web launch to your site. Your URL is accessed from any computer, anywhere in the world. That's what we refer to as a "100 percent direct hit," not requiring long distance phone calls, pre-recorded 1-800 messages, or expensive and timely postage.

Author Jerri Lyne Nachman is president of Electronic Theater.