Printers cash in on card company partnership

Two Sydney printers look set to benefit from a partnership between out-of-home media producers, which hopes to increase sales – and print volumes – for both companies.

The deal sees Avant Card, which produces and distributes advertising cards to more than 1500 cafes, universities and bars, agreeing to distribute Z-Cards – a map, brochure or pamphlet that folds out from between two usually business card-sized cards.

Avant Card and Z-Card will also cooperate on major projects and promote each other’s offerings to their clients. The businesses will otherwise remain entirely separate.

Avant Card managing director Pat Mackle says they expect sales for both products to rise due to cross-promotion and Z-Card’s ability to offer a strong and established distribution network.

This would mean more work for SOS Printing, which prints Avant Card; and for Blue Star, which prints Z-Card.

Mackle says the partnership came about from a joint venture producing advertising material for Vodafone last year. She says, “It was supposed to be a one-time thing but it worked out so well and we discovered useful synergies between the two businesses. It’s a positive and logical move for print-based media companies like ours and augurs well for the future of our collective clients in terms of outcomes.”

She adds that the companies will use the Vodafone campaign as an example of the success of the partnership for future clients. She says most of its top clients are in the arts and government sectors and the venues the cards are placed in do it to add a bit of colour and extra reading material to their premises.

Z-Card managing director Rodney Serhan says being able to tailor distribution through Avant Card’s network of universities, cafes and student-frequented venues allows for powerful, targeted campaigns for its clients. He says, “The synergy between our two companies is perfect and represents an exciting new offering for other brands.”

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