A greeting card can capture the essence of any moment or achievement with a personal note from one to another. However, within the last decade, the production of personalized greeting cards has greatly shifted from manpower to being computer run. Does this change in process take away from the term “personalized” greeting card? How can a personal card be created and mass-produced by machine?
Since 2008, Mailing Services of Pittsburg has partnered with Hallmark to produce up to 500,000 cards per day! This astonishing feat is made possible by the latest computerized processing system that links MSP together with Hallmark Digital, that receives, prints, and sends products directly to customers. (Seybold Report)
21 steps are required to produce a card ranging from 50 cents to $10 and create a price point for every consumer. But how does this price reflect the resources required to create that perfect greeting card?
By setting the trend of increased technology within the print industry, mass production and efficiency capabilities produced by computers has drastically cut the demand of labor jobs, triggering a rippling effect that has spread into Latin America. As Latin America’s GDP begins to grow, countries now find themselves caught between advanced nations and emerging ones. (Silgado) However, companies within the printing industry in Latin America cannot account for the latest technology capabilities that American company Hallmark implements. Digital printing advancements have taken a great toll on companies unable to keep up with trends in this highly globalized world we now live in.
It is survival of the fittest within the global print industry that has large companies such as Hallmark, eliminating competition in other parts of the world. This technology take over paints a picture similar to rural Latin American coffee farmers being marginalized by large corporations such as Nestle. What does this now say about the “personal” card, mass produced by computers and eliminating jobs for the working class?
Automated Workflow Delivers On-Demand Personalized Greeting Products for Hallmark
Digital. (2013). Seybold Report: Analyzing Publishing Technologies, 13(21), 2-6.
Silgado, C. (2013). The Printing Industry in Latin America in 2014: the Challenge of Achieving Sustainable Growth. Seybold Report: Analyzing Publishing Technologies, 13(24), 2-5.