CIC Print Innovation Wall: Midwest Direct
To address the envelope shortages that printers and business mailers have been facing, Midwest Direct (based in Cleveland, Ohio) teamed up with Inkjet Media Solutions (based in Agoura Hills, California) to dream up a truly inventive workaround.
First, Inkjet Media Solutions created a specialty media using MOCR 28 lb. with a cohesive and a thin poly window. They then provided rolls to Midwest Direct for use on their two roll-to-roll ColorStream 3900.
Using this specialty media and their continuous feed inkjet presses, Midwest Direct is able to print full-color, variable data direct mailers for a variety of customers across a range of industries. By printing front and back, folding, and pressure-sealing the mailers, they can produce a finished mailing product that replicates the look of an envelope, complete with an address window. The finished product is ready for the mailstream — no envelope stuffing is necessary.
Midwest Direct has produced over 2 million direct mailers (and counting!) using this new specialty media and process and has seen a 1.5–2% response rate, with many B2B customers experiencing increased web traffic as well.