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Publishing InformationPublishing InformationMany organizations have moved much of their technical literature and marketing information or 'brochure-ware' on to the Web. The cost of producing hard copy brochures is often high, particularly in high volume business-to-consumer markets. Product and technical information changes regularly, while the cost of frequent print runs to keep information current can be prohibitive. The results are often higher costs or fewer print runs. Online publishing provides customers with access to up-to-date information, at any time, wherever they might be. For organizations operating in distant global markets, the cost of distributing information can be high. As a result, brochures are often in short supply or out of date. Customer satisfaction can be damaged if customers have to wait for accurate marketing brochures or technical data. When photocopies are used, presentation is often poor and brand image can suffer. Some customers, when buying books, are prepared to use the Internet for research, to ask questions and to transact. However, most use the Internet to perform part of the buying process, that is, for information gathering. When consumers move from the information-gathering phase they often return to traditional channels such as retail outlets to complete the process. Many consumers prefer to touch and try products before buying. They still value the physical 'shopping experience'. Business customers often prefer to question a call centre representative or receive a visit from a salesperson before placing an order. To facilitate transition to the Web, customers can be offered financial incentives, that is, a 2 per cent discount on Web purchases versus offline and added value through Web-only product configurations. 83
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