Letters – Print this – From Glen Bennett, Managing Director, EAE Distribution Ltd

Unfortunately the approach to print and design for the arts offered by Michael Smith, Evelyn Wilson and especially John Field is naïve and misinformed. (ArtsProfessional issue 44, pp9-11).
Producing print should be a seamless approach from design, to production, to distribution, display and ultimately the fridge magnet. We educate our clients away from a ?pure? design approach, to think carefully how the print will be displayed, used and catch the eye from across a packed foyer.

We encourage our visitor attraction clients to introduce print awareness and conversion surveys of visitors. We get the feedback. This afternoon Edinburgh Zoo told me they received 42% of their visitors in 2002 from leaflets picked up from EAE leaflet displays. Edinburgh Dungeon achieves 20% conversion from posters and between 48% and 50% of visitors from leaflets! For John Field to say ?the distribution of these posters and leaflets is often a matter of such arcane and bizarre fancy? is a complete nonsense. Maybe he doesn?t have access to a decent distribution company.