Monday, April 11, 2011

Cyril-Scott Implements ReadSmart Technology

When mail arrives, most consumers go through a quick process of dividing the contents into two piles: one to read, and one to recycle. Cyril-Scott, a Consolidated Graphics company based in Lancaster, Ohio, is working hard to make sure that more mail falls into that “read” pile, but now they’re taking it one step further, helping their customers’ audiences actually respond to what they receive and read. How are they doing it? With ReadSmart technology.

ReadSmart is a software tool based on scientific research that improves typesetting by subtly emphasizing words and phrases for the reader’s eye, creating a greater impact during reading. These subtle changes range from the spacing of letters and words to lines break within text. While these might be small changes that go unnoticed to the typical reader, by serving to energizing copy they make a large impact with respect to reader comprehension.

Cyril-Scott began offering ReadSmart to its customers this past October. The technology has allowed their clients, whether it’s through a direct mail campaign or other print materials that require a response from consumers, to receive increased feedback and retention. 

“At Cyril-Scott we’re always looking to new innovations and breakthroughs that will improve the product for our clients,” said Matt Coltharp, president of Cyril-Scott. “ReadSmart underscore our commitment in using the most effective technology to improve results, and serves as a great value-add for our clients and their campaigns.”

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