Bruno Steinert on Linotype Library's E-commerce Initiatives.(Linotype Library GmbH general manager)(Company Business and Marketing)(Interview)

While doing this story on FontExplorer@Web, Andreas Weber interviewed Bruno Steinert, general manager of the Linotype Library. The following are excerpted from the interview.

Weber: Why does a typeface house so rich in tradition as the Linotype Library become involved in e-commerce? Would it not be more effective to keep to the traditional commercial approach by means of specimen books and CD-ROM, especially in view of the need to give customers a consultancy service?

Steinert: We have been successfully using traditional means of communication in the form of printed matter for decades and will continue with this policy for our established markets such as publishing, design and advertising. Where we start using FontExplorer@Web, this means the establishment of an additional marketing, service and sales instrument that takes account of developments in the new media market. With online sales, we can reach every computer user …