DENVER: For most of its 20-year history, Quark has pretty much dominated the desktop-publishing market. But as the software company faces increasing competition from Microsoft and Adobe Systems, and as it branches into enterprise software, Quark is taking PR much more seriously these days.
For starters, the company has increased its in-house PR team from one person to eight and hired Porter Novelli as its first PR agency.
"We had the luxury for a long time that QuarkXPress was so good it sold itself," said Glen Turpin, communications director. "But as we're growing quickly and entering new markets, we must be much more communicative than we have in the past."
For example, Quark will hold its first user conference in five years, part of the company being more hands-on with customers, said PN VP Dave Faupel. PN will focus on additional outreach efforts to customers, the media, analysts, and partners, highlighting new product releases and its partnerships with such companies as Apple Computer and Hewlett-Packard.