VDP: Web-to-Print In the Real World

“Many large print buyers now require some form of Web-to-print in order to ‘qualify’ to respond to an RFP, but afterward, we learn that a high percentage of them don’t use it consistently or at all,” observes Hugh Griffin, vice president of marketing for Stuart F. Cooper Co., Los Angeles. “The reason usually given: ‘We have high turnover at the print ordering positions, and as fast as we get someone trained, he or she is gone.’ ”