BRIDGING DIGITAL AND OFFSET — SERVING TWO MASTERS

It is personalization, Grossman notes, that separates the printing entrepreneur from the commodity segment. “If you’re not going to differentiate yourself in a meaningful way, through personalization or Web-to-print capabilities, you’re wasting your time,” he says. “There are a ton of digital engines out there, and the number continues to grow rapidly. If you’re just in the ‘click’ business, there’s no advantage, no differentiation.”