CUNNINGHAM GRAPHICS INT'L -- A Digital Prospectus

As chief technology officer, Hood says a big part of his job is educating CGI's production and salespeople on how to take advantage of digital capabilities. He also gets involved with customers' variable data programs. "The biggest obstacle we've run into in selling programs is the cost. Clients are used to paying direct mail prices of a few pennies a piece," Hood reveals. "For example, we produce full-color, variable data post cards that cost around 20 cents, versus the two to three cents clients are used to paying.