Dealers--Changing Distribution Models

PrimeSource, one of the largest players in the domestic distributor/ dealer arena, has instituted a different solution. The company has corralled its offerings for digital printing, including online solutions, into a digital technology division and has given it a dedicated staff.

Mike Silverman, director of marketing for this digital group, explains that the division offers focus and expertise dedicated to fast-evolving technologies such as variable data and on-demand printing. "A typical dealer sales channel needs to be accountable for a gazillion products," Silverman says. "We have gone to the extreme in creating an independent business unit with dedicated people who are solely involved in this narrow niche of digital printing."