Digital Color Graphics--Being the King

The emergence and the explosion of franchise printers and office superstore copy centers further convinced Rosenthal to make his move. Although growth of copy centers helped persuade Rosenthal to start his own business, he realized quickly that the world did not need another copy center.

"I decided to do short-run printing instead of copying. Although I do offer copying, offset quality is better and the pricing—when you get into the 500-plus range—is better," he explains. "We're still a conventional printer, so we are way ahead of the copy centers. We are faster and offer greater flexibility," he says.