Digital Color Graphics--Being the King

"I was not interested in dealing with the large overhead, large cost centers and the large-format projects that come with owning a 40˝ press. My market is shorter runs; we give a quality piece and a quick turnaround—all in a friendly manner," Rosenthal quips.

The second part to Rosenthal's success formula is mindset. "We position ourselves as a small printing company with a corporate mentality," he explains. "We try to look like and deal with large corporations on their level. I do not want them to think of us as a small shop, other than that we have small prices."