Digital Color Graphics--Being the King

Rosenthal says CTP offers him more than just lower production costs. "Most people are using CTP as a production tool to reduce costs," he says. "I use it as a selling tool to strengthen relationships with my clients."

The selling point of CTP for the customer is the ability to make quick, last-minute type changes, and be back on-press within five minutes of the correction. "It's almost like an insurance policy. You don't need us—until you need us," Rosenthal says.