DIGITAL digest

Several panelists also revealed that variable data printing can generate more revenue through affiliated service offerings than the actual digital printing itself. One speaker said, "The press is just a tool to make money at the beginning and at the end of a job."

Database and mail list creation, manipulation and hygiene can be the most profitable work. As an IT function, it doesn't require extensive production machinery to accomplish and helps make clients more dependent on their service provider. As Romano noted in the closing session, "Then you're not just a service provider, you become an extension of their company."