DIGITAL digest

The industry’s future lies in helping corporations maximize their ROCI—Return on (their total) Communications Investment—thereby shifting the focus away from just cutting print costs, according to Letteney. He believes there are three effective business strategies open to printers: extending their services into other components of the total print communications supply chain, expanding the business base beyond print by being media agnostic, and segmenting vertically by applying customer and industry intelligence to a specific market.