Digital Install--After the Sale

However, Orchant cautions, the real secret to achieving success in on-demand printing is to forego commodity pricing and to position digital color printing output as a new communications tool—not as a replacement for conventional offset.

Padgett Printing is the latest commercial printing operation to date to bring an Agfa Chromapress 50i into its facility. Why the digital printing install? The Dallas-based operation wanted to add variable-data printing to its capabilities. "When we started with digital color printing, it was our feeling that digital color printing would prove to be a valuable marketing tool for our customers—we wanted to do more than offer it, we wanted to be the authorities for its use," reports A. David Torok, president of Padgett.