Digital Prepress--The Need to Diversify

Dollars-and-cents Benefits
The industry has been inundated with case studies highlighting the benefits of digital printing. Eventually, however, print providers and customers must convert the benefits into value in dollars and cents. When everything is considered, the real value of digital printing can be expressed in just two dimensions: targeting and time. The targeting value of digital printing refers to its ability to reach a selected market segment with information that is most appropriate to that segment. The segment may range in size from several thousand consumers down to the "segment of one" that has become the Holy Grail of interactive marketing. Most of the vendors and industry commentators have focused on the targeting capabilities of digital printing.