EDITOR'S notebook

As a result of the lessons learned by those on the bleeding edge, today's savvy digital printers aren't making the same mistakes. They know, for example, that the process requires a high degree of education and hand holding so customers realize the benefits of printing short runs digitally—such as eliminating inventories, achieving better response rates through personalization and customization, as well as getting lightning-quick job turnaround times. They've also learned to drill deeper into customers' organizations to find decision makers who can visualize the total value proposition of one-to-one marketing. This can take your message beyond a traditional print buyer, someone who often chooses a printer simply based on low pricing.