Fontana/Affiliate--A Waterless Course

"There are plenty of six-color printers in the Washington market," Connors notes. "We wanted a different spin, to attract the attention of the high-end ad agencies and design firms in the area."

Early in 1994, following extensive research into how to set themselves above and apart from their competition, part of the solution to the problem, as it turned out, was in the solution—the fountain solution, that is. The decision was made to go waterless.