4 Color Press — Middle Ground Master

"Our biggest marketing challenge is getting people to realize that there's a reason to talk to us," Fuld remarks. "We're not a single-source provider; we can't be all things to all people. Our job is to get customers and prospects to see where we fit."

Going forward, 4 Color Press will be adding another Anicolor press in 2009 and Fuld would also like to bolster his bindery, depending on how volume fares in the coming months. The second Anicolor unit, for example, could increase capacity for booklet-type jobs and, in turn, pave the way for a new collator/stitcher. Dipping into the multi-location manufacturer and retail vertical pools will go a long way toward building 4 Color Press' volume, with direct mail work filling downtime gaps.