Fulfillment Services -- Delivering Value-added

"It's not much at all. You're dealing with racks, storage, flow racks, cartons, a few mailing machines," he says. "You're talking tens of thousands of dollars as compared to a press, where many types run in the millions of dollars."

As for printers who hesitate to undertake an offering that does not speak to their core competencies, Conway advises to think of the client. "You know you have to add capabilities like fulfillment and other services to your business, because customers don't have as many people to handle it. If you can add services that will make it easier for clients to deal with one player rather than two, three or four different suppliers, then that's going to save the customer time and money. In the long run, it's a great return on investment and a way to win market share."