GRAPH EXPO & CONVERTING EXPO 02 -- Large-format Opportuniti

"Quality isn't the issue," he adds. "Most of the machines on the market today will deliver press quality or better. And production speeds are now equivalent to 24 to 48 press sheets per hour.

"Costs for ink and media are relatively small compared to the selling price for the printed output," Butler says, "and the output is a premium product. Commercial printers are possibly too focused on what they've done in the past, and they're letting this opportunity slip away."