GRAPH EXPO & CONVERTING EXPO 2002 -- Showing Signs of Recovery

"We see integration as the next big opportunity to improve productivity," Dowey contends. "Press automation is very important, but one must realize that it is at a very high level already, so big gains with further automation are not so easy to come by."

Even so, Dowey doesn't believe our industry has reached a state where future advancements won't be economically viable from an ROI standpoint. The only way that print will stay competitive with alternative media, he believes, is if we can add more value; make the product more attractive, tactile and sensory; and still keep the costs under control. "Technology drives this type of innovation by making what used to need many steps and lots of time something that can be done quickly, with good quality and at a price that is still attractive to marketers," he believes.