On the Road: Heidelberg Reveals Future Direction, Product Strategy

"The U.S. is definitely the market with the biggest portion of digital presses, but there are so many printers out there losing money with digital devices," he contended, adding that many shops acquired digital gear because they thought they had to, but have not been making money with them. He said only 5 percent of short-run jobs require personalized printing and that transpromotional printing is being supplanted by the Internet, despite the early hype. Plenz also feels that much personalization today can best be done during the postpress stage.