In vs. off (line) — A "Fight" to the Finish

As the direct mail market grows—and it's growing dramatically—Trentman says, customers will ask for additional features to be finished into their products. "At RRD Direct, we're sold on finishing lines and will continue buying both in- and off-line equipment," says Trentman. "We'll develop more in-lines for wraparound products [where the envelope is formed around the product, then it goes direct to mail] and more off-lines for additional value-added features."