Ink Isn't Just Ink . . .

For example, a printer who produces direct mail (a high-volume, disposable product) would probably be less concerned with quality than a printer who produces high-end, color-critical promotional materials. Two different printers, two different market niches—two different requirements for the ink. The direct mail printer's top priority may be service and technical support to obtain maximum ink mileage, while the promotional printer must be concerned with quality above all.