Internet Revenues--Showing Up Just Isn't Enough

"We've come to the point in the printing industry where we've decided that we're no longer just an information outsource on paper. We have to manage information on a digital scale as well," Guz notes. "Our new corporate motto is 'Communicate without limits, anyone, anywhere, anytime, and anyway.' "

New Song and Dance
Arandell Corp., Menomonee Falls, WI, has decided that communicating through the Internet requires some limits. Too many companies put useless information on their sites. Arandell took precautionary steps against this when constructing its Web pages. According to Jim Treis, executive vice president of sales and marketing, the printer polled and researched its clients in search of the information they wanted to see, "as opposed to having a status site, a glorified brochure." Current technology, news and trends in the marketplace—such as direct-to-plate and mailing issues—were the leading topics selected by Arandell clients.