IT Gurus — Tech Trek: Search for Stars

"We sell the PURL sites, VDP, etc., and we get in the door--and get the work. Most of our business today and much of it tomorrow will involve programming," he adds.

Kennickell plans to add more programmers in the future, and since he's already got an IT department, his IT crew will help pick them.

David Torok, president of Padgett Printing, is adamant that having extensive IT capabilities is a competitive advantage for his Dallas-based operation. "Every time you touch data (a product), it costs money, about 4.5 cents for each touch. Adding ancillary services, like IT and electronic applications, you don't have to touch the data, and you save the customer money.