McIlroy--Digital Printing - Are You Making Money?

It became clear during the session that demand creation is not a natural talent of most graphic arts firms. They're too accustomed to focusing on equipment acquisition, not on building markets. "Most people believe that when they announce they have added digital printing, customers will magically appear. They're using the theory, 'If we buy it, they will come,' " Rosen said. It's the wrong approach.