More Offset Operations Crossing Digital Chasm — Michelson

As such, it’s more paramount now than ever that print’s results be measurable from an ROI standpoint against other media. How print complements a multimedia world through its lasting value, portability and ability to stand out from what’s becoming an overwhelming barrage of electronic messaging also needs to be emphasized. As an industry, we’ve historically not done a good job of promoting the strengths of our medium. And now, in the mad rush among print shops to hop on the digital printing bandwagon, digital’s value proposition for existing and potential clients should not get lost in the shuffle. The enemy isn’t the Internet, television or radio; in many ways, it’s ourselves.