More Offset Operations Crossing Digital Chasm — Michelson

Digital printing requires a different mindset on the part of commercial printers. Those still maintaining an offset mentality regarding pricing models (read: commodity), length of the sales process, order taking vs. consultative selling approach, etc., will be prone to failure. They also hurt the industry at large as they underprice work. In the digital printing space, selling quality reproduction capabilities takes a back seat to promoting one’s expertise with databases, Web-to-print development and short-run finishing.