On-Demand Printing--The Pressure of Offset's Digital Momentum

It seems obvious that today's typical offset printing operation—often rooted in tradition and craftsmanship, and rigidly opposed to making a digital press investment—will eventually find avoiding the digital momentum impossible.

"Offset printers are looking at digital color printing as an investment that they're going to have to make. Sooner or later, they are going to have to move into a digital printing environment. They know this; they can see it in the requests for smaller print runs coming from their customers and they are budgeting for it," concludes Duncan Newton, product manager for digital color printing at Xerox.