One on One with David Torok

How would you describe the changes your business model has undergone during last ten years?

We realized that offset printing is becoming more of a commodity every day, because the press manufacturers have put such quality in and taken the craftsmanship out of it. Paper mills have made their paper very consistent; same with the ink and plate manufacturers. You have high consistency with all this automation – the craftsmanship isn’t there. So if we are going to add value to the product, it has to be more than putting ink on paper. Our proposition right now is that we add value either through the database, through the mailing, or through fulfillment and distribution. Basically after the toner or ink goes on paper is where we start adding our value.