PRINT 13 Preview: Casting a Wider 'PRINT' Net

Getting in on the ground floor of a printing technology can enable companies to reap greater margins while navigating the learning curve, Boer stresses. That's one of the primary value propositions of the PRINT/Graph Expo experience.

"Because you're able to get a better profit margin, you're able to make more mistakes while you're coming up that learning curve," Boer says. "That's something we all underestimate. Sure, you can wait to buy the next generation of product but, the longer you wait—and, yes, the machine might not be as expensive in 12 months—the more you're going to miss out on moving up that learning curve."