Selling Digital Printing--Making Money, Digitally

SPG found that color digital printing could meet these demanding expectations for small-quantity runs better than conventional offset. "We felt strongly that we had to get into digital in some way, shape and form," Coleman-Stout says.

Some companies with equally strong feelings created departments crammed with all of the latest and greatest digital printing systems, only to find that the digital highway is not paved with gold. SPG chose a decidedly more subtle approach, installing a Xerox Docu-Tech and a Heidelberg Quickmaster DI. The company decided to add equipment that fit its existing, not potential, business.