Selling Digital Printing--Making Money, Digitally

"We didn't want to just get into digital to get into digital," Coleman-Stout says.

Apparently, this is a wise stance to take. Some printing companies and prepress houses that have jumped headfirst into the digital pool have received a nasty shock. In spite of "expert" predictions, print buyers have not barged down doors to order customized, short-run jobs on color digital printing systems.