SELLING DIGITAL VS. OFFSET -- Making the Right Impression

In 2003, the company established a print-on-demand (POD) center, featuring a Heidelberg Nexpress 2100 digital color press. The center falls under the Great Lakes umbrella as part of its commercial print unit, but it is located in a separate area of the plant and is operated under its own P&L, reports James Schultz, president and CEO. All of the print services currently are being sold by the existing sales force, he adds.