SELLING DIGITAL VS. OFFSET -- Making the Right Impression

The organization positions its digital capabilities for short run, static and variable data printing. Schultz believes the business needs special treatment because it involves a whole different set of standards.

"Our POD center operates under a different dynamic. Clients expect jobs to be shipped in a day or two," he explains. "Even order entry was a big issue. We could not operate under the same order entry system we'd use for a commercial shop. By the time we finished with the order entry, the job would need to ship." Instead, the AKSESS division has written software that links clients directly into the POD center.