SELLING DIGITAL VS. OFFSET -- Making the Right Impression

As final thoughts, the consultant points out what he believes are some common misconceptions about the digital printing business. "There is too much hype in this marketplace about personalization. Most of the sales are in versioning today," Nagi asserts. "Another misconception is that you have to start big. A printer can start with a smaller digital operation and lower cost machinery. It can offer the capability as a loss leader for a number of years to make a transition."