‘Printers Continue to Dig Their Own Graves’ —Michelson

Rolfsen went on to point out how printers are in a complex business with a lot of exposure (read: risk) if they don't do jobs correctly. That in itself warrants a reasonable return on investment and equity, he maintained, noting how many shops are now frantically changing their business models to include services like mailing, kitting, fulfillment, converting, etc. These require big investments in people who are experts at what they do, and the equipment, software and procedures to ensure things are done correctly. Yet, even these services are often given away to secure the print [business]. "Hello—it's the other services that are going to make you the most money, not ink on paper," he stressed.