‘Printers Continue to Dig Their Own Graves’ —Michelson

Vista's president already knew that the real profits lie in value-added services built around its press work. "By providing true turnkey services, we can and do earn a nice profit, and our diverse, yet synergistic, offerings provide stability for our business. From printing and mailing, to variable data campaigns, to packaging and point-of-sale, our goal is to cross-sell each of our accounts as many of our services as we can. We are considered problem solvers in their eyes, where printing is only part of the process. As a result, clients are willing to pay a bit more for our expertise," according to Rolfsen.