Traffic Report: Speed Bumps, Congestion on Digital Highway —Michelson

Digital equipment buyers in the know realize that deciding which print engine to purchase should be one of their last decisions. The initial consideration should entail thorough conversations with customers and key prospects about their current, and future, business objectives. Digital print providers can’t foster an offset mentality, both from a value proposition and pricing standpoint. Nor can they afford a misstep in matching digital device to customer needs. A high-end color digital press with variable data capabilities is surely more firepower, and investment, than needed to largely fulfill orders for short-run, commodity jobs. And, yet, savvy marketers that can envision the value of sophisticated database management expertise coupled with complex, variable data printing can become a shop’s highest-margin—and most loyal—clientele.