Open Enrollment | Subscribe to Printing Impressions HERE
Connect
Follow us on
Advertisement
 

Digital Color Graphics--Being the King

September 2000
Digital Color Graphics does not want to be a six-color operation—just yet. For today, owner John Rosenthal is content aspiring to rule the short-run printing market.


BY CAROLINE MILLER


It's good to be the king, and that's exactly what John Rosenthal, owner of Digital Color Graphics, wants to be. "I want to become the king of—and the benchmark for—all small printing companies in the country," he states.

Still, rising to the top can be a challenge, especially in the crowded and competitive commercial printing market. However, for the past two and a half years, Digital Color Graphics, located in Southampton, PA, a Philadelphia suburb, has steadily risen toward the top.

This year's annual sales are projected at more than $1.5 million, and may actually reach $2 million, Rosenthal reveals. Digital Color Graphics is also adding an average of two new customers a week, with most of them being corporate customers.

"We are one of the fastest growing companies in the Philadelphia marketplace, and one of the fastest growing printers in the country," he claims.

So what is Rosenthal's formula for success? It has two parts. First, he specializes in short-run, four-color applications. To survive in a competitive marketplace, Rosenthal knew he had to be different. He made the decision to equip his 5,000-square-foot operation with small-format sheetfed presses, and not to purchase a 40˝ press. Digital Color Graphics operates a four-color Ryobi press, two two-color Toko units and a two-color Multi. For copying jobs, he uses a color Minolta CF900, as well as black-and-white Konica 7050 and Xerox 5365 copiers.

"I was not interested in dealing with the large overhead, large cost centers and the large-format projects that come with owning a 40˝ press. My market is shorter runs; we give a quality piece and a quick turnaround—all in a friendly manner," Rosenthal quips.

The second part to Rosenthal's success formula is mindset. "We position ourselves as a small printing company with a corporate mentality," he explains. "We try to look like and deal with large corporations on their level. I do not want them to think of us as a small shop, other than that we have small prices."

However, lower prices does not mean cheap; he says Digital Color Graphics offers a unique service priced competitively with the marketplace. "We find that the small companies around us cannot do what we are doing, and the ones that can are very expensive," he reports.
 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: