DIGITAL digest

Commercial printers continue to play a very important role in the production of high-quality color documents because of their knowledge of color workflows and their ability to prepare, print and finish completed documents. Most corporations are very happy to leave this expertise in the hands of the printer. Therefore, we expect to focus our marketing activities on the enterprise and our selling activities on the commercial printer.

PI: You also talked about connecting with, or driving digital printing work to, commercial printers. Are you envisioning some kind of formalized print supplier network or co-marketing programs?

McGlynn: From our initial foray into the commercial printing industry, we have discovered that the entrepreneurs who invested in digital printing are a close-knit, cooperative group willing to help each other expand the total volume of digital printing. We envision the expansion of this group into a cooperative network to which we can funnel digital pages.

This network will allow us to work with our enterprise clients to set up proof points for the value of digital printing. We can do test marketing campaigns, for example, that will route jobs to these printers to prove the value of the process.

In some cases, the enterprise will continue to use the network for all its digital printing needs. In other cases, the enterprise will need a local printer with digital printing capacity. In either situation, the volume of digital printing will go up.

The network will also allow digital printers to back each other up. If one printer receives a peak job on a tight deadline, they can share the workload. By using HP’s expertise in color science and the remote proofing capabilities we introduced at PRINT 01, we can deliver a color-calibrated environment that will guarantee each printer produces work with the same quality and color.

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