Cary Sherburne looks at how a commercial printer, Tri-Lakes Printing, uses creative self-marketing programs to build its business

SPEAKING WITH print service providers, I always find it interesting to learn how they justify investments, particularly in digital printing technology. In many ways, it can be a chicken-and-egg scenario. While most realize that eventually they must get into digital printing in some way, shape or form, do you wait until you have volume locked up, or do you purchase the equipment with the plan to generate the new business?