Corporate Press -- Vested in Added Value
Corporate Press' view of technology is one of practicality: Is the marketplace ready for a new technology? That's the first step in its realization at Corporate Press, according to John Marcian, general manager for Corporate Direct. Should research yield it a viable solution, a complete return on investment (ROI) analysis is conducted before moving forward.
"An example of this would be personalization in digital printing," John Marcian notes. "We started doing personalized letters back in 1996 for one specific client. All of it was done on a single laser printer using MS Word. We recognized the value of the service and started to conduct research to find the right hardware/software combination that would take us from being able to do 60 pages per minute to doing over 5,000. By the end of 1999, our research was completed, the ROI analysis was favorable, and we had our solution installed and running.
"The industry was abuzz about the power of personalization, but we were already doing it virtually every day. We're not interested in the current trends. We're now looking into technologies that we expect to be mainstream three to five years from now."
As sexy as it may be, state-of-the-art technology is not always the preferred solution for Corporate Press, particularly when the cost of it does not justify the expense, he adds. "Three of our four facilities have either purchased prepress systems or made upgrades to existing systems within the past two years. In Landover, the ROI supported the purchase of a new Creo direct-to-plate system but, in Fairfax and Frederick, the ROI analysis supported the purchases of used Agfa systems. All three facilities are happy with their acquisitions and we've never looked back. So, in the end, our research is always balanced against practicality because, at the end of the day, it's all about profitability."