Digital Finishing: Different Paths to Success

In terms of client education, DiGiacinto says that the variety of folding options and concealed Wire-O binding are some of the most likely candidates for making clients say, "I didn't know you did that!" "You can do Wire-O, but by adding a wrap-round cover with a glue strip, it becomes something much more unique and people think of it as a more polished piece," he says. "On a bookshelf, it looks perfect bound. The old saying goes 'you can't judge a book by its cover,' except people always do."

Even though it's not a digital process, DiGiacinto also shows Japanese stitching during initial client meetings to reinforce that Express Printing isn't just a digital production, mailing and fulfillment shop. "We coat and get either a soft touch or use a special paper for the cover like Touché," he says. "The second it's in your hand, [you realize] it's something different. When people feel it, they feel compelled to open it."

In order to be fully profitable, DiGiacinto believes that showing and demonstrating the fuller range of finishing services, including outsourced services, must be part of what compels Express Printing's clients to utilize its services. "Realizing we can do the entire project—with full supervision and quality control, regardless of the run length, job requirements or where the job components are being produced—makes a big difference to them," he concludes.

As with everything else these days, the world of digital postpress is about customization—in this case, customization to a business model. Among successful companies, there is the willingness to find a niche and commit to it. There is more specialization, even as there is growing reliance on strategic partnerships. The goal is to focus capital investment on a core business model.

Put simply, today's digital postpress requirement is about finding what you have a passion for, then doing it well. PI