McIlroy--Digital Printing - Are You Making Money?
The lesson of digital printing is that it's digital, not printing. And digital is still a new business for most graphic arts firms. The digitization of your prepress departments allowed you to do the same old things more quickly and (eventually) more cheaply, but it wasn't really a new product. Digital printing is a new product, and new products require new markets.
Over the last decade, the graphic arts community has become digitally adept at a technical level. Now we've got to grow as marketers.
About the Author
Thad McIlroy is a San Francisco-based electronic publishing consultant and author, and associate conference director of Seybold Seminars.