MSP: Now Leading, Not Bleeding

MSP's employee ranks have swelled to 410 in its 150,000-square-foot facility. While MSP has a diverse client base, including ad agency, association, healthcare, software and financial sectors, it still boasts a loyal not-for-profit following.

Bushee is quick to point out that MSP has been in the digital personalization business—black only—for 25 years. The world of color and sophisticated variable data has opened doors. "Personalization gets a marketing message across better," he says. "It helps clients target and talk to their audiences. They can mail less and their response rates are much improved."