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Senior buyer Annita Avila Sharpe in California concurs. “It is a factor that I consider—but just one of a number of variables I look at in making the decision on a printer. As I have less experience with digital printing, I am most comfortable printing on equipment that I am more familiar with and have used for past jobs. After 30 years running traditional sheetfed and web work, I know what type of press I need for a particular project and the ’brand’ of press isn’t as much of a factor.”
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