Scott Dubois, of Reynolds DeWalt in New Bedford, MA, weighed in on the subject with some enlightening commentary. "I wish the so-called 'experts' would stop pushing MSP onto printers. There are such things as Marketing Services Providers, but they don't own presses. They have fully staffed departments (not one person wearing multiple hats), which include Market Research, Product Development, Performance Analytics and Trending, and Marketplace Strategy. Do you know of any printers like this? I don't know of one," he wrote. "Printers used to think their equipment defined them; now they think it is their 'services.' Silly them—buy a digital press, sign up for MindFire and then add digital printing, variable data and PURLs to a capabilities list. None of it matters any more than 40˝ offset printing if you don't explain (marketing) strategy and how you use it. Where I work, we consider ourselves a cross-media communications firm. It implies nothing we don't do and everything we do. It also lets us define a unique strategy for every client (what a concept)," Dubois concluded.