SPEAKING WITH print service providers, I always find it interesting to learn how they justify investments, particularly in digital printing technology. In many ways, it can be a chicken-and-egg scenario. While most realize that eventually they must get into digital printing in some way, shape or form, do you wait until you have volume locked up, or do you purchase the equipment with the plan to generate the new business? Sometimes, printers will have outsourced volumes that justify procurement of a new digital device. But other times they simply see a new market need that must be addressed in order to stay competitive. Seldom

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