F.P. Horak

Magic 8-Ball Says ‘Ask Again’ THE POLICE officer who has a car stolen. The fireman with dead batteries in a smoke detector. The magazine editor who sends an e-mail out with typos in it. There’s a special kind of embarrassment that comes with screwing up at something related to one’s own profession. Yet, one of the regrettable truths of the printing—aka graphic arts, marketing services, communications—industry is that many member companies have a poor track record when it comes to sending out self-promotion campaigns to their own customers and prospects. Adoption of digital printing has been a game changer because of the need to