Higgins Associates

BY MARK SMITH Technology Editor It's hard to fault any conventional print sales rep for being hesitant to embrace digital services, be they static or variable data production capabilities. Change is never easy, and digital printing presents a different selling proposition. Static jobs are almost by definition shorter runs done on-demand. This means a lot more effort is required to reach sales volumes comparable to offset work. Variable data work can bring larger volumes, albeit generally produced in smaller lots, and it tends to support higher margins. The problem is, additional expertise is required to sell and produce personalized marketing programs. Also, sell cycles

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