What’s the Deal with Digital?

Doehler reported approximately 25 percent of the company’s digital order volume is generated by sophisticated PURL and Web-to-print programs, while the remaining 75 percent is good old-fashioned static, short-run, quick-turn color work produced on the company’s Kodak NexPress.

“The higher unit price connected to digital output is being absorbed by the fact that customers are typically mailing smaller quantities, trying to be more targeted, trying to improve response rates and trying to be greener,” he observed. “All of these factors contribute to run lengths coming down, and as they come down, the higher unit costs connected to digital becomes less of a hurdle.”