Creating a Competitive Edge

However, the growth markets were clearly becoming commercial printing and direct mail, and to better position themselves for the future, the Magagna brothers sold their equipment and relocated to a new building five years ago, where they already manage a successful pick-and-pack operation, and are gearing up to embrace the digital revolution, including HVAC upgrades for necessary climate controls. “We decided to take the funds that we were allocating for the production area and invest in new client expansion, digital equipment, a Web redesign and human resources to operate specialty softwares,” David explained.

“On-demand digital printing capabilities will help keep the pick-and-pack operation on track and allow us to variable print direct mail," said John. “Direct mail is where it’s at, and you have to be able to solve the entire package from start to finish, which involves designing, printing, mailing and Web back up or a Web ordering interface.” He also observed that digital equipment costs are coming down, noting that the
DocuColor 240/250 has the same technology as the very expensive Xerox iGen, only in a smaller box and with a smaller foot print. David added that the company’s total outlay for its digital printing capabilities will be approximately $150 thousand.

But, with their focus on direct mail, digital is where the Magagna brothers know they need to be, whether it is to facilitate the new Web-driven interface that helps get products out there or to do variable printing, which a lot of manufacturers still don’t offer. “And of course, everything is print on-demand today,” said John. “And, when customers say on-demand, they
really do demand it.”