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Though many distributors remain reluctant to venture into the somewhat unfamiliar territory of digital labels, Gallagher and Kathy Popovich, ILS director of marketing and communications, are seeing some of their distributors take that route.
"The ones who get it are wildly successful. And the ones who don't, I think ... they tend to just go back to doing what they know best. But we have had distributors that have never been involved in selling digital in the past, and with everything going on in the economy, [decided]: 'Well, I can either sit and wait for someone to knock on the door ... or I can actively start pursuing new opportunities and looking at my list of potential customers," noted Popovich.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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