Both Edwards and Jeff Prettyman, executive vice president of Wise Business Forms, Alpharetta, Ga., pointed out that the real beauty of digital printing lies in the ability to explain it as a total concept to end-users and then close on programs that may include 1-to-1 marketing, direct mail and personalized printing, as well as static color reprographic pieces. "Distributors can set up programs that may generate $50,000 to $100,000 worth of profitable business that they hardly have to touch, and it can be arranged such that the end-users are doing the work for the distributors," said Edwards. "But, it is going to take the same kind of work that it took to learn carbonless, pressure-sensitive and pressure-seal—and actually, I don't think digital printing is as complicated."
- People:
- Paul Edwards
- Prettyman
- Places:
- Fenton, Missouri
- Philadelphia