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Ward/Kraft, Ft. Scott, Kan., has also made substantial investments in order to benefit from direct mail. The company added an Indigo digital color press 18 months ago, but recently added almost $2 million of digital equipment, according to Roger Buck, national forms sales manager. Ward/Kraft took the plunge after seeing "tremendous growth" in its commercial direct mail business after the Indigo came on line, Buck said. And, extensive market research by the company convinced it that the return on investment would be rapid. "Our projection is that commercial printing overall will add at least $3 million to our business this year, and a fairly large percentage of that will be in direct mail," he predicted.
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- Companies:
- FormStore
- Ward/Kraft
- People:
- Lindsay Gray
- Paul Edwards
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