The demand for digital imaging is rising--are you ready?
By Carol Katarsky
Demand for digital printing has been growing steadily, and shows no signs of slowing down. Its advantages--inexpensive, high-quality color with quick turnaround--is winning over converts throughout the industry.
"I see the market continuing to grow," said Karen Gregg, vice president, sales and marketing, In-dependent Printing, De Pere, Wis. "Digital printing is still new to many people. Companies are just starting to realize the potential savings, fast turnaround and increased sales results that are possible if they customize their communications.
"Within the next five years, the digital short-run, color market will increase dramatically. As with many new technologies, there are leaders or early adopters of the technology and there are followers who adopt a technology once it has proven itself," she added. "Digital printing will continue to gain in market share as marketing and sales success stories are shared."
Jeff Prettyman, executive vice president/director of marketing, NextWave Digital Color Printing, Alpharetta, Ga., noted that a recent CAP Ventures report of the on-demand market stated that sales of all on-demand printing was $10.5 billion in 1997 and is projected to reach $32 billion in 2002. Sales of color digital printing are expected to explode--from $6.7 billion in 1997 to $22 billion in 2000.
One factor in particular is spur-ring digital printing's growing popularity. "Fast turnaround is part of the American mindset. It's a drive-thru mentality--if people know they can get something in two days, they don't want to wait a week," noted Prettyman.
Digital printing is suited to virtually any industry--with a wide range of potential applications.
- People:
- Jeff Prettyman
- Karen Gregg
- Places:
- De Pere, Wis.