Digital Q & A
PPE: So, it's an easy sell to Japs-Olson clientele? Has demand flourished?
Murphy: The challenge that we're finding is that reception has not been as promising as what we'd anticipated. That's because we're in an early adoption stage. Customers are struggling with the database issues, and they have grown accustomed to the low-per-piece cost [afforded by web printing]. It's been tough getting people to understand that they may be spending a little more up front, but in the long run, what they're providing to their customers will offer better rewards.
PPE: In terms of technological innovation, what do you foresee in the future of digital press technologies?
Murphy: The big application that people are having a hard time grasping is the Internet integration component. … This is very interesting stuff. It truly gives a consumer the ability to get what they've asked for. We're talking about self-reported demographics; you can't go wrong with these. …Now, a person can go on a Web site and request information that will be printed specifically for that individual. … We're dealing with a customer right now [for whom] we are printing customized wrapping paper. … They visit the Web site, type in the message they'd like printed on it. We download the information from the site nightly, and they receive a personalized product days later. That type of product is a really nice fit for digital printing.
-Gretchen A. Kirby