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All that thinking won't go to waste: I'm betting that as the industry addresses existing problems, it will invent new ways to profit from short-run printing, too.
Digital short-run printing is both a cause and an effect of another trend--an industry requirement for faster turnaround.
Some of the printing company executives we spoke to for "The Need for Speed" commented that they feel compelled to put less emphasis on "optimizing" their equipment. By optimizing they mean keeping it running--thus productive and profitable--which tends to involve schedules in which publishers' jobs are queued up, one after the other.
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