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They also heavily research competitor's products to make sure they'll work with their printers and presses. "It's the kiss of death if your machine [hardware] only works with [the house brand or] certain papers," Forrest says.
This is especially relevant in corporate and in-plant publishing markets, he says, where buyers won't consider a device unless it works with a wide variety of paper brands. The flip side: on-demand publishers and printers want to keep costs down and supplier options open as well, but the quality of the digital papers they use is paramount.
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