Defeating the Desktop Menace

"We've been trying to center in on what other people don't have expertise in," says Barkin. "We want to be the provider of the more difficult types of projects, such as those that are more graphics-intensive, that require more quality or a longer run, or that include bindery."

Barkin also markets variable data projects, which many departments don't have the capabilities to do in-house. He promotes his in-plant's capabilities via e-mail news, hard copy news and plant tours.