Delving Into Digital

"There is a premium to be paid for the digital advantage—it's got to be in a situation where there is some logistic advantage to being able to print on demand or personalize," Bradshaw notes. "That is where the value is going to be to justify the extra cost."

Justifying the cost means showing how the new technology will save money. Bob Barbera, senior line manager for Agfa's digital printing systems, points out that bringing the printing of high-quality color materials in-house will not only save money, but will be more efficient.