Digital Color A Good Fit

With a price model of 35 cents charged for a color 8-1⁄2x11˝ page, the iGen3 lets users make money, Wise says, instead of just breaking even, as was the case with previous color work.

"If a customer wanted 200 full-color brochures, by the time you make all the plates and set up the press, you're not recouping the advantages of offset printing," he says. "Now we can go ahead, say 35 cents for each, and boom—the customer can get shorter quantities fulfilled." With his customers asking for shorter color press runs, this savings can add up quickly.