Dissecting Digital Decisions

—Bob Neubauer

IPG: Why did you buy a digital press?

Tierney: Our main reason for the Indigo was obviously to answer the [need for] short-run, color turnaround. We did not buy the Indigo to allow us to get into new markets for personalization. We didn't say, 'O.K. Allstate, now we've got something, why don't you go out and see if we can find some work for it.' We bought it to [output] some of the short-run color, and be able to address some of the turnaround that we could not address in the offset world.