Dissecting Digital Decisions

We found, after we got into it, two things: our systems are not put together so that a marketing function can pull the information that they want and take it directly to the press, so systems work had to be done.

The other thing that we found is that size format on those presses was a big limitation. We were going to have to redesign to make it fit. And when we did that, then something that was a short run in the offset world became a long run in the electronic world.