How To Evaluate Your Shop

• Is variable data in your future?

In a world where no one knows your name, personalization is a valuable tool. According to Thackston, any size run is justifiable compared to offset presses, since they don't offer variable printing.

"We see all companies realizing the value of printing variable data, shorter runs, etc., and wanting to implement their own system," he says. "A high-impact color sales proposal or direct mail piece that generates substantial business for a company can easily justify an investment in a color digital print solution."