Offset Still the Choice For Quality

Renn: "My customers would keel over when they saw the bill if I ran their long-run [jobs] on my color copier. The cost per copy is effective only for shorter runs. I use offset because I can drop the bottom out of the price and allow customers to do more with less, which builds customer loyalty. My presses are fully depreciated now, so the only things I pay for are the operator, ink, paper and the rare service call. Presses rarely go down in the middle of the job, and they're relatively inexpensive to purchase compared to digital devices. Copiers are more demanding, and often managers find themselves working for the copier versus the customer, trying to push volume at these hungry digital devices just to cover lease costs. This doesn't always end up doing their customers justice."