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"Through our years of experience, we can do it a lot more cost effectively than they can on the outside," he says—especially considering the price changes and deadlines.

Spartan's in-plant, in Grand Rapids, Mich., has had web presses for 35 years, DeWildt says. It initially produced circulars on sheetfed presses, but the volume kept rising. Today the in-plant runs four 16-unit Goss Community webs. Together they produce 5.1 million circulars a week, along with some commercial work.