Transpromo isn’t the only opportunity. Numerous markets and products are waiting for digital printing to transform them.

By Frank Romano

Because transaction document volumes may not be sufficient to justify the new color printers, we envision that some volume of company direct mail volume will move to these machines with the convergence of transactional and promotional printing.

Most transaction documents are digitally printed on pre-printed stock. This is also how most direct mail is printed-using pre-printed “shells” that are toner (laser) or ink-jet imprinted, mostly with address information. It is cost effective, but there is no ability to vary color images. Full-color printers will negate the need for pre-printed stock, a cost that must be factored into any ROI.