Do Printers Get It?

They may have a role to play. But traditional printers aren’t necessarily the best people to talk about digital printing, says Stefan Agustsson, vice president of operations for Yoffi Digital Press.

That’s because they lack certain skill sets. In short, many don’t want to be in the business of communications.

“Anyone can buy a machine,” Agustsson says. “What will separate you is what you can do with the client data.”

But many printers “can’t engage at that level of marketing. They have to find partnerships with companies that do data analytics. They have to get over the fact of controlling the entire engagement themselves.”

Then there’s the sales aspect.

“A lot of printers have sales people who have never sold that way,” he says.

Despite all that, he sees growing interest on the part of offset printers.

“We’re digital printing specialists, and we have been approached by a large number of printing companies, people looking to bring solutions back to customers and drive volume,” he says.

How will it work?

“Marketing providers will give them content to push through their machines,” he adds. “It’s accelerating now faster than it ever has.”

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