Written by Bill Michael
eMarketing Manager
Xerox Corporation


I’m sure by now you’ve heard it all. Whether trying to convince management to invest in digital printing or trying to maintain the attention of your customers – facing the ‘myths’ of digital printing may still be a lingering reality you face today.

Well, we’re here to dispel some of those myths and provide you with information to better engage with your customers and management. If ‘that doesn’t look like offset’, ‘that run length will cost a fortune’, and ‘the paper options are so limited’ are phrases that sound like a broken record – then keep reading!

Today, more than ever, printers are looking for ways to grow their business and better serve their customer base with fast, efficient, and high quality solutions. Digital printing has helped many do just that.

A recent study found that 4 out of 5 printers state that digital has helped them navigate to new profits. Advancements in the technology behind digital printing, workflow solutions, and the web have certainly helped drive this growth. Short runs, VI, high image quality, and the ability to run on countless stocks are just a few of the major selling points for digital. Productivity is what turns those selling points into realized revenue for the printer. The iGen4 EXP Press, for example, was recently found to have an 85% availability, meaning that 85% of its day the machine is producing sellable prints and generating revenue…to the tune of 5,610 sellable prints an hour.

The fast turn-around times, high image quality, ability to cost effectively produce short-runs, and value-added services such as variable data all contribute to creating interest with customers and generating revenue for printers. In fact, that same study found that 60% of recipients said digital services have improved their customer acquisition and retention.

Visit www.xerox.com/digitaltruths2 to learn more about how Xerox and digital printing are helping to dispel the myths that digital is too costly, can’t produce high enough quality, and can’t be profitable. You could also be entered for a chance to win a free truckload of Xerox Digital Color Xpressions paper.

Do you face any of the digital ‘myths’ with your customers today? What is the ‘myth’ that you spend the most time debunking?

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