They work in a dynamic environment. And, their volume is not sufficient enough to afford the extensive costs associated with high-end offset printing, yet they want quality beyond second generation copies. In my opinion, we do it by establishing partnerships. Link yourself with a partner, each of you providing specialized services to meet the needs of the customer. To be successful in business, you simply cannot be all things to all people.
Capital investments are too great.
In our industry, we will continue to see a need for high-end printing. Advertising pieces, annual reports, and marketing materials all continue to require the offset press. Web presses and 1-6 head presses will continue to have their specific niche. POD has its niche as well. For example, when an offset house is asked to print a million copies of an annual report, they are often asked for 50-100 proofs so that many people can view it before such an investment is made.