I overheard an operator running a brand new offset press remark that it was actually no harder to operate than the big photocopier down the hall. He just keep it fed with paper and plates.

He was only needed when things went wrong, which wasn't that often. He said most issues today were still back in prepress, with customers or files.

So, it's clear that new technology has certainly helped operations simplify previously complex chores. Have less-skilled or lower paid staff operate new systems could help owners too. It fits in with Dr Joe's philosophy to install new technology to lower costs. Remain Competitive. Remain in Business.

But what are the factors salespeople can take to market? The old one of having new systems produce better quality doesn't wash any more. It's all about speed or cost improvements. According to numerous customer surveys, quality is now in a distant third place.

So, that's the first lesson. If you've got a new (digital or offset) press, focus first on the customer service improvements. Bring up quality in the 5% of cases that's it is relevant to the client. In fact, because all owners of new presses press brag about quality, some customers have tired of it. It can sometimes work against you. (It's a bit like my dear wife who nags me about certain things. I know she's right, I just don't want to hear it).

For those of us that have spent a good part of our working life looking at print through a magnifying glass, (literally), it's a tough thing to accept.

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