A Chat With David Isham, president/CEO, National Roper’s Supply

I remember talking with the first few printers, and the idea of producing everything digitally was unheard of. I hated the film processing charge at the end. You take the catalog and produce all that film to print the catalog. I didn’t understand the need for that when all this digital technology was out there. We searched around until we found a printer who would do our stuff digitally. Ten years ago, printers were just beginning to do that. Now everything is that way, but I remember talking to photographers and printers who would just laugh saying, “That digital stuff is never going to replace film.” But it did. Anyway, we were able to produce our catalog very efficiently in-house.