Digital Printing Technology in Use

Drawbacks

A main drawback to digital printing so far has been its cost: At an estimated $0.25 to $5 per page, it’s generally too expensive for use in prospecting—its extraordinary targeting power normally only pays when the effort is spent to sell high-ticket items to a high-value customer.

Schneider explains, “Cost drivers include the cost of toner—when you look at ink on paper, 40 percent of the cost of printing something might be the cost of paper. In this world, 40 percent is the toner.”