Ahead of the Curve

Converters pursuing a complete digital workflow, however, may have to be prepared for some bumps in the road to return on investment, contends Markens. "Any digital technology makes sense if it drives costs down, but it's tough if a converter has to spend time and money to debug a new investment."

The route to a profitable new market niche may also be a little unclear. When asked to identify the hottest end-use markets for the carton segment, respondents to packagePRINTING's 2001 Folding Carton Converters Survey did not indicate a single strong contender. Rather, 24 percent cast support for specialty foods; 24 percent gave the nod to CD/computer games; and 21 percent rallied around nutraceuticals. In 2000's pP survey, converters gave CD/computer games' growth potential a commanding lead over other markets.