It’s a Brave New World

The company recently converted a pair of unlikely customers from analog to digital plates. “One of them prints bandaid wrappers, another prints microwave popcorn bags,” Norton says. In both cases, “One set of test plates was all it took for them to decide that’s where they wanted to go.” While he acknowledges that there is a degree of “force-feeding” new technology to some customers, “Once you’re able to demonstrate that the product is better and more saleable, the case is made. In the end it’s a ‘show-me’ thing. We’ll work with them on the first set of plates. If they don’t like it they don’t pay.”