It's Like ‘Totally' Digital

pP: How has this technology changed the relationship among print buyer, separator, and converter?

BH: "In the packaging industry, brand globalization has had more impact on business relationships than technology. Ten years ago, most of our work came directly from printers. Rarely did any single printer produce all the elements of a product line. As the need for universal brand consistency grew, the print buyer gradually assumed control over the graphic reproduction, or prepress, process. Today, only 50 percent of our work comes from the printers; the other half is bought directly by the end-user."