Be Heroes

McCarthy concurs. "Printers can add a tremendous value by finding ways to bring the latest thinking, the latest technologies, and the latest possibilities to the brand people," he says. Sort of like being a conduit? LiBrandi thinks so. "The biggest thing is always having a conduit of information for how their technology is advancing," he adds. "And it's not just the newest thing that comes out on the market they can suddenly do on a press or on a folding machine. Sometimes it's just making us aware that all the tricks in the past that used to be expensive or cost-prohibitive, and only used for high-end products are now more economical so we can use them on an array of products."