Digital technology is changing the competitive landscape of the commercial printing market. Prices for digital color pages are falling below offset printing prices, and companies who fall behind in the shift to digital printing are at risk. Smart business practices, like knowing your specific capabilities, building strong relationships with your customers and targeting their needs, are necessary to thrive. This means building distinct value offerings for targeted segments such as advertising, collateral and booklets. This month we define and demonstrate the benefits of taking a customer-focused approach to marketing your print services.