What's it like to live in the "real world" of digital printing? Three converters revealed their ups and downs with the technology during a CMM conference session April 15 sponsored by Converting. They also provided hints on making digital a business success for labels, flex packs and POP displays.

Some portion of the worldwide market for printing is destined to be fully digital, says Patti Williams, consulting partner with IT Strategies, Hanover, MA. Williams led off speakers at the conference session, describing current and future digital applications.

"Digital printing is penetrating dozens of new markets," Williams says. "Advances are allowing for printing on a wide variety of substrates, and crowded digital markets mean manufacturers and integrators will develop new products for new markets."

Bob Scherer, vice president and founding partner of CL&D Digital in Delafield, WI, described his company's use of the HP Indigo Webstream ws2000 digital-offset press. CL&D Digital has used the system to print packaging for snack food, confectionery and bottled-water packaging customers.

Scherer says there are two types of digital-print buyers: non-crisis and crisis. "Non-crisis buyers are predictable and can be counted on for regular business," he says. Their work can be scheduled weeks or even months in advance. On the other hand, "Crisis customers are more delivery-focused. Pricing needs to be a good value, but need not be cheap."

Scherer does warn, however, that if a different technology is a better fit for the product, do not go digital.