James Dalton

Competition among insurance companies is fueling marketing efforts, forcing in-plants to turn out more four-color work than ever. Insurance is a huge market. Its providers make up a major portion of Fortune magazine's annual Fortune 500 listing, with giants like State Farm and Prudential ranking in the top 20. Behemoths like these know how important quality marketing materials are to their businesses, and many of them turn to their in-plants to get them. Because of the competition among insurance firms, these materials must be eye-catching and colorful, a fact that is bringing more color printing work into these in-plants. "Color will sell things

Do you need new equipment? Keep records, do research and network. Only then can you get what you need. "SHOW ME the money!" A single, colorful line might work for a football star in a movie (Jerry Maguire), but an in-plant manager requesting funds for a new purchase must work like a galley slave to be shown something other than the door. The justification process must start before you even know you need equipment. It must be a daily task involving obsessive record keeping and reams of research. It must not go on in secret. Rather, the higher-ups should be kept

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