The True Cost of Digital Colour Printing was written by former Edotech director James Shand and Chris Martin, formerly at Moore Interactive Marketing Solutions. The publication has backing from HP, Xerox, Kodak and the BPIF.

Based on 180 online surveys and 15 face-to-face interviews with print companies, the survey found that there was a high level of optimism that the market would develop but specialist skills still need to be enhanced.

"There is still a way to go," said Martin. "Around 90% of respondents are gaining the new skills needed by training existing staff. It indicates that there is a shortage of skills available, particularly in sales and marketing. But there are a number of companies out there that have grasped the nettle."

Martin also noted that respondents were viewing Europe as an increasing threat.

"The Europeans are taking a longer-term view on the digital market but are utilising more variable data and longer runs," he said.
Follow-up surveys are to be published soon, focusing on individual sectors in-cluding transactional and direct mail.

"The UK market is potentially one of the most creative in the field of digital colour but has not always capitalised on the array of available technology to provide effective business solutions," said co-author Shand.

The 167pp report is available from www.syntax121. com and contains more than 70 figures and illustrations. It can be delivered in PDF format or as a perfect bound hard copy at 925.