Jeffrey L. Hengsbach has 28 years in the printing industry. For 20 of those years with Standard Register (Business Forms) in various sales, sales management, national accounts, and marketing positions. He spent 2 years with Electronic Label Technology (software, printers, and labels) as Business Unit Manager for 2/3rds of the country. He has been with Milwaukee based Visual Systems Inc. (VSI) for 6 years as vice president, of human resources, information systems, digital production/workflow, marketing and sales.

VSI does over $20 million in annual sales and has experienced rapid growth with strong cash flow and profitability. The company is privately held by John B. Burg, President and CEO. Daily operations are run by two vice presidents - John Krupo – who handles finance, manufacturing, scheduling and purchasing and Jeffrey L. Hengsbach

VSI moved into a new facility two years ago, and more than doubled capacity. The company sought out the latest technology including the largest collator in North America, custom designed automated marrying lines and more.

Jeff, We mentioned some of the investments made by VSI when you expanded. What other equipment did you acquire?

We purchased complete digital workflow, including such things as the fastest Macs available, PDF, archiving and retrieval, direct to plate, and direct to press, FTP, T1, and remote proofing technology. We also purchased new presses and we just installed a third generation of digital presses. We are the only ancillary supplier to publishers offering offset digital technology. In the finishing area, we have a new die cutter and perfect binding system.

What about your employees?

Most of all, we have invested in our associates. We are a team-oriented, flat organization that relies on its people to make great decisions to serve the customer. We were recently honored by Printing Industries of America (PIA) as one of its "Best Work Places in America," and "Flexible Staffing" by the Business Journal Serving Greater Milwaukee. These types of awards, the growth experienced through our customers, and our profitability are our testimonials.

What investment plans do you have for 2001?

We have increased our computer to plate capacity through an equipment upgrade. We have purchased additional Mac equipment along with additional memory. On the drawing board, we are considering new offset presses and finishing equipment.

Have your primary suppliers provided good service with all the transition?

VSI believes in close and candid communication with our supplier partners. The only way we both can benefit is to work closely together to problem solve and add value for our customers. We will then be able to pay our suppliers well and we will both benefit in a long-term relationship. Our suppliers must also help keep us abreast of the latest technology and how it’s applied.

As a publishing company, what trends do you see and how will eBooks and publishing affect VSI?

We support the book building segment of the educational publishing market. This segment will continue to examine real growth over the next several years, even after the impact of technology such as e-books and the Internet is factored in. But here is the important premise: the whole print market is changing - and will continue to - so fast that those who are simply printers will not succeed in the future. Print media must now be packaged, fulfilled, provided through e-commerce, distributed, bundled with other services, or promoted through some other value-added channel. It can no longer stand on its own.

You have seen the news of late with all the problems in the e-solution space. Who will succeed?