There is a great myth in the field of "channel management" that every dealer, reseller and distributor in the digital imaging field knows all about. It is this. There is no "channel". There are only companies and people in the business of selling digital imaging products and services to companies that use them. And, since there is no channel, there is no such thing as "channel management." There are only business relationshipswith the people in the business of selling digital imaging products and services.

The myth of "channels" and a science of channel management were carried over to the graphic arts field from the computer industry in which a massive explosion of production and demand occurred over the last 20 years. This explosion occurred so rapidly and has continued for so long that many of us have not had time to appreciate its wide ranging impact on our businesses.

A plethora of businesses - which became known as the "channel" - grew up to take the new computer technology to this ever-enlarging market. The distribution policies that emerged in the computer business were shaped by this explosive market growth. Unfortunately, they became codified like laws of nature and migrated to "mature" markets that are not characterized by such growth. On the digital output side, including the printing industry, these policies are wholly inappropriate and have caused much conflict and loss. It is time to challenge them and uncover the myths on which they are based.