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Special FX: specialty services allow printers to be all things to their customers, while beefing up invoices.(Cenveo Color )(Cover Story)

Commercial print firms are expanding into "specialty" offerings. Everything from pop-ups to shelf-talkers, cosmetic samples to lenticular images, security printing to luxuriously converted decorative items (e.g., highly decorated book components and specialty papers) and wide-format prints are among a growing list of complex offerings.

"In the past three years, specialty printing has doubled in business," says Dennis Collins, sheetfed pressroom manager at Cenveo Color Art, St. Louis. Two factors drive printers into this field: a push to stand out in a commercial sector crowded with commodity printers, and a goal of adding value to the print medium.

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