Claire Gibbon, head of graphic design and production at Boden, told the audience that the company's recent digital trial had affected her team's love affair with litho print.

Her presentation gave the amassed printers a 'warts-and-all' account of buyers' perception of digital print, as well as an insight into the challenges and results of the digital trial the company ran earlier this year.

Meanwhile, Iain Moring of PrintWeek's Digital Printer of the Year, Screaming Colour, gave his top tips on how to market and sell digital print to what can sometimes be a sceptical audience.

"One of the most common reactions we get when we show buyers samples of what we can do is: 'Are you sure this was digitally printed?'" he said.

Michael Burman, founder of FE Burman, then explained why the crossover point between digital and litho print is shifting in some instances as buyers seek to take advantage of more targeted mailings.

He also warned printers that they must take a more consultative approach with their clients, as experts on communications, rather than experts at putting ink on paper.

The event, which was supported by HP, marked the first of four Digital Opportunity Breakfast Briefings, with the remainder set to take place in Manchester, Bristol and Edinburgh in the New Year. For more details on the free events and to reserve your place, click here.