Heidelberger Druck, by contrast, charges a flat fee-for-service, which can be cheaper for most commercial printers and less hassle.

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"We have a clear customer focus, which is: People who want to make money in print, " says Bernhard Schreier, Heidelberger Druck's 47-year-old CEO, over breakfast at the art deco corporate cafe in Heidelberg.

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But Heidelberger Druck has a comfortable market share of 40%--twice its nearest rival--of the machines that are responsible for printing such things as Vogue's fashion layouts and unlit Coca-Cola signs (and the European edition of this magazine, too).

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