|
Every new company needs to have some printing done,
beginning with corporate identity materials and eventually including a wide
range of products. But printing is technical as well as mysterious to most
consumers. Here are 10 insider tips about buying printing to help guide you
through it. Keep this industry information tucked in your mind as you search
for a printer.
1. Not every printer is created equal. Printers
have niches, depending largely on their equipment. Some do 4-color; others
don't. Some specialize in really long runs (the web printers), and others focus
on short runs, using digital presses. Some print shops offer design and desktop
publishing services; others just print what you give them. The challenge is
finding the right one for your business.
2. There is no easy way to
find the right printer. In the Boston metropolitan area, there are over
800 printing vendors, according to PIA (Printing Industries of America).
Quality, pricing, and services differ from shop to shop. You're basically on
your own when it comes to finding the right one for you. (Think "hit or miss.")
Get professional help or get solid references from colleagues who print the
same kinds of jobs you need.
3. Buy service, not price. Most
printers can print "pleasing" color, or else they'd be out of business. So shop
for service when looking for a printer. With competition so fierce these days,
printers are beefing up their value-added services to distinguish themselves
from one another. The less you know, the more help you'll need from your
printer. Find one who's willing to teach you.
4. Local is nice but
not necessary. As long as your printer delivers good quality at a price you
can afford, and your salesperson is responsive, don't hesitate to look outside
your own back yard for a printer. You can send your files digitally to most
printers anyway, and get digital proofs back. If your deadline is met - who
cares if the printer's in another state?
5. Price breaks don't always
matter. Thanks to new digital presses, you can now print only what you
need. Determining print quantities remains one of the hardest roles of a print
buyer. Be conservative when determining your quantity. Find out how long your
content is likely to remain unchanged, and print only what you need.
6. The devil is in the details. Every little speck of
information about your print job can affect the price and the schedule. A
printer builds each job as it comes in - nothing is off-the-shelf. For each job
you need, provide the printer with detailed job specs early in the process, and
get a written estimate. As specs change (and they will), request a revised
estimate. You're responsible for keeping your printer informed.
7.
The Mac still rules. For optimum printing success, you can't beat Mac
files. The Mac OS is still the #1 platform preferred by printers everywhere,
despite what your IT guys are telling you. Companies mistakenly assume that
Word, PowerPoint, and Publisher programs are easily handled by offset printers,
but these programs were designed for output to a laser printer or color copier
-- not a commercial press. For one thing, you can't separate these files into
colors automatically. They take a lot of extra work, costing you time and
money.
8. Yes, it's business - but it's personal, so find someone
you like. Printing is a service business as much as it's a trade, so start
your vendor selection with the salesperson. If you don't feel comfortable
talking with your sales rep, the relationship won't work. For most corporate
buyers, the sales rep is the printer. Find a person you like and with whom you
can develop mutual trust and respect. The less you know about printing, the
more you need a good sales person. The best salesman will educate you as well
as recommend solutions for your print jobs. You need him as much as he needs
your work.
9. A new kid on the block: dot.com printers. There's
new competition for printers in the form of Web-based printing services. About
40 different e-commerce providers currently engage in printing activity.
Consumers now have an alternative to selecting, procuring, and communicating
with print manufacturers. As corporate buying behavior shifts to the Web, it's
likely to include print buying.
10. Buying printing efficiently
requires skill. . If you can afford to hire an experienced print buyer, do
it. Being successful at print buying is the culmination of years of working
with all kinds of printers, gaining technical knowledge, and keeping abreast of
new printing technology. They don't teach print buying in schools and colleges.
The best print buyers learn from years on the job. Don't assume every graphic
designer knows a lot about printing, either.
Educating yourself about
printing is the smartest first step you can take as you begin your search for a
print vendor. Your ultimate goal should be to develop a long-term relationship
with one or more trusted vendors - why would you want to start this search all
over again? |
Top of page 