Printing & Copying

...an attempt to add some important information about the issues, discussions and concerns facing today’s printing industry.  Bear with me as things may have an ebb and flow to them as we get started.  From time to time we will pull from many different viewpoints, writers and associtions, but I'd like to think that's why we have blogs, to interact with one another and to help define some rare and what may seem like some very peculiar thought processes.

Recently I was reading about some of the issues faced with print buyers.  Margie Dana and Frank Romano from WhatTheyThink.com write that they often have a lack of formal training, low awareness by management about what they do, having limited resources for education and professional development, and more.  I've talked to few now and perhaps they are right.   Noel Ward another writer suggested, "why do we need people who’s job title is “print buyer” at all?  Is the the title on the verge of being relegated to history like those of color separator or stripper?”  He say's he's not being contentious or merely cynical.  He adds, "I used run a massive customer satisfaction program and part of my responsibility was buying all the print–several hundred thousand dollars a year, both digital and offset. I worked with a number of printers who were happy to educate me and help me along. I got comparative bids on everything, asked about better ways to do what we were doing, and made the decisions based primarily on price, service, added value, and relationship–all weighed about equally. On other projects at that firm and in a later job as a marketing director, quality was also an issue along with how well the printer could provide die-cutting, bindery and other services.  While more knowledge on my part would have been useful at times, the last thing I needed was a “print buyer.” I could rely on in-house and external graphic designers to handle things I couldn’t or I’d work with printers I trusted. In many cases, I negotiated better deals than the designers would. Our jobs always came in on time, on budget (we always got multiple bids) and the quality was fine."

It seems that Noel used his ability to understand where his strengths and weakness lied and delegated well when it came to getting a printed piece priced...again this is not rocket science. it still isn’t today, although more knowledge is always helpful.  Still, with so many different people buying print these days, the title of print buyer is becoming meaningless. There’s nothing wrong with this provided –and this is critical– whoever is doing the buying is being educated and informed about how to do that part of their job better. This is especially true for people who may be in a purchasing department and are signing off on truck load of office furniture the same day they are buying $200,000 worth of printing. It also holds true for graphic designers, marketing people and others who, like I once did, have to buy print as part of their job.

Most print has become a commodity, but an educated buyer (whatever their job title) of that print can add value for their employers by finding print providers who can add value to every job. With digital print– especially variable data– buying printing is not just putting ink on a page. This requires both marketing folks and “print buyers” to understand the entire value proposition. That requires ongoing education and resources, no matter what the job title may be. 

Hmmm, perhaps price shouldn't be the final factor!!!