Boston Print Buyers - The Top 10 Print-Buying Secrets Every New Company Should Know

The Top 10 Print-Buying Secrets Every New Company Should Know

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.

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.
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.
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.
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?
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.
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.
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.
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.
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.
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?