Work with Commercial Printers to Get It Right

Reprinted with permission from Women's Business Boston

Every business of every size needs commercial printing. But the process of buying printing can be highly inefficient. Why? Materials are prepared incorrectly for printers; inappropriate suppliers are selected; and/or the wrong printing process is used for corporate printing materials. Unfortunately, many corporations don't question printing-related expenses because results aren't easily measured. As a result, companies often waste tens of thousands of dollars every year.

In Massachusetts alone, there are nearly 1500 printing companies. Most are general, commercial printers; however, some are specialists. In fact, they are not all the same, which adds to the confusion. Determining which suppliers are most appropriate for your firm requires research. The following guidelines can help create an efficient, successful relationship with your printer.

Make it personal.
The key to a successful corporate printing program is developing strong partnerships with your suppliers. Since most printers can produce good quality printing, what differentiates printers is a combination of added value and services. By taking advantage of your printers' technologies, you benefit from their investments and expertise.
Prepare your materials carefully.
Today, over 90% of print jobs arrive at the printer's digitally. Whether you work on a Mac (the preferred platform) or a PC, have a conversation with your printer early in the process. How you create or "build" a print job will impact the finished piece as well as the price. The two biggest problems with customer-supplied files are fonts and color management. Do not wait until your file is ready to send to a printer before asking questions.
Be specific about your projects.
Every detail about a print job affects the final price: the format, number of pages, quantity, inks, paper, folds, and so on. Put someone who's detail-conscious in charge of your printing. Just a fraction of an inch can save you thousands of dollars on a print job - or cost you that much more. Remember: printing is customized manufacturing.
Printers have niches.
Based on the equipment they have, printers are good at different kinds of products and different quantities as well. Not all printers do 4-color printing. Once you know the range of your corporate printing needs, search for suppliers who can deliver just what you require.
Be clear about responsibilities.
Clarify what your role is vs. the printer's. Print customers need to communicate their specs, their expected delivery date, and any changes in the production schedule to their printer. Unless a printer is typesetting a job, the customer is responsible for proofreading. Another critical customer task is reviewing and approving a printer-supplied proof. Make sure you understand what to do with a proof when you receive one, and when you need to return it to the printer in order to meet your deadline for the final delivery.
Keep up with changes.
The printing industry has changed drastically this past decade. New digital printing technologies bring more options and better quality than ever before. Unlike offset printing presses, digital presses can print short runs cost-effectively, and they work at lightning-fast speeds. Even 4-color jobs can be produced beautifully on the new presses. The craft has been bumped up to a whole new level of excellence.
Don't buy by price alone.
Instead, focus on the benefits that come with new printing capabilities and services, as well as the overall cost savings of having a well-managed corporate print-buying program in place.