Today, I kick off a special series of Tips for people brand new to sourcing print: Print Buying Made Simple.

In today's Tip, you'll learn about the professionals ready to help you. It is absolutely the very first thing you should consider, because getting something printed well and to your liking requires expertise. Unless you have it, you must work with someone who does.

You have lots of choices.

1. Buy your printing online.

   There are many excellent ecommerce printing sites that make it easy for you to order materials online 24/7. Names that come to mind include www.Printingforless.com, www.vistaprint.com, and www.48hourprint.com, though there are many, many more.

   These sites offer a variety of products that you can customize by using their templates. You can even upload your own graphics. I have used these sites myself and love their easy functionality, real-time price calculations and their convenience. The quality of products I've purchased online has been excellent.

   Recommended for simpler products such as stationery items (letterhead, business cards, envelopes), notecards, postcards, promotional items, etc. Such "commodity" type projects are perfect for ecommerce sites. You get tons of options, and jobs get printed very quickly.

2. Work with a graphic designer.

   Most graphic designers design for print, but you need to be sure. Don't assume every designer works with commercial printers. Some only design for the Web.

   Even though you (or your child) may own a Mac, unless you have the technical expertise and creative skills to build print-ready files, get thee to a designer.

   Designers typically work with one or more printers and will get estimates for you, recommend which printer to use, send the job directly to the printer, do a press OK if warranted, and, in general, manage the production process on your behalf. The designer acts as your professional agent with the printer.

3. Work directly with a printer.

   Most corporate print buyers (including agency buyers) work directly with print manufacturers. For companies with steady/significant printing needs, this is the logical and practical path to take (see #4 and #5 as well).

   The challenge lies in identifying the most appropriate print manufacturer/s for your needs. Every printer is different. It is a highly competitive industry, with over 30,000 commercial printers in the U.S. alone. Pricing will vary, as will specialties, quality and service. (The current economy has driven prices downward at the moment. The phrase "printers' profits" is nearly an oxymoron.)

   By the way, many printers have designers in-house, or they work with graphic design firms, so if you don't know a graphic designer, ask your printer.

4. Work with a print broker.

   Another option is to work with someone who works with (not for) different print manufacturers. Traditionally, such firms (or individuals) are known as print brokers, although I get into hot water when I use that term.

   Brokers differ from printers in one key way: they do not own printing equipment. They are not employed by a particular printer. Rather, they work with (or represent) several manufacturers. I think of them as print sales reps who have a broader reach.

   As a customer, you will notice no difference working with a print broker vs. a print sales rep from a particular firm. Your broker should assume all of the same responsibilities a print rep would; that is, he or she will manage the production of your job, get your estimates, do your press OK (if warranted), troubleshoot, and in every way make sure your job delivers as expected.

5. Work with a print management firm.

   Print management firms are not well known yet in this country, though they have long been a part of the UK's printing landscape.

   These firms specialize in business process outsourcing. Print sourcing is just one of many services they offer.

   Companies hire print management firms. They might choose to have a PM firm handle all of their print procurement, rather than have in-house experts.

   An individual who needs some printing done would not seek out a print management firm.

6. Work with an independent print production expert.

   You may be lucky enough to know of an individual who has significant experience as a professional print buyer or print manufacturer. These days, I'm seeing more and more individuals hanging up a shingle, as it were, due to plant closings and print buyers being laid off. Such pros will be harder to find. Let's hope they are promoting themselves in your neck of the woods.

   You have to do some sleuthing to find them on a search engine. Try searching on the following terms: print production specialist, print consultant, print buying expert, etc.

7. Work with the printing/copying centers in the "big box" stores.

   Printing is so much fun that everyone wants to get in on it. If you visit one of the large office supply stores, you'll see that they offer printing services, too. Staples, Office Depot and Office Max all offer these services.

   These retail centers are perfect for consumers and small business customers. They have digital presses and other equipment on the premises and send out work that requires offset printing.

These are the seven different options you have when starting out as a new print customer. Each has its pros/cons, and each is appropriate for certain situations and projects.