The extreme humidity in the air isn't just the weather, you know; it's partly due to the sweat pouring out of thousands of print production specialists being pressured to produce more with less. More powerful print campaigns, more cutting-edge designs, more targeted pieces, more tangible ROI, more pizzazz than competitors' materials, more pressure on printers to deliver faster - with less money in your marketing budget.

I wonder how new corporate print buyers and marketers are doing? If you ask me, there really aren't many significant changes you should be implementing in your print sourcing practices during this recession.

Regardless of your budget or the state of the economy, I'd offer the same advice, such as…

1. Select print partners carefully, as they offer different services at different prices. Find printers who have experience in the types of products you need. Ask them outright. Keep in mind, though, that most commercial printers can manufacture pretty much what you need. Their equipment (press sizes) dictates what products fit best. With experience and attention to equipment capabilities, you'll start to appreciate how presses differ.

2. Get recommendations from other buyers/designers who produce similar types of products. Ask about pricing, service, problems, and if deadlines are met.

3. Have a clear idea about what you want before you go searching for a printer. The more details you can provide to a potential printer, the better the estimate you'll get.

4. Printing is global. You don't have to stay local unless you prefer to, and there's nothing wrong with that.

5. It's not fair to ask for a price (estimate) without giving printers a lot of detail. Job specifications ("specs") determine the price. You wouldn't ask a builder to quote you on "a house," would you? Nor should you ask a printer for a quote on "a newsletter." (I have other Tips on compiling good specs. I will reprint one in a future Tip.)

6. Paper is the biggest cost factor in a print job. Choose your paper carefully.

7. Consider how you'll distribute your printed material early on in the sourcing process. Most especially (and I speak from lots of experience), if you plan on mailing the pieces, you've got a lot to think about: schedules, post office regulations, designing for mailing, USPS rates/costs, mail lists, mail houses, fulfillment, and on and on. If you don't have on-site mail expertise, work with a printer who does, or find yourself a mailing expert.

8. Don't expect printing to be done overnight.

9. Determine what matters most to you. This will differ from job to job. Maybe it's delivery date. Maybe it's price. Maybe it's print quality and a "wow" factor. Let your priorities guide you when selecting a printer - and share your priorities with that printer.

10. Don't put all of your eggs in one basket. Most corporate/agency buyers work with 5 - 7 printers.

11. Because there are thousands of printers, find one who can offer you more. I favor printers with creative ideas, lots of experience, someone who's current with the technology, and definitely someone who understands what my business is all about. Be comfortable with your sales rep. He or she should be a terrific resource for you.

Here are a few footnotes for sourcing print in this recession:

1. Printing prices are at an all-time low. Competition is so fierce, they're practically giving it away. Don't expect them to. Printing is taking a beating from lots of places: other printers, ecommerce printing sites, off-shore printers, and newer digital media that's replacing print.

2. The printing industry is contracting. Many firms have shut their doors in the past 12 months and more will follow. That's another reason not to put all of your work in one place, no matter how much you love your printer.

3. Consider going digital if you haven't already. Digital printing is newer technology (relatively speaking) that offers customers short-run, fast-turnaround printing. By short run, I think of 5000 pieces and under. (It depends on a few factors, like format.) At any rate, if you are printing less, you can work with a printer who offers digital printing (as opposed to offset printing). Today, many printers offer both. You can personalize your jobs with some digital presses, too. The quality of digital improves constantly. Plus, you can get delivery in as little as a few days. Sweet!

4. Printing as an industry is evolving. Some printing firms are changing from being "just printers" to offering you broader services as well - like integrated marketing, email marketing, database management, and mailing/fulfillment.

5. Company names are changing. The word "printing" is disappearing in many cases as firms rebrand. Personally, I find it difficult, at times, to figure out what a company does. That can't be a good thing.

6. Get involved with a print buying or print production organization. Learning what your peers are doing is a fantastic way to grow in your role and find answers to specific questions. Consider attending our annual print buyers conference this fall, where you can mingle with professionals from across the country.

7. Keep up with industry news about printing, paper, mailing, and the advances of social media in corporate marketing departments. The most respected and successful print buyers don't work in a vacuum; nor should you.

These are just some of my ideas for sourcing commercial printing wisely in this economy. I'm sure you have ideas to offer. Please weigh in on the Comments section.

©2009 Margie Dana. All rights reserved. Your comments are encouraged. You're free to forward this email to friends and colleagues. However, no part of this column may be reprinted without permission from the author.