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Printers cope with digital onslaught

Growth in collateral

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Some printers are hoping to replace lost revenue by offering the printing of collateral items.

“Now is an excellent time to gather all the printing you do and sit down with your printer to see if there is a fit with any of their facilities and how it could be leveraged to lower costs overall,” Elsener said.

He also suggested that anyone involved with a new print contract negotiation should include collateral printing in the deal. “If the printer has many types of plants [commercial, digital, direct mail], offering them this additional work will likely make you a more attractive prospect to the printer and may help drive the pencil-sharpening in any bidding,” Elsener said.

However, there can be a downside to using your printer for collateral printing. “We continue to struggle getting our magazine printer to do more collateral printing for us,” Hammerbeck said. “They can certainly do the work, but they have not been as competitive as commercial printers. It appears to me that publication printers either have too much overhead or assign too much of their overhead to collateral jobs. Publishers can save a lot of dollars by using a variety of printers that specialize in producing collateral materials. It is more work, but well worth the time.”

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