What Posk finds interesting is that for print brokers selling to corporate customers, the printing has become incidental.
"We see print brokers with two broad categories of work when it comes to business cards and brochures," Posk said. "There is commodity, one off, print ready file work ... where price is the driving factor. Then, there is what we refer to as program work. As an example, we just began work for a print broker servicing a Fortune 100 company. The end-user has very specific PMS match requirements on their shells/masters and had quite a few templates that needed to be setup online. Through our paper company we were able to offer a private label stock, with the same specs as their branded stock specifications, at a much lower price. Then we had to do a complete front-end/back-end integration with ARIBA, which they use for procurement. Our local plant was sending technology people out to work with the end-user to make it all happen."