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"In many cases a new buyer goes to someone else to design ads, then they send the files to us. Basically, everything has already been thought out before we get it."
In terms of run lengths, McAleavey reported that they tend to be smaller—18,000 to 25,000—since the trend is to streamline distribution to more targeted audiences. McAleavey conceded that in the past a lot of commercial print work was sold through regional directs, causing some hesitance among independent distributors to go after their accounts.
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