Blueprint for Success
As far back as 5000 BC, ancient cultures used illustrative pictograms to represent concepts, activities, places and events. The same innate human desire for aesthetic appeal, creative expression and clear, effective communication drives commercial printing success to this day. Given the variety of work commercial printers produce—everything from high-end, four-color process advertising pieces to printed letterhead—it’s a difficult category to define.
Perhaps the best definition is one Eric Strom, general manager of Norwalk, Connecticut-based Accurate Graphics offered: “A commercial print shop is one that doesn’t run a store front. Otherwise, if you’re putting ink on paper and selling it, you are a commercial printer,” he said. “As a trade printer, we’re doing work for other printers, brokers and designers, so we see a vast range of projects on a daily basis. On any given week, we are producing stitched books, perfect-bound books, tri-fold brochures, single 8½x11" four-over-zero pieces and business cards. So, it’s difficult to say one size and style is taking over for us now.”
At Timbertech, Harbor Springs, Mich., print jobs include brochures, booklets, newsletters, catalog sheets, postcards, letterhead, business cards, posters, calendars, presentation folders, document holders and various die-cut products. Owner John Phillips noted the trend toward shorter run lengths continues, and the company is also seeing demand for more specialized products, such as the addition of die-cutting or nontraditional-size work to allow a finished piece to stand out. “If distributors learn ... manufacturers’ capabilities and limits, they can tailor their projects to take advantage of a manufacturer’s strengths. This way, they can offer their customers the most creative answer to their print needs, without creating a monster job that is too difficult or expensive to produce,” he said.
Tools of the Trade
To maintain a competitive edge, commercial printers must frequently revamp their manufacturing processes. Phillips reported sales in Timbertech’s commercial division have increased in each of the last five years, and so have production capabilities. “In the last two years, we have added die-cutting, foil stamping, embossing, and folder/gluer capabilities. This was necessary to react to our distributors’ desire that we offer these products,” he explained. “We sell 100 percent through distributors, and rely on their advice on what to offer in our product line. For Timbertech, the most exciting new aspect in commercial printing has been our ability to produce specialized items in a cost-effective manner. This allows our distributors to offer small- and medium-size companies the opportunity to market themselves like a fortune 500 giant.”
Accurate Graphics has also adapted to accommodate market changes. “Many [printers] have not been able to survive the new wave of ‘do it quicker, do it cheaper,’” reflected Strom. “In general, customers are not as concerned with the quality of their printing as they are with cost and turnaround time. It seems the days of being able to drive up to a window, order a burger and a coffee and be on your way in 30 seconds is translating to all parts of our lives. People don’t understand that in order to print, it does take time. But, we have been able to keep up with industry trends and provide our customer base with what they are looking for.”
Accurate Graphics’ expanded production capabilities include a computer-to-plate (CTP) workflow and digital printing equipment, as well as new book-making and folding equipment and additional cutters. “We’re doing anything we can to help us stay competitive in the market as it exists today,” said Strom. He conceded the company made the transition to CTP a little late versus some of its competitors. “Within the last three years, we totally got rid of film and cameras and are going direct to plate,” explained Strom. “A good portion of our business is from the digital side, so we’re constantly investing in better machines. We have a cream-of-the-crop [Kodak] NexPress on the way, and hope to have it up and running by mid April. The quality of product that will come off of [the NexPress] and the ability to [then] also offer variable data, is going to help us grow our [digital] business.”
Although Accurate Graphics’ greatest growth sector remains offset work, the digital side has grown consistently month-to-month since it was added to the company’s portfolio of services. “Our anticipation for it this year is near 40 percent growth. Part of the reasoning for the addition of the NexPress is we have customers with work that is economically advantageous to this style of machine, and we have commitments from them to run these types of jobs,” predicted Strom. “[The] digital side is going to come close to matching our offset side within two or three years.”
Strom explained that, as a trade shop, not one of his customers constitutes greater than three percent of the company’s total business annually. As a result, a particular customer cannot demand to have a job taken off press so his or her’s can be run. “At the same time, someone can say, ‘Look, I need this done, I have the files now and need it tomorrow.’ Many times we will turn work away because we can’t meet that type of schedule. [Several] of the investments we are making are moving [us] toward that ability to turn things around quicker and compete with Internet-based print shops offering quick turnaround.”
It’s Only Natural
Besides altering manufacturing capabilities, printers are increasingly responding to sustainability initiatives across the marketplace.
“We’ve added chemical-free, digital pre-press equipment ... to be as environmentally friendly as possible. Th[e] state-of-the-art digital pre-press equipment, combined with our automated offset presses, gives [Timbertech] the best price/quality recipe for growth with our distributors,” noted Phillips. “We also have received more requests for “green” work. Many of our distributors report their customers [have] a certain portion of their marketing dollars allocated to use companies that are green sensitive. Timbertech uses only those paper companies that are certified.”
Strom commented that Accurate Graphics is getting customer inquiries on a daily basis as to what kind of paper the company uses, and the amount of recycled content. And, with the growing interest, the green movement creates all sorts of opportunities for distributors to work with customers. As psda President Bob O’Connell pointed out in the State-of-the-Industry introduction, it could lead to distributors being more involved in the creative aspect of commercial print work, instead of simply being relegated to the printing-only commodity sector.
Strom agreed. “As a former print salesperson, I know selling the creative process is important,” he said. “Maybe a mom-and-pop [business] promoting a fishing camp doesn’t have the resources available to afford a designer to help them with want they want to accomplish. If they take it upon themselves to create something, it may not be quite up to standards. Distributors have to be able to establish themselves as a benefit or a partner, offering above and beyond what [is expected]. Once you become a useful tool, customers will come back and use you again.”
- Companies:
- Accurate Graphics
- Timbertech