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Most print buyers I know are also asking, “What is a more appropriate, more contemporary job title?” I have no answer yet. Most of them do more than buy print. Actually, most print buyers don’t even have this title; although two out of four people on my print buyer panel two weeks ago did.
Are they business communications experts? Sourcing specialists? Should they be called media buyers? Business media buyers? Should “buyer” disappear altogether? It’s a tough call. Certainly, they want to and need to educate themselves about newer media.
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