According to survey results released yesterday and conducted by Margie Dana, printing industry expert, and industry consultant and researcher John Zarwan, most print buyers would like more help from the paper industry and desire more information about changes in the industry. In addition, they would welcome more educational information to help them in their roles as paper specifiers. The findings indicate that most buyers currently rely on their print partners for information about paper and the paper industry.
The 33-page report, which involved nearly 200 professional print buyers across the country, is called "Print Buyers & the Paper Industry: Who They Rely on, How They Source Paper, and Where They Get Their Information." Data collected in this study reveal additional findings of interest to the industry. Some buyers report that they have difficulty specifying paper for digital print jobs, which is primarily due to the fact that different equipment has different paper requirements.
Other insight reveals that print buyers go to a wide variety of sources, both online and off, to gather paper information, and they would welcome more events and resources stemming from the paper industry and addressing their specific needs.
"This report suggests a tremendous opportunity for the paper industry as well as commercial and printers to work more closely together in educating and informing professional print buyers," noted Zarwan.
The study suggests that print buyers get their professional paper education in a catch-as-catch-can manner; they rely on many sources for information on paper industry changes, and emphatically want more information directly from the paper industry.
"Print buyers want more attention from the paper industry. They miss relationships they had with spec reps and are ready to embrace targeted educational efforts about commercial printing paper," Dana added. "It's a challenge that, if met, will reap the paper industry major benefits. Since almost every print buyer specifies paper, there's an enormous opportunity to serve them and influence their paper choices."
