Shop Around
Print buyers want the most for their money—can you offer the best bargain?
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Unfortunately, the situation isn't as cut-and-dry as the industry would like to imagine. One problem Dana mentioned she is aware of is how few professional buyers rely on print distributors/brokers. She clarified, saying: "print buyers equate print distributors with print brokers, and I would agree with them. If your company owns printing equipment, you are a printer. If you represent companies that own equipment and sell their products/services—plus manage projects for your customers—you are a broker. The term 'print distributor' is not a common one." A fact which may be surprising to those who identify themselves as "distributors," she confessed.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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