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P+P: What do you expect to be some of the biggest challenges the industry will face?
RR: I think that the biggest challenge is changing the way the industry markets itself. Print providers are not used to marketing themselves properly. Ten years ago, if you had printing equipment, even without any marketing, the equipment was enough to get jobs coming in and create a profitable business. Today, the industry needs to realize that it needs to market itself and supply its customers with great customer service and technologies in order to keep the business going.
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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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