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The Price Is Right
Wells noted that the distributors he does business with offer commercial printing to their customers as a one-stop-shopping solution. However, this might not offer distributors the profit-boost they're expecting.
"Don't sell on price," cautioned Wells. "With the overcapacity in the industry and the rate at which printers are closing their doors, you can be assured that there will always be a lower—sometimes much lower—price out there." He added that as recently as two years ago, it was common for distributors, mail houses and ad agencies to mark up print pricing 10 percent to 20 percent. But, current economic factors have greatly reduced those margins.
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- Companies:
- Peninsular Printing
- Places:
- Worcester, Massachusetts
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