Larger than Life
Ralph E. Wilbur, president of Graphic Litho, Lawrence, Mass., agreed, arguing in times of sluggish sales, visibility and promotion can make things happen. "The bigger, the more eye-catching," he commented.
But remember to research, research, research, stressed Brent McKinnon, vice president of Muskegon, Michigan-based Graphics House Imaging. "Over the last few years, the industry has flooded the market with low-cost, inexpensive printers. But today's current economic condition has caused prices to crash. Many companies are fighting for survival so they're willing to print for nothing," he said. "Wide format as a market will grow, but there are more print providers than ever. Those companies that bought equipment based on want versus need are struggling and, in the process, driving output costs down."