Too Many, Too Small

Of the 12,100 printing brokerages, forms distributors or whatever else you care to call us, more than 95 percent are "lone rangers" or "mom-and-pops"—one or two person home-based firms with average annual sales of under $500,000. Most make no profit and merely maintain the resellers' lifestyles.


The flexibility of print has always been its portability. Anyone can receive, transport, use and store it anywhere. Now, after hundreds of years, there are mobile digital media from Apple to Zoom ready to provide much of the same.

Original Sins of Order-Taking

Since the Beginning, two types of salespeople have roamed the earth—those who take orders and those who make them. The serpent that sold Adam the apple was not a commodities trader, nor was Ezekiel with his wheel, Noah with the Ark or Jacob with his ladder. These characters were professionals in conveying unique propositions and closing the deal. Why then, countless generations later, do so many schlep instead of sell? Most everything, including apples, wheels, arks and ladders, are priced down-to-earth cheap instead of to-heavenly-heights value. Print, in this common era of insidious reverse auctions and at-the-margin price propositioning on the Web, is in