Russ Herman

Plastic products can be a lucrative niche for those who know how to approach it. It's almost always more durable than paper, is usually nicer to look at and has a higher perceived value. The profit margins are generally higher and there are fewer of your competitors selling it than you may realize. The material is plastic—and while it's not always an easy sell, it can be well worth the time invested for distributors willing to learn the ropes. One of the keys to profiting from this material is knowing how the product will be used. Russ Herman, general manager, Allegheny Printed

New and old uses unite to expand the market for plastic cards. Plastic cards are breaking the mold. From artistic attributes—including oil-stamped logos and holograms—to out-of-the-ordinary shapes and multi-purpose designs, plastic cards are growing not only in diversity, but also in popularity. "People are adding a lot of things to cards," said Jim Brown, vice president of sales and marketing, Plastic Printing Innovations, San Diego. For example, instead of the typical four-color process, clients want silkscreen, pms color and foil stamps. "We've had a lot of interest lately in using card and key tag combinations in retail loyalty applications," noted Jerry Sumner, director