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Do Customers Know What “Wide Format” Printing Is?

What’s in a name? Does the term “wide format” mean anything to today’s print buyers? Avoiding industry jargon in sales and marketing efforts—and especially in one’s online presence—can help attract potential customers who may not be hip to our jive.

By Richard Romano
Published: June 18, 2019


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Richard Romano is Managing Editor of WhatTheyThink | Printing News & Wide-Format & Signage.  He curates the Wide Format section on WhatTheyThink.com. He has been writing about the graphic communications industry for more than 25 years. He is the author or coauthor of more than half a dozen books on printing technology and business. His most recent book is “Beyond Paper: An Interactive Guide to Wide-Format and Specialty Printing.



By Cary Sherburne on Jun 18, 2019

I appreciated your article, Richard. Coincidentally -- or not -- I had a conversation yesterday with a printer manufacturer whose products served the sign & display graphics business but they added textiles capability. And their presentation to the textiles audience was titled Wide Format Benefits or something like that. If signs & display graphics buyers don't know what wide format is, you can be sure textiles people don't either! Plus, all textile printing is pretty much wide format anyway. You are right ... we need to be speaking the customer's language!


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