Frank on The New Print Buyers: Who They Are, What They Want, and What You Should Do
Frank Romano reviews a recent report from Margie Dana and John Zarwan on the "New Print Buyer".
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Discussion
By Pete Basiliere on Jan 16, 2015
In my experience the world of print buying has split into two: buyers who know little about print and buyers who are experts at buying print.
The latter are agents in companies for which print has a declining or a small role in their operations and marketing - broadly speaking many small and midsize businesses, manufacturers, etc.
The former are agents in companies for which print is critical to their marketing - consumer goods companies, hospitality, print media, etc. These people know how to buy print, know papers, know analog and digital printtechnologies because the quality and uniqueness of their company's print and packaging actually help sell their products.
Hopefully the report does not paint all buyers with a broad brush but provides advice on why printing companies need to market to and support buyers with different levels of expertise, and how to do so.
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