Pity the print buyer who dismisses all print brokers as unnecessary, unqualified . . .or worse.

I didn’t use brokers when I was a corporate print buyer. Back then, I was cocky enough to think I didn’t need them. I couldn’t see any value they added to the process. I worked with printers through their salespeople. Period. End of story.

But in the past two to three years, I’ve come to realize how valuable a good print broker can be to a buyer, especially a buyer who doesn’t have a lot of experience, as well as one who purchases so much printing, of such a wide range, that he or she can’t possibly keep up with what local printer does what. Add to that the reality that printing is getting more and more complicated, thanks to digital technologies, and you begin to see why print-buying requires ever- expanding technical knowledge.

Remember, commercial printers usually specialize in certain types of products, based on their equipment. They have alliances with other printers to handle what they cannot. This is called outsourcing. It’s done all the time, whether or not the buyer knows it.

So when it’s put in this perspective - why is working with a good broker any different?

Mind you, anyone can call himself a print broker, so buyer beware. 

In my mind, the best brokers are experienced in the manufacturing process: they’ve worked in print shops for a long time, not just on summer vacations. They have a history in the region. They have a client list and references that speak to their credibility. They’re responsible for EVERYTHING on a job after you give it to them: selecting paper, scheduling, showing you proofs, troubleshooting, doing press checks, monitoring delivery, the works. 

The best brokers can also offer you suggestions for saving money. They know all about paper and ink and the dozens of presses out there today, both offset and digital.

In short, they’re experienced, technical experts who represent many printers. They are agents.

So don’t be so quick to dismiss all brokers. Check them out as you would a print salesperson. Interview them, find out how much they know about the manufacturing process. Get a sense of how deep their knowledge is, and determine where their responsibilities begin and end.

If the term print broker has negative connotations, maybe it’s time to change the name. "Print agent" has a nice ring to it.