New print buyers have a devil of a time figuring out which printing company to use. Corporate buyers often "inherit" printers from their predecessors. But other consumers do not: they have to go on The Printer Hunt. They might pick a printer who's local. They might ask friends they use for their printing. Some let their graphic designers handle the printers (and the printing).

Commercial printers can definitely influence new buyers by marketing themselves as specialists in certain industries or for certain products. Sound obvious? Maybe, but as I interview printers for articles or discuss marketing strategy with printer-clients, I'm struck by the sameness of their answers to a key question that I always ask:

"So, what kinds of printing do you specialize in?"