A print program is a business process that generates demand for print in a recurring manner. The print is a component of a larger business process. Print businesses who can lock customers into programs vs. individual jobs have a more stable revenue stream, are less likely to get displaced by a cheaper vendor, and often don’t have to compete on price. 

Common examples of print programs are recurring marketing campaigns. For example, direct mail sent to every customer who makes a purchase. The printers who are successfully winning print programs typically deploy software in order to facilitate the capture of the print demand.

Print programs are so compelling to print sales representatives because they immediately start computing their recurring commissions. This exuberance often leads them to want to get the deal won at any cost, which is normal. Because most printers have not properly adjusted their commissions programs to include software, the software that enables the print program is the first thing to get discounted (often 100% discounted).