Pictorial Offset: Putting the Sun to Work

The Pictorial Offset exec team of (from left) Donald, Gary and Lester Samuels.

An operator loads paper into Pictorial Offset’s Xerox iGen4, which is a focal point of the company’s digital strategy.

Register adjustments are entered into the QuadTech monitor on a Goss Sunday 2000 web press.

Action in the Pictorial Offset mailroom is quite brisk, as the company processes millions of pieces each month.

“Basically, we believe that the amortization of the loan will be paid off in about 11 years,” he says.

An Era of Change

The previous 11 or so years were also marked by change at Pictorial Offset. The company has evolved significantly since the 21st century got under way, broadening the solution set it offers clients. One of the strongest examples of this was the 2001 debut of Pictorial Mailworks, which handles data processing, mailing and fulfillment.

“We were able to offer our clients full-service solutions to problems or inefficiencies in their businesses by being able to process their products, mail them and get them to market faster than anybody else could,” Donald Samuels remarks. “For example, when a large automotive client started offering zero percent financing, we were able to start mailing their campaign within 24 hours of receiving the artwork.”

Pictorial Offset certainly has come a long way since it was taken over in 1938 by Harry Samuels in lieu of a debt payment. Today, two buildings, totaling 200,000 square feet, play host to its 150-plus employees. The firm’s sales were skewed in 2012 due to Hurricane Sandy (see sidebar)—a storm that tested the mettle of Pictorial Offset’s leadership and employee ranks.

Although the company serves a number of market verticals, some of Pictorial’s larger market sets include pharmaceutical (it manufactured roughly 185 million package inserts in 2012), telecommunications, health and beauty, cosmetics and insurance. Pictorial provides specialized products for most of the sectors. On the telecom end, the printer produces B2C materials ranging from free-standing inserts to mailers and personalized post cards. For cosmetics and the health/beauty space, Pictorial runs a large-scale sampling program. It also provides tip-on product samples that can be delivered to magazines for product inserts or given out as samples in retail stores.

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