‘Printers Continue to Dig Their Own Graves’ —Michelson
Vista’s president already knew that the real profits lie in value-added services built around its press work. “By providing true turnkey services, we can and do earn a nice profit, and our diverse, yet synergistic, offerings provide stability for our business. From printing and mailing, to variable data campaigns, to packaging and point-of-sale, our goal is to cross-sell each of our accounts as many of our services as we can. We are considered problem solvers in their eyes, where printing is only part of the process. As a result, clients are willing to pay a bit more for our expertise,” according to Rolfsen.
“I truly hope that many of the printers will wake up before they put themselves out of business. The hard reality is that the world has forever changed, and gone are the golden days of print,” he concluded. “We still have 40 percent to 50 percent more capacity in the market than is needed, so perhaps the process of thinning the ranks is being hastened by those who would rather watch cylinders turn than earn a profit.”
Sage business advice that fellow printers, both large and small, can take to the bank.