4 Color Press — Middle Ground Master
Small Shop, Big Business
"There's a ton of work the big shops just can't get through their businesses quickly enough," he says. "And quick printers don't necessarily have the quality and capability to get that type of work done. There's the land in the middle where the buyer wants to go to an end manufacturer. They don't want a middle man, but they need the responsiveness: the quick printer's mentality with the commercial press' capability. So there's a whole river that runs down the middle; we put our boat there and started paddling around."
With the new Heidelberg gear in place, one of the toughest jobs ahead for 4 Color Press is marketing itself as a commercial printer. For a small operation, the challenge is in getting the word out about 4 Color Press' capabilities and its "bigger than a bread box, smaller than a car," middle ground status.
"Our biggest marketing challenge is getting people to realize that there's a reason to talk to us," Fuld remarks. "We're not a single-source provider; we can't be all things to all people. Our job is to get customers and prospects to see where we fit."
Going forward, 4 Color Press will be adding another Anicolor press in 2009 and Fuld would also like to bolster his bindery, depending on how volume fares in the coming months. The second Anicolor unit, for example, could increase capacity for booklet-type jobs and, in turn, pave the way for a new collator/stitcher. Dipping into the multi-location manufacturer and retail vertical pools will go a long way toward building 4 Color Press' volume, with direct mail work filling downtime gaps.
Fuld's aforementioned staff has been a constant, with only one turnover in four and a half years. He feels they thrive in an environment where strong character and integrity are a given. "There are no gray areas about what's right and what's wrong," he says. "There is only the right thing to do. That makes our staff's jobs easier, and our customers appreciate it."