PRICING VARIABLE PRINTING — CASHING IN ON VDP
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The printing and lettershop industries have had a stable pricing model for years. The problem is that it is the wrong model for variable digital output. Most providers’ pricing is a factor of equipment capacity, equipment speed, labor, overhead and materials. These factors are used to establish throughput costs, which are then marked up to present final pricing. Lettershop work often brings in the postal and data services elements, but most of those prices are still based on manpower and time to complete.
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Jim Liszewski
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