4Over Inc. — A Trade Success
THERE IS a popular adage among printing industry companies that seek to become all things to all print buyers. Their standard rally cry promises, “We never say no to our customers.”
In other words, at the risk of offending your intelligence, these printers offer virtually every product and service imaginable. And no matter how bad the print buyer screws up or unreasonable the request, the “don’t say no” printer is there to make the impossible become reality.
For the “don’t say no, can’t say no and wouldn’t know how to say no if I wanted to say no,” printer, this philosophy is a distinguishing characteristic. That philosophy is the printer’s “out pitch,” and some do very well with it.
Zarik Megerdichian, president of 4Over Inc., does not subscribe to that philosophy in the least bit. It’s not that the founder of the Glendale, CA-based trade printing operation is insensitive to his clients’ needs. But Megerdichian sees the value in not accepting custom job requests.
“Custom work means downtime—extra costs every time I have to change over paper grades,” he says. “So we came up with the idea to offer only certain papers—100-lb. gloss book, 100 lb.-cover, 14 pt., 16 pt., and 70-lb. letterhead paper. If someone wants a job printed on 80-lb. gloss book, we tell them we don’t do it. Instead, we’ll print it on 100-lb., but still at the price of an 80-lb. grade. Because we buy so much paper, our price is really low.
“I’ve visited shops where I’ve been there an hour and a half and didn’t see one job run. At 4Over, we can comfortably run four to six jobs in that time frame. That’s the difference of not having paper changeovers and setup changes.”
There isn’t a lack of clients lining up to do business with 4Over, either. According to Megerdichian, the company has a print broker customer roster that numbers roughly 24,000. The trade printer posted $42 million in sales for 2006, a figure he expects to double this year.