Commercial printers convert paper for customers for many types of jobs: books, pamphlets, newspapers, business forms, catalogs, lists, leaflets, magazines, posters, bibles, hymnals, greeting cards, programs, calendars, albums. There are thousands of printers throughout the world, from Helsinki to Auckland, from Vladivostok to Capetown, from Beirut to Hong Kong. No two print jobs are identical, no two print shops are the same, and the needs of no two print customers are exact counterparts. The basic economic problem of printers is pricing their conversion service for hundreds of different jobs using technology that is shifting—even as we write. Price is what customers will

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