New Providence

AS GRAPHIC arts establishments transition into full-service communication solutions providers, an interesting marketing dilemma has emerged. Now that most graphic arts companies offer more than just printing services, some have felt a name change is necessary to better portray the full power of the newly offered capabilities. Steven Schnoll, managing director of Schnoll Media Consulting in New Providence, NJ, feels it is a tremendous challenge for a company with the word ‘print,’ ‘graphics,’ or ‘litho’ in its name to remain successful in today’s business climate. “It is simply guilt by name association,” Schnoll observes. “If you call yourself a ‘printer’ you will be

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