Small Printers Have a Better than Fighting Chance

Too often, it is common wisdom that the larger you are, the better and more successful you are as a printer. I think this is very wrong-headed, especially in today’s world of modern technology. I would much prefer to be a “smaller” printer with strong profitability and balance sheet, than a “larger” printer that struggles to meet payroll.

Those of us who grew up as quick printers and now play in the commercial/non-retail space have a significant advantage, in my opinion. We have always been accustomed to quick turnarounds and short runs. And now, digital technology automates this process—whether offset, toner-based or both. Moreover, smaller printers understand how to juggle a large number of jobs and meet customer deadlines with excellent quality...often dealing with well over 100 orders in-house simultaneously.

So what’s the point? The point is that smaller printers are in at least as good a position—if not a better one—to capitalize on the structural shift happening in the industry today.

Consolidation is happening at a rapid pace, but the companies that are going out of business are not failing because they are too small. Most often, it is because they have not adapted to digital technology or diversified into many of the new services that customers need. They become irrelevant. Marketing services, wide-format printing, mailing and online ordering (or Web-to-print) are now required, “base line” services and products that companies of all sizes should be providing.

Small businesses prefer to do business with other small businesses. Don’t worry about the definition of a small business. Just think about your core customers being about the same size as your business. You are probably better equipped to service those companies than your larger competitors, as long as your technology is staying ahead of them. And, consider looking for some new things to sell them.