Pulling the Trigger on Print
Print In The Eye of the Buyer, Episode 5
I was lucky. Back in the day when I bought a lot of print I called the shots on a big project while getting superb advice from a great designer who kept me out of trouble. A few years later I was associate creative director at a small mar-comm agency where the print buyer did all the heavy lifting. She was top notch, ran stuff by me and the creative director, and we had outside art directors who did outstanding work. But those were unusual situations—decidedly not normal.
This is among the key findings in the fifth and final report “Navigating Customer Purchasing/Procurement Processes”, done in 2020 for Canon U.S.A. by NAPCO Research. As with the previous four reports, I was not involved with the research, but perused the data anyway, thinking back to when I was able to choose printers without some penny-pinching bean counter looking over my shoulder, trying to convince me matching a client’s brand color was irrelevant and if we could save three cents a piece on a run of 18,000 direct mail pieces. Links to All Five Free Downloads