A New Benchmark for the Top Magazine Printers
In the January/February issue of PrintMedia, there was an article listing the "Top 25 Magazine Printers." The criteria for determining who was at the top of the list was revenue. That is all fine and good, but what if the criteria we looked at was something else?
How about a common, secret concept that we all have and hold? Common, yet something that nobody really talks about. This thought process is as of yet an unregistered and untested new kind of industry criteria or benchmark. But, if we could identify it, I wonder who would be at the top? Using this benchmark, dollars do not count.
So what is this secret criteria we all keep buried? Our very favorite printer. Not the one that makes the most money, but a real favorite. All industry people have a printer they love. And I'll bet the reasons for that love are very different.
What Woos You?
What makes a printer your favorite printer? Is it the print quality? The people in the customer service department? Or is it the ease and method of doing business with them? You know what I mean—do they run the shop like the Marines, with everything done exactly by the book, or more like the TV cartoon "South Park," where it's a little loosey-goosey, and you never know quite what to expect on a regular basis?
Perhaps it's the terrific contract you signed, or the amazing boondoggles you get to go on? Could it be the expensive lunches? (Does anyone have time for that anymore?) And how about the printer's sales force? Could the sales team be the reason that your favorite printer is your favorite printer? The coffee they serve in the customer lounge? And, for that matter, what about the customer lounges? I have been in cinder block bunkers buried in the earth and in plush, multiroomed, leather-upholstered suites. Does that make the printer your favorite?