9 Tips for Hiring Today’s Magazine Printer
Printers can no longer sell ‘quality’ as the difference between them and their competitors. Today’s print buyers expect excellent quality, and now they are looking for printers who help reduce costs, increase schedule efficiencies, enhance marketing and even generate new revenue. ‘Ink on paper’ has become the least important criteria when hiring a printer.
The line between the publishers’ and printers’ duties is increasingly graying, which can be both a benefit and a problem. The benefits are obvious: increased efficiencies and customer loyalty. The problems are less obvious. Now when hiring a printer, all of these value-added services need to be analyzed as to their relevance, benefit, learning curve and cost. Here are a few tips that can help you negotiate a new printing agreement in today’s integrated environment.
2. Ask how the printer will help you achieve those goals. Ask for examples of how it has helped similar publishers. Ask for a customer service rep who is qualified for your type of work, proactive with new ideas and empowered to act on your behalf.
3. Involve all relevant staff. If the printer offers services or systems that affect other departments, include those respective departments in the review process. Have them analyze and rate the items offered.
Examining the Contract
The agreement between you and the printer is like an insurance policy—you hope you never have to use it, but are glad you have it in time of need. Most boilerplate contracts drafted by printers are remnants from an almost ancient era. Many still have language from the days of film, with archaic spoilage allowances and rigid terms. And almost none address the printer’s responsibilities and liabilities for its distribution services.