Don’t Fall for These Common Myths About Commercial Printing

Subway graphics nycIf you’re running a small or mid-sized business, one issue you’re sure to address at some point is how to handle some printed materials. But managers without experience in the printing industry often have misconceptions about printing, and make costly decisions that hurt their endeavors. Here are five myths about printing you shouldn’t fall for:

  1. Print Marketing Is Dead
    Digital marketing is important, there’s no way around that, but print marketing is still an enormously powerful tool that shouldn’t be neglected. Whether you’re considering posters in the subway, direct mailers or branded promotional gifts, the bottom line is that print marketing still works.
  2. Online Printing Is the Way to Go
    Especially when your business is first growing, don’t make the mistake of using popular online printing services in lieu of investigating commercial printing companies. Services like Shutterfly are great for personal use, but don’t handle large quantities economically. Commercial printers also offer a much wider range of services and techniques that can help your business appear established and professional. When you work with a real print company, you’re creating a B2B relationship that can be mutually beneficial for years to come.
  3. Digital Printing Is Too Expensive
    Technological improvements have made digital printing quite affordable. In fact, if you’re only looking for a short run (meaning a few copies of any given project), digital printing might be the most cost-effective route to take. Get quotes from a digital print company or two — you’ll probably be pleased with what you find.
  4. Offset Printing Is Obsolete
    On the other hand, don’t buy into the hype that digital printing has completely displaced traditional offset printing. At a major print company, it’s likely that offset printing still does most of the heavy lifting, and most of the glossy magazines and similar products you see on the market are handled by offset presses. Digital and offset printing both have their places, and it’s hard to say which is better for your purposes until you discuss the details of your project with a print company.
  5. Printing Is Done By Machine
    Yes, of course printing is done by machines, and technological advancements have made better and better printing processes possible. But the employees of a professional print company do a lot more than run sheets of paper through giant versions of your office inkjet; printers must know how these machines work, how to adjust them for the best results, what combinations will provide the look you want, which inks can work with which materials and much more. When you hire a professional print company, you’re investing in that expertise.

Do you have any tips on finding the perfect print company to serve as a B2B partner? Share your thoughts in the comments section below.

About: Technology

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