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How to Make your Commercial Printing SuccessfulAugust 12, 2016

How to Make your Commercial Printing Successful
By Steve Schroeder
Director of Membership Development & Technical Services

Although Commercial Printing may not yet be a big revenue driver in your operation, it’s making a big revenue difference for many PAGE members. In June, PAGE held a webinar entitled “How to Make your Commercial Printing Successful” and members from all around the country took part.

The idea of the webinar came about while I was visiting with a few PAGE members and I noticed that many members are doing very well with commercial printing. I also noticed that it’s not necessarily the size of the operation that leads to success.

With the help of Richard Hackney (President of Sun Coast Press in Charlotte Harbor, FL) and Al Waldron (Manager of Commercial Printing Sales/Marketing at The Santa Fe New Mexican), we shared our over 100 years of combined experience with the webinar participants.

Here are 10 takeaways from the discussion:

• Quality has a huge impact on commercial printing, and those companies with great quality almost always have a champion to drive the quality initiative. Managing variables is another key to quality success. Thankfully, many PAGE suppliers – such as ink and plate companies – will assist you in reaching quality expectations.

• Promoting your commercial printing with marketing materials and a dedicated website can make a difference.

• Having the right equipment for your market is key. Outsource jobs that don’t fit.

• Offer over-the-top customer service. Making house calls to your clients can set you apart from your competition. Host annual luncheons for your clients.

• Adding e-editions, as part of a combo sale with commercial printing, can drive new revenue.

• Try adding a photo toning option for your customers to increase revenue.

• Use pre-flighting to find printing errors before they reach the press.

• Print Management Software (MIS) can help eliminate errors and maximize cash flow.

• Consistent procedures like using densitometers can make a positive difference in quality.

• Purchase your consumables through PAGE to maximize your savings.

If you missed the webinar, there is no need to fret. The webinar has been archived for members on the PAGE website in the My Home: Media area. In the 40-minute video you may find even more printing tidbits to help your Commercial Printing efforts.

For more information, Steve Schroeder can be contacted at steve@pagecooperative.com or directly at 484-636-0187.
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