Allegra Network : Printer to Marketer Mantra

“I had lusted after the profit that printers were making on the files that my agency created, but didn’t have a good way to get the annuity business (printers) get on reprints and revisions,” Milroy recalls. “So, this notion of a printing company forward-integrating into marketing and creative services made good sense from a revenue diversification standpoint. And, it also gives small- and medium-size businesses the kind of one-touch access that most agencies don’t provide. The printer, as a single-source party, became an attractive value proposition to the market.”