Name Game No Longer Applies to Small Shops —Michelson

What’s the difference between a successful quick printer vs. a small commercial printing establishment? In today’s graphic arts industry paradigm, little to nothing. Both types of businesses may have a storefront or retail location, albeit likely serving a shrinking base of walk-in retail traffic. Both segments, in turn, rely on senior management and/or outside sales reps to call on local corporate accounts, hoping to build ongoing business relationships. Both entities have adopted, or are at least investigating, Internet-based customer interfaces to drive sales. Each typically outputs a wide range of short-run, general commercial work on digital devices and/or small-format offset presses—and brokers out what they can’t produce in-house.