Confronting Reality About Margins --Dickeson

One of the first things to be done, they suggest, is to look at the market as an outsider. Has it changed? Is it changing? Has the product become, or is it becoming, "commoditized?" If so, pricing margins must fall and, to succeed, operators (printers) must do everything they can to reduce their costs to maintain margins. Can we say that printing has changed, that it's become more of a commodity over the past six or seven years? Personally, I don't think that it has changed that much.