FULFILLMENT SERVICES -- Printers Getting Their Fill

In addition, the traditional print selling strategy must be modified to address this market, the company exec asserts. "You need to start at the right point in the food chain. That means dealing with people who have budgetary responsibility," he advises.

As president of a small commercial printing operation, Sun Printing House in Philadelphia, Cynthia Wollman says she found offering fulfillment services appealing because the work is not as hit-and-miss as printing. It is often done under contract.