ONE-STOP VS. NICHE PRINTERS — SCHOOLS OF THOUGHT

“Select clients are appreciative of the unique skills and extraordinary services that the printer is bringing,” Bolte says. “The printer is an essential element of their marketing team in fulfilling the print buyer’s marketing objectives, so to speak.”

Still, Bolte has noted the pressure printers have felt from clients who are “clearly looking to printers to be the technical consultant for facilitating all of their graphic communications needs,” including information fulfillment services, mailing and marketing.