Happy, Profitable New Year --Morgan

ONCE FORCES to be reckoned with, countless printing companies have gone out of business by under-pricing unprofitable work. In these harsh economic times, it is more tempting than ever for print suppliers to drop prices and lowball the cost of print projects. But printers that do this inevitably end up shooting themselves in the foot. The words of Paul Nathan of the Lotus Press ring as clearly today as they did when he published “How to Make Money in the Printing Business in 1900.” He wrote: “How many printers we see spending half their time figuring how cheaply they can print this or that job, whereas their true object in business is not to see how cheaply they can do work, but how much they can get for the work they do. The way to charge is to make the price as high as a customer will pay without being driven away, and not to make it as low as can be afforded.”