Happy, Profitable New Year --Morgan

• 49 percent of print buyers said “7 to 12 percent net profit.”

• 21 percent of print buyers said “1 to 3 percent net profit.”

As you may know, industry studies have consistently shown the average printer’s net profit is between 1 and 3 percent. (If your company is in double digits, congratulations; you are ahead of the game.) According to our survey, almost 80 percent of print buyers believe printers are making more than 7 percent net profit. But what—or who—drives print buyers to believe this?