Print Buyer Behaviors Impact Printers and Suppliers

The study found that many print buyers are seasoned, tenured professionals who have a passion for print, understand the technologies, are involved in peer networks to stay abreast of the industry, and have long-standing relationships with their printers. On the down side, however, many of these individuals are viewed by their management as ‘print centric’ and are often not involved in the upstream marketing decision about which media to use for a campaign.