The Fading Reverse Auction —Morgan

I believe the biggest problem with reverse auctions is the assumption that the print specifications of a job tell the whole story, which is simply not the case. Every print project has its own unique goals, challenges and expectations, and they are far more important than what gets captured on a bid sheet. Technology may make things more streamlined and efficient, but it will never take the place of the essential part of the equation: the partnership between print buyers and their suppliers. PI