New Rules of Engagement —Morgan

But, even for simple jobs, this standard is no longer acceptable to print buyers.

Why? Today’s buyers have a keen eye on the total cost of a project, attempting to reduce or eliminate inventory, and get the most from their mailing lists and return on investment (ROI). Even a small change in the quantity ordered greatly increases the cost of the communication. Right or wrong, a significant deviance from expectations is something that most buyers are unwilling to accept. Interestingly, for years now most printers have not even pressed the issue of 10 percent under/10 percent over, knowing that it’s better to keep the customer than be “right” on paper.