The Secret of Selling Postpress

Now, many savvy print buyers and brokers are starting to ask for tours of the bindery and are learning what the various machines do. They're looking for shops with advanced postpress systems that not only do the job, but do it quickly and efficiently.

"The prepress equipment is a technical wonder, and the pressroom is easy to understand. Everyone knows what it means to put ink on paper," says Tom Green, vice president of manufacturing at L.P. Thebault Co., a Parsippany, NJ-based printer. "But talk about making a signature into a book, or making a gate fold, or how to diecut a piece—and the print buyers haven't a clue."