Wide-Format Printing — Sizing Up a New Market

“Diversification is a double-edged sword,” Murad says. It expands the “basket of goodies” that a commercial printer has to offer, but may blur the company’s marketing position, he explains. Because of that risk, he doesn’t think large-format services should be set up as a separate division.

“There are many companies that specialize in this field. The idea behind commercial printers selling large-format printing is to retain and service existing clients while adding a new profit center,” Murad asserts.