 Designers Still Value Print
The most recent reader survey by Graphic Design USA reveals a number of interesting findings on the role of print in graphic and media communications.
- Print remains crucial as to how professional graphic designers make a living. More than 9-in-10 designers work in print as part of their mix and near 3-in-4 projects involve a print component.
- Designers retain responsibility and control for large swaths of the print process, with nearly 9-in-10 involved in print buying and paper specification.
- Designers still value print for its classic strengths. Foremost among these strengths is touch - the promise of a tangible, sensual, physical, and real. Print works, they say, because it creates a human connection missing from the virtual world of digital communications.
- Designers sense that the pendulum swing away from print communications has gone too far. Their premise is that, in the digital clutter, effective printed pieces can be fresh, surprising, welcome, personal, and special.
- Print's evolution to a smarter and leaner profile - think digital printing and sustainable paper making - are helping keep the medium a relevant option when hard choices are being made about effectiveness, economics, and ethics.
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 Are you show bound?
This year the world's Graphic Communications Industry will convene in the largest print market in the world to rejuvenate, energize, and find the trending business solutions and exciting new profit opportunities.
At the "Integrate" themed Graph Expo 14, spanning the realms of Print, Online and Mobile, you will experience the full spectrum of equipment, products and services for:
- Wide Format Inkjet Printing
- Package Printing and Converting
- Commercial Printing
- Corporate/Education/Government Printing
- In-Plants
- Transactional Printing
- Quick Printing and much more!
Now is the time to secure hotel space and make plane reservations. For more information visit www.graphexpo.com
Dates: Wednesday, September 28-October 1
Location: McCormick Place - Chicago
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Save A Fortune On Credit Card Merchant Fees
Marathon Solutions, Inc. is WSPA's exclusively endorsed credit card processing partner and routinely saves members hundreds if not thousands of dollars a month. In fact, many WSPA members cover their dues with the savings they realize through this program alone! The program is designed for all members, regardless of company size or processing volume. Marathon offers the industry's most aggressive wholesale processing rates (20-40% savings), complimentary credit card processing software (a $500 value) and much more. To see how you can save, contact Tim Huttegar at thutteger@marathonsi.com or 1-877-948-9733.
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 The Power of Price
Print industry guru Bob Lindgren posits - " if a prospect wanted to order 5,000 8-page brochures would you prefer to receive $750, $1,000 or $2,000 for them?" The obvious answer is $2,000 and we would really prefer an even higher number if we could get it. This is to say that we are revenue maximizers - we want to get as much as possible for each job while still making the sale (a rejection will not maximize revenue).
Think about what defines this upper limit. The first barrier to infinite price is the value to the client - no one will pay more for something than their perception of its value to them (all of us purchase something only if we receive more value than we have to pay). The second barrier is the client's perception of the price available from a known, acceptable source - a competitor who is known to the client and regarded by the client as a supplier of equal reliability and quality. If we had perfect knowledge of the client thought process that would tell us that their perception of vlaue was $1,500 and that they had a quote from an acceptable source for $1,200 we could determine that our price should be $1,199. Any more would lead to zero sales and any less would leave money on the table. Since we don't have perfect knowledge, we need a system to come as close as possible by systemic thought. Of course, our understanding as to the cost of production may lead us to prefer not to produce the job, but it has nothing to do with the correct price.
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