The real world

Apr 1, 2007 12:00 PM, By Margie Dana

Print buying. There's nothing else like it, is there? You can't prepare for it in college. There are very few books on the subject. And up until now, with this inaugural issue of PRINT & MEDIA BUYER, there was no U.S. magazine catering to print buyers' needs.

As AMERICAN PRINTER launches this publication, my mind races back to encompass the hundreds of buyers I've known for more than 20 years. I'm thinking of corporate print buyers in particular, in such fields as financial services, health care, the nonprofit sector, higher education, retail, manufacturing and advertising.

Despite their unique personalities, these buyers share certain traits that, when assembled, create a profile of the modern print buyer. This being the first issue of the magazine, it seems like a good idea to list some of these characteristics. They will help define today's buying professionals, an often overlooked and underappreciated business group. If you are a professional print buyer, you'll likely recognize yourself. And if you're a print service provider, you will gain a better appreciation of your customers.

Modern print buyers

Professionals who buy commercial printing work in every industry. Larger companies have in-house buyers; smaller firms will outsource this role to graphic designers or other specialists.

Hardly anyone has the title of “print buyer” anymore. Though it describes a function thousands of businesspeople do on a regular basis, it is somewhat archaic. But, it's what these professionals have in common: They purchase printing.

Outside of the graphic arts industry, “print buyer” is a meaningless phrase.

Corporate titles are all over the map, depending on the organizational structure. At one Boston Print Buyers event, where Frank Romano, RIT professor emeritus and founding editor of this publication, spoke to 100 people on the future of print buying, there were 52 different titles represented, such as production manager, creative director, manufacturing director, procurement specialist and marketing consultant. Every one of them bought print in one shape or form.

Print buyers tend to be “lifers.” They're in it for the love of printing, and they have no intention to leave until they retire for good.

I can't say whether it's a trend or not, but many senior-level buyers started out on the print manufacturing side. Former printers make excellent print buyers.

New print buyers are entering the profession every day. Most are as green as we all were at one time, and they still need extra attention and education. As a rule, they have no industry experience of any kind.

Most of today's print buyers are women with a college degree. They are incredible multitaskers.

Experienced print buyers are savvier than many printers give them credit for. They're very sharp, resourceful and hungry for knowledge on new technologies.

Digital vs. offset and printer vs. printer

Every print buyer I know — including every one that I have surveyed — buys digital printing. That is the one printing process they all purchase. Buyers desperately want more information about advances in digital printing.

Imagine asking an audience of print buyers, “What's the one trait in a print sales rep or printing firm that you value above all others?” They'd say, “Trust,” without hesitation.

Buyers have an impossible time differentiating one printer from another. Everyone can produce good print quality, today. What separates Printer A from Printer B? It's up to each printer to articulate this, and to make sure customers understand it.

Professionals who buy printing have inspired me for years. Now, they are inspiring a national publication. PRINT & MEDIA BUYER is about print buyers — their needs, careers and challenges. And it's about time.

Contact Dana at mdana@bostonprintbuyers.com.