Margie Dana

The more I interact with professional print buyers, the more I learn about so many things. Like, how they think. What they need. Where they’re heading. And how I can possibly be a linchpin for helping them get where they need to go and be what they need to be.

At this year’s Print Buyer Forum at Graph Expo, I had the honor of meeting and speaking with more than 50 high-level, professional print customers. It’s the fourth year in a row that I’ve chaired this Forum (thank you, GASC!), and as I do every year, I came away with important insights.

Here are the highlights from our Brainstorming session, in no particular order.

One third of the attendees had the words “Print” and/or “Production” in their titles.

Other titles included Chief Publishing Section, Application Project Leader, and Economic Development Assistant. They’re all over the map. I was surprised that even a third still included “print or “production.” The trend for buyers’ corporate titles is moving away from these terms, as buyers assume evolving roles that encompass far more than just print.

Senior-level print buyers adhere to the “printer as valuable partner” philosophy.

Comment after comment in this Brainstorming session confirmed what I’ve known for years: print buyers want to work with printers for the long haul. They consider their printers to be primary resources for a wide variety of solutions. They count on their printers. They defend this position with pride. It was a joyous moment, I tell you, and I only wish more printers were in the room to witness it.

Senior-level print buyers expect their print reps to educate them.

I had to write down this exact quote from an audience member: “If a printer doesn’t educate me, I have no use for him.” Others voiced their agreement. Why doesn’t every printer know this already? Printers miss opportunities to “endear” themselves to customers with education. Maybe those who fail to do so are the ones who go out of business. Not sure there’s any connection.

Senior-level print buyers “live and die” by the equipment list.

This was a very animated discussion if you can believe it. These savvy buyers need to take a look at a printer’s list before considering them as a potential supplier. They want to confirm that you’re a good fit. (God help you if what you list is not actually on your plant floor. They’ll find out when they do a plant tour.)

Senior-level print buyers take plant tours before they work with new print providers.

When I raised this issue, they stared at me like I was a dope with big hair. “Well, HELLO,” their faces said to me, “what kind of fool wouldn’t check out a facility first??”

Senior-level print buyers want measurement tools to help grade their print suppliers.

Measurement may not be the right word. But this group spoke at length about vendor report cards and onboarding processes as well. (If you by chance have such documents and can share them with me, please send them in an email to me? Thanks.)

Senior-level print buyers are beginning to see themselves as Content Specialists.

I’ve given up on the notion that there will be uniformity in future titles of today’s print buyers. I had thought media specialists might work, but this audience wasn’t “feeling the love.” They spoke of being in charge of repurposing content for lots of media applications. Makes sense to me.

Senior-level print buyers crave skill-building beyond the scope of print.

They know print. Now it’s time to learn about related fields and different media as well.

I actually have a lot more to say about what print buyers taught me this month alone – at Graph Expo, at the PrintCEO Forum (www.printceoforum.com), at our recent Night at the Museum (of Printing) event (www.museumofprinting.org), and at uncommonly active online conversations with a few LinkedIn groups.

Our own Conference takes place in less than three weeks. I know I’ll be learning an enormous amount of new insights there as well. I’ll take good notes.

You may know that I write a bimonthly column about Print Buyers for Printing Impressions (www.piworld.com). I’m putting a lot more detail about what print buyers are teaching me in my December PI column.