Printing businesses upstate are working hard to stay competitive, not only in terms of pricing, but in the overall quality of their product offerings and customer service in a changing business environment.
Big changes came out of the 2008 recession as marketing budgets were squeezed and print projects often sacrificed. Digital technology became especially welcomed for making small print runs cheaper per unit and large runs faster.
Digital requires no pre-press setup as in offset printing. There’s no stopping the press to show the client how the color separations look or seek final approval. In fact, there may be very little client/printer interaction.
“We can receive a Pdf file by 2 p.m. and it’s possible to get it out that day,” said Matt Flint, co-owner of M&M Digital Printing in Glens Falls.
But some believe that, like an old vinyl record, there is more artistry and richness the older-fashioned way. So not surprisingly, many print shops accommodate both methods, either by having both digital printers and offset presses in-house or by brokering some of their services. Full-service shops like M&M may offer bindery and finishing, custom printing such as personalized coffee mugs, mailing services, and more.
“We do as much in-house as we can,” said Flint.
With digital printing, there is no minimum and fast turnaround. There are price breaks at higher volumes, as with offset.
But the more volume, the more price effective offset can be. And being a process where plate meets paper, offset has a different look to it, even when printing on the same paper as the digital copier.
Not all digital printers are alike. “The brand of printer affects the finished product as much as the quality of the paper, ” he said.
Flint opened his digital shop three years ago with 30 years of offset printing experience. He and co-owner Mike Hayes don’t house an offset press, but have long-standing relationships with businesses that do. M&M takes on a broker’s role for the client and the responsibility to communicate their needs.
“It comes down to what the client is looking for,” Flint said. “We are not trying to be the cheapest, but competitive. The best value is our service.”
There is abundant competition. Today, individuals and businesses can print small volumes themselves. Or go online, submit the text and artwork electronically, pay up front by credit card, and receive a shipment in a few days.
For Jim Hensler, sole owner of Hensler Printing in Chestertown, his big challenge is competing with digital technology.
“Computers have hurt our business,” said Hensler. “People even do their own wedding invitations now online, although I encourage them not to. ”
Hensler has been with printing company his parents started for 50 years and calls himself “kind of a dinosaur.” He has little interest in computers. It would not be cost effective to add digital printing services, plus he doesn’t have the space, he said.
“We don’t print graduation announcements anymore and I am right next to South Warren Central School,” said Hensler.
A generation of digital users has “gotten used to what computer printing looks like and is accepting of it,” he said. “There are lots of printing programs out there.”
While Hensler used run 500 to 1,000 letterhead on his presses, now anybody can scan their letterhead and print one piece of stationery at a time, he said.
What Hensler has is a base of clients who come to him for business cards, envelopes, letterhead, business forms and invitations. He outsources their personalized items such as pens, calendars and checks.
“Customers are very local and very loyal,” he said. Clients give Hensler their items camera ready, not digitally. He even does typesetting there by hand.
“I am probably the only one around hand sets lead type,” he said. “It’s old fashioned craftsmanship. It’s what some people like. It’s what I know.”
Hensler has “a file cabinet full of customers and they’re pretty loyal.” People keep him going at age 74. And they’re appreciative, he said.