Offset printers in the US are slow to take up Wide Format opportunities
Printweek, a leading UK print magazine has reported on some recent statistics from research company The Industry Measure (TIM).
The stats report that approximately two in three design and production buyers said they had worked on wide-format projects for clients, although this work is rarely passed on to commercial printers.
Richard Romano, a senior analyst at TIM told printweek.com: "As for why these jobs are not being sent to commercial printers, it’s been our experience that a) US printers aren’t buying wide-format equipment and, if they are, it’s almost solely for proofing purposes; b) commercial printers don’t often support the wide array of substrates and finishing options that specialty sign shops do; and c) creatives may not know that their commercial printer can produce these materials."
"It’s a low mark-up project and thus not seen as a profit centre," said TIM. "But in the grand scheme of advertising and marketing, wide-format – and outdoor – graphics are an essential element."
Printweek
www.printweek.com
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