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BUYING PRINTING is like buying stock; answers don't come easy. Pricing is determined by what you want to print, which sounds simple enough. But when you factor in the myriad ways in which you can print a catalog or direct mail package, getting the best price becomes a mission.
Quite simply, says the consensus of printers, brokers and consultants we talked to, you have to do your homework. Paul Goldberg, president of P-J Promotions, advises novices to find a reputable print broker or consultant who knows every printer's capabilities and the acceptable range of prices for these printers' services.
Also, says Goldberg, "If you're dealing with a broker, make sure you're not paying for his or her services." Brokers' commissions should be factored into the printing price; you'll pay the broker who will take his or her cut and then pass on the rest to the printer. Some brokers may ask you to pay the printer directly; then they receive commission from the printer. Or, a consultant may work on a retainer or hourly rate, with no need to mark up the price for a commission, as you pay the printer directly.
If you decide to go it alone, be prepared to do a lot of advance work before you even have a job ready to be produced; last minute searches usually don't turn up bargains. To get the right printer at the right price, the experts recommend you ask the following questions:
Q What are your capabilities?
When hiring any service vendor, you're going to need to know what the company can do. If you're hiring a printer, you need to know:
* Type of presses it has (sheet...