Print prices fall further and further. There is no end yet in sight. Who 5 years ago, on pages of the printers, convinced the pressure was observed, could no longer fall, is in the meantime been convinced harshly otherwise. In the win as the “new media” on ground, lose it every other year that passes the old (print) media. The economic crisis was ultimately only there as an accelerant and lowered the pressure rates in many print products again dramatically. Believed to be the “prophet” in the graphic arts industry, so around another 2,000 printers in Germany will face in the next 5 years out. So how is the medium-term future of printing prices in the face of such forecasts look like? Agencies, producers, publishers, industry and public institutions now compare the print prices in almost every procurement. But differences of 100% or more, the print prices on the agenda are wonder.
Just advertising agencies are the Increasingly encouraged customers to compare even printers and printing prices. Absolutely equal specification, come as some printers in a State of emergency of Declaration of, after you have placed your bid. Price differences of up to 800%, as it has already happened in some cases, even the most loyal and most loyal print buyer is wiser and begins to look outside the box. To explain this pressure prices no longer. The printing customer of present, must almost on every job again “won” are. The “automatic procurement” to the master printer is history. Understandably, the nerves in the face of such economic circumstances at those responsible in many printing blank. Spreadsheet programs and contributions play, already almost out of necessity, increasingly a subordinate role.
The rule is that the “market” makes the price and just this market seems no rules to know more. The necessary machine capacity utilisation is aimed at the price of printing, a dangerous Bill, which sooner or later no longer goes on, as the numerous bankruptcies of printers make it depressingly clear. But, buys on the customer side, printed always and only about the price of the print, is sometimes a risk should not be underestimated. “The cheapest Jakob” is not whatever the optimum printing for the upcoming print project. The difference is great and often affects the quality of the printed matter. Intended use, production and demand for the printed matter, should be at least at “Eye level” with the print price, if it is important to select the correct printer. It even understands printing to be reduced in turn not only to a “supplier”role, but as a solution provider and media partner in BBs perspective to put the “pure pressure price” as the sole criterion, loses some of its importance. “Pointed calculated”, will need to be once he. Klaus Wenderoth