Answered by Dick Gorelick

Question:
To what extent should I be influenced by a supplier's or prospective supplier's equipment?

Answer:
You've asked a simple question that has no easy answer. First of all, the latest space-age gear isn't essential for you or your company unless that equipment can provide you with unique benefits not available from other suppliers. It's that simple. When a print company tells you about its investment in the latest technology or an organizational change, don't be shy about asking, "How does that benefit me?"

True, ongoing technology investments may be a tangible demonstration of a commitment to the industry and may demonstrate financial viability. But don't lose sight of the fact that you and your organization may gain more unique benefits from receiving ideas for more effective use of your print matter as much as it involves more effective and more economical manufacture of that same product.