Reversal of Fortune

From my perspective, the answer is clear. Conditions don't exist for an online reverse auction market to make sense in print procurement today. There's a more effective way for print buyers to save money, and add value for their companies.

And it can be done without damaging valuable print supplier relationships. Despite attempts to make commoditize print, it remains a unique, made-to-order product that requires human interaction, creativity, and communication to be executed successfully, time after time.

While it's clear that buyers are being asked to do more with less, and that time, as always, is precious, I suggest buyers travel the more difficult path, and invest time reaching out to print partners.

Have them suggest ways they can help you and your company save time and money through process and product re-engineering. That's where buyers will find the sustainable, long-term savings they need, and where their print partners can provide the most value.

- Gary Pawlaczyk

Gary Pawlaczyk is VP of sales & marketing for Pictorial Offset Corp., in Carlstadt, N.J. He can be reached at GPawlaczyk@PictorialOffset.com.