The New Print Buyers. Who are they?

What does the print buyer look like in 2016? Author Margie Dana and consultant John Zwarwan researched this amongst 300 professional print buyers in the USA. The concluded three things:

Multitasking
The new print buyer has multiple jobs. They are usually marketing professionals or sales staff. Only 18% is an actual print buyer. They are multitaskers and require the same of their print supplier.
They expect their print supplier to do more than just supply the print work. They expect an understanding of their business. Only 13% of print buyers expect nothing more than print.  The rest expect fulfilment services and personalised services.

New applications
Apart from competitive pricing, quality and service the new print buyer is also interested in state-of-the-art applications and creativity, with a lot of interest in new materials and formats.

08Web surfers
The new print buyer is very internet focused and want to use the internet to gather information. The relation with their print supplier is becoming link-to-link instead of door-to-door.

The report the New Print Buyers is available here.