Custom Printing: Thoughts on Negotiating Jobs with Printers

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A lot of these PIE Blog articles address various aspects of buying commercial printing. But really, if you have to start from scratch, how do you even begin to find good printers?

Since the onset of Covid, and with the rise in paper prices, I myself have had to revisit this question in my own print brokering work. So here are some of the things I consider when vetting a new printer and when deciding whether to continue with, or disconnect from, a printer I’ve been working with.

As I think about this, it sounds like pursuing a romantic relationship or letting one go. I think this is because, to me, it’s all about developing a mutually advantageous relationship with a custom printing vendor that is based on trust.

Draft a Written Specification Sheet

The first thing I do–and I have done exactly this since the early 1980s when I started buying commercial printing–is draft a specification sheet for the print job. I think of this as a blueprint for the job, a foundational document that will contain the words and numbers describing every element of the print job, from the dimensions of the product to the press run, from the date for upload of art files to the job delivery and/or fulfillment date.

Over the years I have devised a prototype of this form, which I adjust as needed for each new job. Keeping it in writing not only makes me more able to envision the job but also less likely to forget key elements. It also means that I have a single document to send to a number of printers. And all of these printers will be providing estimates based on the same specifications, the same details. Otherwise there will be no way to check and recheck to make certain that an individual printer has not inadvertently missed something.

And this does happen regularly. The challenge is to catch the errors and omissions and ask the printer for clarification. To do this I personally read over each estimate a number of times, comparing the printer’s bid to my own specification sheet. From time to time, in doing this, I also see other specifications I may want to add to my “master spec sheet.”

Choose Printers Appropriate for the Print Job

Keep in mind that not all printers specialize in the same things. Some printers are skilled in book printing. Others, called commercial printers, are more generalists. I personally choose these for promotional work such as brochures. There’s often some overlap, but I have found that book printers, for instance, offer better pricing on books than on other print jobs.

Often, if not usually, this is because they have not only the particular skill set and knowledge base, but book printers usually also have book printing and binding equipment on their pressroom floor and therefore don’t have to subcontract out portions of a book printing job. Some book printers, for instance, have perfect binding in house. Some even have case binding in house (but this would probably be a very large printing plant, since there’s usually not enough case binding work available to justify such an equipment expense).

In this light, about two years ago I needed bids on a scratch-off poster (similar to a Lotto card) with a coating that could be rubbed off to reveal printing underneath. I also once needed a printer that could die cut printed cards in the shape of house keys. In both of these cases I started my research with a local printer that produced specialized marketing initiatives for advertisers. They had the specialized knowledge, technical skill, experience, and equipment.

Another time I needed to have a wood sample box crafted to display flooring materials. In this case I went through trusted colleagues, asking them for names of vendors they might suggest. This was also helpful in finding custom screen printing vendors.

In short, referrals from colleagues are golden.

Details of Delivery, Printing Flaws, Etc.

Here are some random, general things to consider in your print buying work:

1. Check the printed product immediately upon delivery. Getting It Printed (Mark Beach and Eric Kenly) says you should do this within 15 days. I still believe it’s best to do this immediately. If you see any flaws, check random samples from a number of the packed cartons to get a sense of the extent of the problem. Contact the printer and discuss what you found. Determine whether the job is still usable. (Be realistic about this; there may be alternatives to a reprint.) In one case, about 15 years ago, I had to have the printer retrieve the job and replace and re-trim the covers due to outgassing (air bubbles) that lifted the film laminate off the heavily inked cover (which had not yet dried sufficiently when it was laminated).
2. Discuss overs and unders. The acceptable norm is 10 percent overs or unders (with the total printer’s charge to you adjusted with a surcharge or credit to account for these). That said, this is often negotiable. If you need “no less than” a certain number, the printer can charge for more overs (also often negotiable). Printing an exact number is not possible, since there is a waste factor inherent in the multiple processes of printing and binding. (Some books, for instance, get damaged when they’re being bound. If you print the exact number and lose copies through spoilage, you’ll always have too few copies at the end of the process.)
3. Discuss the point at which ownership of the job passes from the printer to you. If the bid notes “FOB Printer’s dock,” this usually means the printer is using a separate freight carrier, and you take ownership of the job at the printer’s loading dock, where the subcontracted freight company picks up the job. If the printer uses his own truck to deliver the job to you, you take ownership at the delivery point (rather than the pick-up point).
4. The printer’s liability for any problem is never more than the cost of the actual print job. The printer cannot be held liable for related problems (such as loss of your client’s business) that occur because a job is late or has flaws in the printing.
5. Research printing trade customs in Getting It Printed (or online). Or look for these trade customs on the back of your printer’s hard-copy job estimates. These will give you an idea of what is and is not a reasonable expectation in the commercial printing trade. This includes who owns elements of the job, schedules, tolerances for various custom printing processes, liability, etc.

The Takeaway

So the takeaway at this point, regarding your own print buying work, is to:

1. Draft a specification sheet for each job that sets forth every aspect of the project, from prepress to printing to delivery or fulfillment (in which the printer sends out printed materials to your clients). Make this as detailed as you can. Include scheduling information. I’d also encourage you to either purchase the current edition of Getting It Printed (Mark Beach and Eric Kenly) or search online for sample offset and digital printing specification sheets.
2. Do research online. And ask colleagues and even other printers for suggestions. (That said, it’s better to ask printers for alternate sources for jobs that differ from what these printers themselves specialize in.)
3. Make sure you’re going to the right vendors. Commercial printers print most kinds of jobs, often including digital and large-format jobs like banners. Book printers specialize in books. Web-offset printers produce long-press-run jobs like books and journals, while sheetfed printers produce jobs with shorter press runs. If you’re in doubt, share the spec sheet with a printer and ask whether this job matches his skills and equipment, and whether he expects to be competitive.
4. Ask for printed samples. Granted, this will be the best work the printer has produced, but also pay attention to whether the printer can match the samples to the specifications for your specific print job.
5. See how long it takes to get the estimate and the samples. You’re making a judgment as to whether you will be a priority. These intangibles are just as important as price and quality. You’re determining whether you can trust the vendor. In this light, it’s often smart to start a new printer off with a smaller rather than larger first job.
6. Consider a service like the Printing Industry Exchange. When I need a new printer, I upload specs to the PIE server, and I’m often contacted by printers I didn’t even know existed before. Granted, I need to do my own research, vetting their pricing and samples (and sometimes even checking their references), but it’s a good way to make new connections. In fact, I’ve found many of the printers I now like and trust the most this way.
7. Don’t let price be the absolute determining factor. There are intangibles that are at least as important as, if not more important than, price, such as whether the printer will maintain (or even beat) the agreed-upon schedule and whether the printed product will stand apart from (in terms of quality) other print vendors’ work. Granted, this is the kind of thing that one determines in the course of a long relationship with a printer. The little things count. You usually get what you pay for, so within reason it’s not wise to buy based entirely on price.

This entry was posted on Monday, October 16th, 2023 at 12:52 am and is filed under Printing Contracts. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.