With Many Clients Now Requesting Marketing and Printing Services, Next Generation of Commercial Printers Discover New Challenges

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With many clients requesting marketing and printing services, the next generation of commercial printers discover new challenges in finding marketing solutions for small businesses. The Ink Well discusses new marketing promotional ideas they use to service their clients

One constant since Johann Gutenberg invented the movable type press 550 years ago is most printers still make their livings by putting ink on paper. However, as more marketing solutions for small businesses evolve into the use of electronic media, commercial printers face increasing competition for marketing and printing services.

Nathan Holtzman is the next generation of commercial printers. When he walks across the stage next week to receive his diploma from Kent School of Law, he won’t be following the career path of most of his classmates. Instead of working endless hours at a law firm in hopes of someday making partner, he’ll simply go back to where he’s helped out since age 14 – the Chicago printing center owned by his father where he’ll be a full-time employee, discovering new challenges that commercial printers face.

When it was time to decide his future, helping his dad navigate the fast-changing graphics communications industry seemed much more appealing than late-nights spent researching and writing legal briefs. “I’m proud to have a law degree, but never saw myself as a practicing attorney,” said Nathan Holtzman, who will still make time to sit for the Illinois Bar exam. “There are many new challenges in this industry, and I think we have a great opportunity to take our business higher.”

Savvy commercial printers are joining this technological revolution by transforming their businesses into marketing and printing services, involving themselves in projects from the planning stage through marketing analysis of return on investment. Utilizing the same new marketing promotional ideas marketing agencies might recommend as marketing solutions for small businesses, today’s innovative commercial printers are creating multiple revenue streams. “We’ve seen a lot of technological advancements in recent years in marketing and printing services,” said Alvin Holtzman. “Graphic design and high speed digital production are two examples of improved capabilities.”

With e-mails and the Internet making it easier for companies to communicate with their target audiences, printing leaders are increasing their marketing solutions for small businesses, such as creating E-Newsletters and designing customized Web sites. However, marketing professionals recognize there will always be a place for the printed word in their plans for attracting customers, just as Gutenberg might have envisioned in the 15th century, when his invention first allowed business owners to deliver new marketing promotional ideas to their prospects faster.

“The paperless society is still far away,” said Alvin Holtzman. “Our clients recognize that having an outside partner who listens to them, understands what they’re trying to do and helps them communicate with their audience is a valuable asset. There are many ways to deliver that message effectively, and printed brochures, postcards and posters still provide major impact.”

While a law degree may not appear to be the perfect training ground for creating marketing solutions for small businesses, Nathan’s focused and disciplined education will enhance the ability of The Ink Well to address the challenges of the changing environment facing all businesses today.

For more information about The Ink Well’s marketing and printing services, and to discover new marketing promotional ideas for your business, visit http://www.inkwellchicago.com, or contact Alvin Holtzman at 312.644.4700 (alvin @ inkwellchicago.com).

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Jay Berkowitz
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