So, what is my conclusion?
Prices, statistically speaking, are equally screwed up throughout the country. I see printing prices ranging from 50-250%. Yet, from all other perspectives, the variance should be in the 80% to 120-140% range. So I conclude that not all printers use a rational price structure.
What should printers do? They should use a low, middle, or high price strategy and then compete on the other two legs: product and sales activities. For more on these legs, see “The Role Price Plays in Our Success” at www.crouser.com.
Tom Crouser is author of the newly released “Digital Printing Price Guide” as well as the “Crouser Guide to Small Press Printing,” available at www.crouser.com. He is principal of Crouser & Associates, Inc., 4710 Chimney Drive, Charleston, WV 25302, 304-965-7100. You may reach him at firstname.lastname@example.org. Tom is now tweeting, friending, and linking in. Follow his Small Business, Schmizness column on Facebook at http://tinyurl.com/smallbusinesss, friend him on Facebook, link to him on LinkedIn, and follow his tweets at www.twitter.com/tomcrouser.