From the Editor Looking Ahead
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Mallardi showed a chart comparing the printing industry with the pharmaceutical and beverage industries in terms of how much they spend on marketing. While other industries shell out millions and reap impressive profits, printers spend virtually nothing—and receive about the same in new business. The message here is that marketing works, and even though in-plants may not have money to spend on it, they should market their many services in other ways if they want to stay relevant in a world where print is no longer the only way to communicate.
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