Why More And More Firms Are Opting To Do Their Brochure Printing In-House

We have seen, in the recent days, a growing trend where more and more business firms

are opting to do their advertising brochures printing work in-house. This is as opposed to what has traditionally been the situation, where they would usually float tenders for that (brochure printing) job, and then contract it to the winning firms. And it is particularly noteworthy, happening as it is at a time when outsourcing' (where firms contract non-core functions, in order for them to concentrate on their core functions) is considered the business best practice. So the reverse situation, where more and more firms are opting to do such brochure printing work in-house is baffling, and begs for an explanation.

As it turns out, there are a number of reasons as to why more and more firms are opting to do those sorts of jobs for themselves, in-house, rather than contracting them to the firms that specialize in that line of business. But the truth of the matter is that the increasingly easy availability of the tools with which they can do brochure printing for themselves is the main reason that makes more and more firms opt to do it. To understand the essence of this assertion, you have to take a historical perspective, and understand that in days gone by, technology was always expensive. This would have been the case whether by the term technology' one meant the specialists to do the work or the equipment to do the work.

The last two decades, however, have brought with them much cheaper technology. This has placed, in many firms, the power to do their own brochure printing, that being something which many always felt as if they were paying too much for.'

With regard to the aspect of technology availability' that has to do with the tools to do the work, we have seen in the recent days the emergence of cheap, miniature printers that do as good work (at least in terms of the printing results they produce) as the huge, heavy machinery in the form of gravures held by commercial printers. These printers come as computer accessories, and there are some going for hundreds, even tens, of dollars. Previously, the only sort of printing machines available were those heavy, godown-bound types. Their owners knew that they had power over the masses,' who would have to make use of their services whenever they wanted any serious printing done. In the face of this demand, they raised their prices to a point where prospective customers came to feel utterly exploited. And coming from such a background, it is hardly surprising that when the people eventually got a way they could do the printing themselves more cost-effectively, they would jump onto the opportunity enthusiastically.

With regard to the aspect of technology availability' that has to do with the presence of specialists to do the work, we have seen the emergence of desktop publishing technologies, based on PCs (personal computers). These make everybody even without advanced technical training - capable of producing professional-looking results in terms of things like brochure printing.

Combine that availability of the tools for printing with the availability of software that handles much of the work that would have required lots of technological expertise, and you see the reasons as to why many firms are opting to do their brochure printing in-house. The truth is that they always wished they could do so, but they couldn't. Now that they have all they need to do it, in terms of the tools, there is nothing to stop them.

Why More And More Firms Are Opting To Do Their Brochure Printing In-House

By: Albert Reimer

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