The Changing Face of Corporate Print Buyers

Over the past decade, as print volumes have shrunk and digital communications have taken hold, people in charge of purchasing and managing commercial print for their companies have had to expand their skills accordingly.

One of the first things printers notice today is that the titles of their customers have changed. A decade ago, they served print buyers. Today, that title has all but disappeared, as corporate buyers move closer to marketing and purchasing or procurement units within their organization. This fact alone makes identifying people in charge of sourcing print extremely challenging.

In a survey conducted less than three years ago, only 18% of buyers polled had the title of Print Buyer. A third were Production Managers, and roughly 50% had other corporate titles. It’s one example of how professionals in charge of printing are difficult to find and influence. How would you rent, let alone buy, a mailing list to promote your business if your target audience members have so many different titles? Print service providers are better off developing their own house lists.

Another significant change to the role of print buyers is that their responsibilities have shifted away from print. In my 2013 study of over 300 print buyers, conducted with consultant John Zarwan, 97% of buyers polled reported that they do something in addition to buying commercial print. More than half purchase other goods and services. Over 40% do some marketing-related work. And nearly 30% are involved in production or manufacturing.

By now it must be obvious: the role of print buyer is, in fact, shadowing the role of commercial printer. We’ve experienced the transition of printers into Marketing Services Providers (regardless of how we personally feel about this change); similarly, print buyers have had to adapt. They continue to do so and I always advise them to – because jobs for “Print Buyers” will vanish. They need to be nimble and master other skills.

The other major change to corporate print buyers is that there’s been considerable movement away from corporate communications departments or pure ‘production’ environments. Today, you’re as likely to find print customers in purchasing/procurement or marketing departments.

What are the implications for print providers? For one thing, printers need to approach purchasing and marketing units to reach potential customers, not just communications departments. More importantly, it speaks to the fact that corporate buyers’ roles have changed. What else are they involved in or responsible for? What other services and products are printers offering that these modern customers are interested in?

Realizing how corporate print customers have changed will help direct the business development and marketing activities of commercial printers. This knowledge should also serve to make printers more sensitive to the corporate responsibilities of their customers. Ask yourself not only, “What else are they doing?” but also, “How can I serve them better and make their print-related authority more successful for them?