The 2021 Digital Color Pricing Study, one of the printing industry’s most popular studies, has just been released by NPRC and is available in the NPRC Bookstore.
This new study features average, median and per unit pricing for products such as envelopes, 8, 16 and 32-page newsletters, envelopes and carbonless forms, rack cards and postcards, as well as dozens of other popular digital products.
If you’re a “profit leader” in this industry, or you aspire to be one, then this report is a “must-have” document. Profit leaders recognize how important it is monitor and keep-up with pricing in the industry. They know that pricing products too high can lose them jobs, while pricing jobs too low can impact their bottom line!
NPRC’s newest pricing study can be ordered now in the bookstore with most orders being processed in two hours or less!
“This year’s study is more accurate than ever,” notes John Stewart, NPRC Executive Director. “Pricing for every product has been double-checked and then checked again for outliers. The result is a study that contains extremely accurate pricing data that printers can count on as being truly representative of current national pricing,” adds Stewart. “One of the things we stress year-after-year is that the greatest variation in pricing occurs at the local level, and not at the regional or national level as many printers often believe,” cautions Stewart.
“We know, with a high degree of certainty, that pricing for many products within a small town or city can vary by as much as 30-35% and even more, and yet the national or regional average price for that same product will rarely vary by more than 4-6%.”
“We hate to hear printers claim that ‘price are different’ in their market, as compared to national pricing when we know absolutely that is not true,” explains Stewart. “We know with a high degree of certainty that pricing for many products within a small town or city can vary by as much as 30-35% and even more, and yet the national or regional average price for that same product will rarely vary by more than 4-6%.” Stewart adds.
Average Sales Per Employee among all 196 participants average $133,892 while the median SPE was $126,667. This represents an approximate drop in SPE of approximately 5% as compared to what was reported in the summer of 2019.
The 2021 Digital Pricing Study provides both average and median pricing for specific quantities as well as per unit pricing. This year’s report also features “Average/Median Deviation” data calculated as a percent to demonstrate the accuracy of the data collected.
The chart above is typical of the type of data available in NPRC’s latest study. The national average for 1M, 4/4 6×9″ Postcards is $346 with the median at $333., a pricing deviation of less than 4%.