The following is an excerpt from the Executive Summary of the 2021-2022 NPRC Digital Color Pricing Study:
Market-Driven Pricing – We cannot stress enough the fact that prices presented in this study reflect prices as they are in the industry, and not necessarily what should be! Only you can determine the proper price to charge for a specific product or service.
People sometimes call our report a Pricing Guide and we clarify this by noting, that our industry studies make no attempt whatsoever to establish or suggest to printers what they should charge for specific services.
What this study accomplishes is to accurately portray “real world” average and median prices being charged for dozens and dozens of digitally products and services in our industry. The prices are “what they are,” and not “what they should be.” Only you can make that determination.
“The prices are ‘what they are,’ and not ‘what they should be.’ Only you can make that determination.”
As is so often the case in this industry, the prices currently being charged for products and services are far more likely to be based upon a variety of market conditions rather than upon actual costs of production. In many situations in this industry, products are often sold for far more that their actual production costs plus a standard markup might otherwise suggest or warrant.
This is due in large measure to the ability of many printers to sell their products at prices based upon their “perceived value” rather than based upon a laundry list of costs and mark-ups. Unfortunately, some printers never really comprehend this concept.
Another factor that contributes to perceived value is the ability of printers to meet or exceed even the most stringent demands of their customers in regard to quality and turnaround time. The greater this ability, the greater the latitude there is in pricing specific products and services. Too many printers we have met over the decades give a great deal of lip service to claims about quality and customer service but often fail miserably when put to the test. They claim great customer service when in fact, compared to others, it is mediocre. Claims of high quality are often equally exaggerated as well.
“Too many printers we have met over the decades give a great deal of lip service to claims about quality and customer service but often fail miserably when put to the test.”
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“As always, NPRC has produced a top-notch publication. “Going rates” for mailing services are hard to track from company to company and town to town, so it’s very helpful to have a baseline to compare with. While the numbers alone are worth the cost of the book, the commentary and analyses that come along with these studies are a huge bonus, especially true because they are unbiased and accurate.”
“I have been in the printing business almost 30 years. A big part of my success is because of John Stewart’s industry studies. The latest study, the 2020-21 Mailing Services Pricing Study has helped me determine that I was undercharging on some of my mailing services. We all are busy running our companies and often times simply forget how long it’s been since we last raised our prices to reflect the increased costs of operation. This study is the perfect tool to remind you to analyze your prices to ensure you stay profitable.”
“I always enjoy receiving the pricing studies and I learn something every time. I have been doing printing for over 45 years and still learn how to price things better. Through the Sweet Sixteen pricing study, I learned I was undercharging on envelopes (which surprised me) so this will more than pay for the cost of the membership and Pricing Study.”
“John, thank you for all your work in providing the printing industry with the “Sweet Sixteen” Digital Color Pricing Study, and the many other studies you have published for us for so many years. It always helps to know where we are at and not to leave money on the table. Keep up the good work.”
“I always look forward to receiving your reports, particularly the pricing studies. They’re my best source of data to be sure our prices are within a reasonable range, and the best confidence-builder I’ve found against buyers who say our prices are too high. Knowing our prices are reasonable means I look for better prospects, rather than caving on prices.”
“Your studies have been a big help in keeping me in business for more than 28 years. I have used the industry pricing studies over the years to make sure our prices are competitive and adjust where necessary. This gives our customer service representatives confidence that our prices are fair and reasonable. I cannot understand why many more print shop owners do not take advantage of these valuable studies, especially when they can get them for free with just a little effort.”
“I want to thank you for including my firm in your annual pricing study. Even though my company is extremely small, the study gives us information necessary to stay in business. Unlike the bigger companies, which can try random pricing strategies, we need to only use fact-based strategies which the pricing study provides each year.”
“I have been participating in your surveys for more than 20 years. As I look back over those years, I realize that I have referred to your surveys more than any other source of pricing information in the printing industry. It is concise, accurate and timely. I would have to say that this info has helped me be sharper in our pricing, win more bids and make more money. Thanks so much for your efforts.!”
“John, thank you again for a fantastic job well done. We eagerly await each of your studies, as they are crammed full of helpful insights, sage advice, and of course ‘real-world’ data and pricing information. Your studies start to pay for themselves from the first page!”
“John, thank you for all your work in providing the printing industry with the “Sweet Sixteen” Digital Color Pricing Study, and the many other studies you have published for us for so many years. It always helps to know where we are at and not to leave money on the table. Keep up the good work.”
“Having just updated our digital press so we are able to competitively print 4-color envelopes, this price study is invaluable when setting competitive pricing for 4-color envelopes.”
“I always look forward to receiving your reports, particularly the pricing studies. They’re my best source of data to be sure our prices are within a reasonable range, and the best confidence-builder I’ve found against buyers who say our prices are too high. Knowing our prices are reasonable means I look for better prospects, rather than caving on prices.”
“Your studies have been a big help in keeping me in business for more than 28 years. I have used the industry pricing studies over the years to make sure our prices are competitive and adjust where necessary. This gives our customer service representatives confidence that our prices are fair and reasonable. I cannot understand why many more print shop owners do not take advantage of these valuable studies, especially when they can get them for free with just a little effort.”
“I want to thank you for including my firm in your annual pricing study. Even though my company is extremely small, the study gives us information necessary to stay in business. Unlike the bigger companies, which can try random pricing strategies, we need to only use fact-based strategies which the pricing study provides each year.”
“Hi John, I have been participating in your surveys for more than 20 years. As I look back over those years, I realize that I have referred to your surveys more than any other source of pricing information in the printing industry. It is concise, accurate and timely. I would have to say that this info has helped me be sharper in our pricing, win more bids and make more money. Thanks so much for your efforts!”
