What do I need to know about printing equipment?

Answered by Dick Gorelick

Salespeople frequently tell me about a new piece of equipment, software, or process. They act as though I'm expected to become a production expert interested in running a printing plant. How should I react?

Becoming a first-rate print buyer shouldn't necessitate becoming an expert at every phase of print production (in the same way that a first-rate book reviewer shouldn't be expected to write the great American novel). Upon hearing about a supplier's newly adopted technology, it is appropriate that you ask, "How does this benefit me?"
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