There are no magic print markets

Several years ago, long time printing industry sales guru Ron Kendig (www.winningstance.com) shared his observation about a hitherto overlooked trend, which he dubbed “virtual packaging.” Apparently Ron ordered some sort of product online. The e-commerce website showed a graphic of the product in its package, looking all marketable and spiffy. When the actual product arrived in the mail, it was packaged in a plain chipboard box. Of course we all had a good laugh at Ron's expense, wondering what he might have ordered online that warranted a “plain brown wrapper.” After all, the ubiquitous plain wrapper ...

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