To Build Strategic Relevance, Look Outside Your Organization

Many are happy to have the shop handle their print buying. Schrader says he's able to beat their pricing by 30 percent on average due to volume discounts, his knowledge of the process, and generally lower print costs in Wisconsin than in other Brunswick states. In addition, many marketers work in a do-more-with-less environment. "They're happier when they aren't buying print," he says. "They have a lot of other things to do."