Printbuyer: The Dutch Printing Test

Yesterday I visited the Print Buyer Market in Leiden. This trade fair of Dutch paper suppliers and printers promised a full program and one prominent headline: The conclusion of ‘The National Printing Test’.

Fifteen Internet(!)Printers were given the job of printing a flyer. To review the results, all flyers were exhibited annotated with pricing, delivery time and other comments (certification, service, etc.).

It soon became clear that the term “conclusion” was premature in character. The audience was asked to determine the winner/looser by means of colored pushpins, what turned out to be a difficult job. Whereas ‘analogue’ professionals seem to opt for quality and craftmanship, consumers are most interested in price and service.

It’s About Nothing
On forehand, the moderator made clear the results should be taken lightly. For one, the selection of the competitors (out of a total of 200+ suppliers) was mainly based on google ranking. Furthermore, the choice of 2 different images didn’t make a fair comparison. Still, the rise of Internet printers seems unstoppable and with a market share of 10% (ie 100 million euro turnover) they have become serious contenders on the market. This is also evident from their large marketing budgets, much of which is spent on Google Adwords.

Market Trends
Statements such as internet printers spoil the market and those techies don’t have professional (offset) knowledge were heard today, but seem out of touch with reality. New collaborations and services make the distinction between traditional and online printers less clear. Notable examples include the cooperation of online printer Drukwerkdeal.nl with tradional printer De Groot, the German platform Printplaza.com and Drukwerkservice.nl of PostNL.

Price Overview
The outcome of the test will be presented in the next edition of Printbuyer magazine, but it remains to be seen whether this results with a comprehensive conclusion. Special Mention was made on behalf of idrukker.nl, which made an extra effort by adding a ‘personal’ business card to the shipment. For now, see below the list of 15 online printers with ascending prices (flyer, full color, per piece at 2.500 copies);

Transparency and comparison
Since May 2011 portal DrukDomein.nl (founded by Theo Vermeulen) provides an overview of all product types of online printers. For now user reviews are not included, but it seems only a matter of time before this is implemented.

Additional Information:
Printbuyer Markt, program
Printbuyer Trefpunt, comments ‘Cheaper by the Internet printer?’
Internet printer will take production in own hands (Sprout)
Online printers put industry upside down (FD)
Overview of the best online printers (Marvia)
DrukDomein.nl: Portal for online printing (Frankwatching)