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The Big Wide Word: Marketing Tips for Wide-Format Shops
By Richard Romano for WhatTheyThink magazine (USA)
One of the challenges that a lot of traditional commercial printers have in making the transition to wide-format—either in part or in toto—is not in putting ink on a substrate, but in understanding how to sell wide-format, since it is a very different animal than small-format printing, and certainly different from traditional offset printing.