Like the rest of us, print buyers have come through a challenging time. COVID has surely affected their jobs, and the profession itself has changed as print’s place in the marketing spectrum has evolved.
Today’s buyers include highly experienced professionals who understand the technicalities of print and are fascinated by equipment, and newly minted entrants who are likely to be digital natives or marketers without a great deal of printing experience. For them, buying print is not a primary function, but only one task in a broader portfolio. And let’s not forget that a lot of print buying has moved online.