Specialty Fabrics Review July 2022 - 44

[ MARKETS ] PRODUCT TRENDS
wide format graphics
 A Beaver Paper Group
banner made from TexStyles®
NatureSeries™
was used on
the front of the New York
Stock Exchange. Photo:
Beaver Paper Group
From surviving
to thriving
Wide format printers
emerge from the pandemic
busier than ever.
by Jeff Moravec
T
O GET A HANDLE ON HOW THE WIDE FORMAT FABRICS
graphics industry is faring these days, as the worst of the pandemic
fades, a good source to ask is Bill Farquharson, a well-known sales coach,
author and print sales veteran who keeps his finger on the pulse of the field.
For comparison's sake, Farquharson, who is based in Duxbury, Mass.,
talks about a decade ago, when he was asked to make a presentation to
employees at a wide format printing franchise. " This was a company
that was killing it, absolutely killing it, " says Farquharson. " They had
no competition. They were making money hand over fist.
" Since then, the equipment has gotten faster, cheaper and closer
to the end user than ever before, " he says. " While it doesn't have the
competition that some segments of the industry have-it's a rare enough
part of signage that there is still some exclusivity there-there is a lot
more competition than there was 10 years ago. There is opportunity in
it for those who are well-prepared. "
COVID-related signage ( " Stay apart six feet, please " ) sustained some
companies during the pandemic, and once it began to ease, " the industry
came back with a vengeance, " says Farquharson. " Most companies had a
decent 2020 and a record 2021. Interestingly, that's in part because if they
had a sales rep and they let them go, and then they got the business without
the sales rep, so the profit went up. Business started coming to them, which
is unusual. It just doesn't happen like that. "
Boom to bust and back again
During the pandemic, " We didn't sell a lot of products for soft signage for
trade shows or retail, " says Jeff Mills, textile product manager for Beaver
Paper, a German company that supplies paper and graphic fabrics for the
44 SPECIALTY FABRICS REVIEW / July 2022

Specialty Fabrics Review July 2022

Table of Contents for the Digital Edition of Specialty Fabrics Review July 2022

Specialty Fabrics Review July 2022 - Cover1
Specialty Fabrics Review July 2022 - Cover2
Specialty Fabrics Review July 2022 - 1
Specialty Fabrics Review July 2022 - 2
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Specialty Fabrics Review July 2022 - cover3
Specialty Fabrics Review July 2022 - cover4
Specialty Fabrics Review July 2022 - Expo Brochure 1
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Specialty Fabrics Review July 2022 - Expo Brochure 6
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