What technology has given to the printing industry is an environment where high quality is the norm and is as easy as pressing a few keys on the computer. It has also, in New Mexico at least, made for fierce competition. In fact, many printers are reluctant to reveal the names of their clients, for fear other printers will try to steal them away with lower bids. Aguilar is also a board member of the Printing Industry Association, Denver region. Printing firms have a major investment in goods and equipment, and the technology changes rapidly.
Profit margins are low as well.
A recent study done by the national Printing Industries Association showed that the average net profit for a printing firm is 2.1 percent, although the most successful firms may make as much as 12 percent, according to Aguilar. Printing firms in New Mexico follow the national average. Yet there are hundreds of printing firms in the state. Aguilar says that's because it looks so easy. Aguilar's business, which specializes in high-volume printing of newsletters, booklets, inserts, business reply cards and coupons, is doing well.