Vol. 6 No. 4

Wisconsin produces much more than cheese

Printing is a huge business in Wisconsin. The badger state is a hub for the nation’s printing industry. Nearly 20% of the printing industry workers in the U.S. live within 300 miles of Milwaukee. Of the 100 largest printers in the country, 11 are headquartered in Wisconsin.

Skilled craftsmen, centralized mail distribution and the availability of paper are the keys to the development of such a large printing industry in Wisconsin. The state employs over 38,000 in the graphic arts. There are 14 million acres of commercial forest and 50 pulp mills that produce 2.39 million cords of pulpwood annually.

Pressman, Larry Post inspects a 6-up press sheet that’s printing on a 2-color Heidelberg at A.M. Mailing Services, Inc

This cluster of print related businesses has been a boom to direct mail marketers. It creates availability of quality products and services at competitive prices. It reduces the cost and time needed to ship direct mail components to lettershop facilities.

It provides resources for a high level of training, education and networking for employees. The end result is that Wisconsin has become a great market for producing direct mail.

Catalogers and magazine publishers have recognized the advantage of printing and mailing in Wisconsin for years. The Lakeland Postal District processes 8.4 billion pieces of mail annually. That’s the largest volume for any postal district in the U.S. Some industry experts are predicting that more catalogers and direct mail marketers will be locating in Wisconsin during the next decade. The Midwest location and availability of services is ideal for nationwide direct mail drops.

Wisconsin printers recognize that by working together they can learn better business practices from each other. They’ve partnered with the State of Wisconsin, Wisconsin Printing Industry and Wisconsin Manufacturers and Commerce to maintain a leadership role in the graphics arts industry. Wisconsin printers have built a competitive edge by keeping up with the newest technology and making sure that workers are continually upgrading their skills. The printing and mailing industry has become the "big cheese" in Wisconsin.