Family-Run Printer Adds Signs for Survival Strategy

Written by: Frank Hazard

“This is a logical way to expand our services,” said Bobby Firestein, who heads SVECONWAY Printing, a family-owned company on Pittman Drive in Silver Spring.

Late last year, Firestein agreed to take over a vacant space next to his shop.  The new bay represented a 25 percent increase in square footage.

Over the past few months, SVECONWAY bought and installed in its new space several large-format plotters that can print photo-quality images up to five feet wide by any length on a variety of media, including paper and Vinyl. 

Typically these machines are used to make outdoor banners and signs for trade shows and retail shops, but uses are limited only by designers’ imaginations.  “When we were learning how to use the equipment, we wrapped my nephew’s drum set with a vehicle decal,” said Firestein with a grin.

Although Firestein would like his foray into signage to improve his bottom line, he is realistic about his industry’s potential.

“We’re just trying to maintain.  This is a tough time for printers; it’s almost either add services to keep your people busy and protect your market share or perish,” said Firestein.

Perish many have.  Firestein gets a call every week or two from a DC-area printer who is closing its doors.  “It’s kind of like being old and watching your peers die.”

“Over the past decade, only the most resilient small printers have been able to navigate the extremely challenging business environment that has pushed [approximately] 30 percent of their colleagues out of business,” said Ron Davis, vice president and chief economist of Printing Industries of America.

“We continue to see consolidations and acquisitions,” said Kerry Stackpole, president of Printing & Graphics Association Mid-Atlantic.

Business has been brisk since SVECONWAY began selling large-format services on Mar. 1. 

On a recent Wednesday afternoon, workers were outputting several dozen signs for a local real estate agent and trimming an image that would be part of a billboard. 

“We’ve been doing well so far considering we haven’t done any advertising,” said Firestein.  “A lot of people are rooting for us to make it.  I am cautiously optimistic about our diversity of business.  Now we have to execute and hope the economy picks up.”