From exotic to erotic: a lesson in print precision

In 1988, a Yellow Pages ad for Banner Travel mistakenly promoted “erotic travel” instead of “exotic travel” due to a typo by Pacific Bell, printers of Yellow Pages.

The error drove away much of Banner’s elderly clientele, reportedly cutting business by 80 per cent. While the Yellow Pages waived the $230 monthly ad fee, the agency’s owner, still dissatisfied, later filed a $10 million lawsuit.

The story is about an ad, but it is also a lesson on how important it is to have somebody managing the printing process to avoid costly errors.

Print brokers are more than the best deal-finders; we are technical experts who guide complex print projects from start to finish with precision, quality control, and industry insight—especially when things go wrong (and they will).

Some might argue that they hire a print broker to ensure things do not go wrong, but the highly technical and complex nature of long-run printing means that things can go wrong, especially where machinery is involved.

A print broker's role is to ensure that we overcome all challenges to deliver you a quality outcome—even fixing errors.

When print runs involve special requirements, such as unique packaging, high-end journals, or limited-edition tabletop games, a print broker can be the difference between a smooth process and a costly failure.

Why you need a print broker for complex print projects

High-volume print jobs face a range of quality and timing challenges, from managing paper and ink to maintaining machines. Small issues like colour calibration or paper alignment can quickly escalate, resulting in costly reprints or poor-quality outcomes.

A lot more than just a middleman

Print brokers leverage years of experience to advise on the best materials, finishes, and techniques for each project. From recommending durable, vivid paper for tabletop games to knowing each vendor’s strengths, here at MC2 we work to ensure high-quality results that would be challenging to achieve without industry connections.

Problem-solving and quality control

One of the key benefits of working with a print broker is our ability to anticipate and address issues in real-time. If a problem arises—like a supply delay or a technical glitch—our role as a print broker is to step in to troubleshoot. Hands-on management is especially valuable for complex jobs where errors can be costly.

Our job is to handle quality assurance at each stage of production, from proofing and colour checks to overseeing binding and final delivery—no detail is overlooked. This is particularly critical for projects with intricate artwork or custom finishes, such as embossing or foil stamping, where even minor flaws are highly visible.

Adding value beyond costs

While cost management is part of the role, print brokers add much more value by delivering technical support, managing production complexities and overcoming challenges. Established relationships with suppliers often allow for competitive pricing, but the focus is on quality and precision.

If you’re looking for reliable, professional print results, let’s chat.

MC2 Print – maria@mc2.co.nz | 021824933