The most-experienced shop can utilize the best available printer with high-end
inks in conjunction with top-of-the-line software and finishing expertise. But if
the wrong media is chosen for a particular job, then that job will surely suffer. To
steal—and slightly modify—a line from 1960s communications theorist Marshall
McLuhan, the media is the message.
Recognizing how critical media choice is, however, is just the prelude to identifying