FMN | January 21st, 2019

ICG Patriarchs ( Cont’d from Page 9)

“When I first started, we didn’t buy new equip- ment.We couldn’t afford it.The big guys bought new, and we bought their old stuff,” said Hirsh, who, in 1950, began working with his father at Accurate Box in Paterson, New Jersey. “We could live with used back then because our competitors also had used.To be competitive now, you have to buy new.” In addi- tion to speed and quality, advancements in inks and special effects are only available on newer machines. Buying new just wasn’t realistic when these four in- dustry veterans were rookies. It was difficult to se- cure loans, and if you were among the fortunate few, the interest rates could cripple you. According to Willie, it’s easier to borrow money today, and at lower interest rates. New Ideas Delivering great service and introducing new ideas, while keeping costs down, can drive repeat business, said Willie, who once sold a sporting goods company on the idea of packaging one of its products in foil. He had a theory that fluorescent lighting above the glass cases where the product was displayed would bounce off the foil, and consumers would notice this product first. Willie’s idea worked. The customer’s sales increased, and he earned their loyalty. It’s been 57 years since Hirsh boarded a plane toTerra Haute, Indiana, to sign his first high-volume account.Ac- curate Box had just invested in a new die cutter that could produce the inner fold-over chipboard piece in- side record jackets.When Hirsh brought on Columbia Record Club, he opened the door to a niche market. Serving niche markets differentiates you,he said. Dee’s first big deal came from a toy company out- side of Philadelphia.“They placed an order for a mil- lion boxes for a small novelty toy,” he said. “I remember feeling like I had finally made it.” These men still recall a time when the market was saturated with independently owned carton convert- ers. “There were more of us back then. Many went out of business, some have been acquired, and the big guys got bigger,” said Hirsh. Willie fears someday all the independents will be gone, though he has spent decades making sure that doesn’t happen on his watch.“Customers would feel the consolidation. They won’t have as much selec- tion,” he said. The ICG works tirelessly to make sure that its mem- bers have access to competitive pricing on raw mate- rials, equipment and consumables as well as learning and networking opportunities and other programs that help them continue to be successful.

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