The article went on to say that Pickett told delegates at an Abtech conference that because the printing industry was in turmoil, with rates dropping dramatically, tour operators should look to renegotiate contracts.
However, Pickett told PrintWeek that these comments were out of context and price was just one of the issues he addressed while talking to accountants at the conference.
"One or two tour operators have told me that because of the overcapacity in the print industry, they had been able to get better prices. But price was not the only point. I made two other comments about the massive amounts of waste, as well as the importance of quality."
But brochure printers reacted angrily to the story, describing it as "totally irresponsible behaviour".
Ron England, managing director of benhamgoodheadprint, said it was well known that prices were being driven down. "Everyone is trying to take advantage of that. But there is capacity in the business and one or two players are doing work at very low margins, only just about covering costs."
England added that over the past 12 months it had become common practice for customers to try and cut prices, even with contractual work. However, he did not think Pickett's advice could do much damage as it was down to printers to defend their prices. "People can try it on, but it's up to us to make the decision at the end of the day."
John Cooling, managing director of Goodhead Group, bgp's parent, added: "We can't afford to subsidise that industry for much longer. We've actually turned away work recently. We had the capacity but we couldn't afford to do it."
E-brochures were also on the agenda at the Abtech conference, but Polestar key account director Philip Adlem said that although they were playing an increasing part, the value of the printed brochure couldn't be underestimated.
"We work closely with our travel customers and continually suggest ways to save cost through data supply, soft proofing, CTP, pagination, paper, binding choice and distribution,"
said Adlem.
Story by Rachel Barnes
