Ahead of the Curve

Converters with clearly defined niches, such as high-quality printing, or end-use markets such as food, beverages, or tobacco, are the ones who are doing well, agrees Markens. Those who focus on owning a niche may fare better at keeping profits up than those who focus on owning a brand name. "If everyone recognizes the name of your largest customer, you could be in trouble," he contends.