Many market forces are driving print runs shorter. I don’t know them all. I believe, however, that one factor behind this is that marketing folks are becoming more specific about targeting their customers. I also think that companies and individuals who buy printing want to limit the waste associated with getting too much printed.
Much short run printing is being produced on digital equipment, and this type of equipment has capabilities that go beyond the efficient running of smaller print runs. The ability to change content from piece to piece on the fly is one of the advantages of using some digital printing technologies. Other types of digital printing boast fast turnaround time. My intent here in this issue of Ps & Qs is to briefly explain the key differences in this technology, how it is converging, and how to find the vendors who can produce this type of work. To read more on some of the unique ways this technology is being used, see "Profit Anglers."
In my view, there are three major types of digital printing: liquid- or dry toner-based systems, ink jet, and direct to press. Xeikon, Canon CLC, and Indigo are toner, or liquid toner-based systems. Essentially, the plates for this type of printing are made on the fly for every impression, much like a copier or laser printer. The way their ink lays on the substrate is a little different than conventional printing and has its own unique characteristics. These systems can do variable printing through software supplied by the device manufacturer. The Indigo is sheet fed, while the Xeikon is a web press using rolls of paper. Most are duplexing presses (both sides of the paper), and all do very well at relatively short runs.
Ink jet systems are an exciting technology because of their low cost and how useful they are. There are millions of ink jet systems out there. Consider all the ink jet printers on desktops; you can hardly buy a computer these days without getting one. But the ink jet printer systems I am talking about are the larger format, higher production, throughput types. Many different substrates can be printed on by these systems, including plastics and canvas. This kind of equipment is perfect for large format – some print 60 inches wide – signs and banners, point of purchase displays, retail signage, and trade show booth applications. There are some systems designed for billboards and New York Times Square types of displays that are wider than 10 feet.
The direct imaging press systems are more like conventional offset lithography presses. The quality is very high, and longer run lengths can be achieved. These systems have automated inking systems, and make plates right on the press. Heidelberg with Presstek (makes the imagers on the press) and Scitex are the main developers of these types of systems. If the toner-based digital presses come from the copier and laser printer world, these systems are borne from the traditional printing presses, and employ sophisticated digital front-end prepress systems. This technology is relatively new and there will many innovations in this area in the next few years.
Printing is much more than the equipment you own. It is how you apply the technology to serve the market. Although toner-based systems allow you to do variable printing, not all printers who own this equipment do this type of work. How do you find printers who have the expertise, market focus, and equipment to produce the work you have to get done? PrintBid.com allows you to search its database of 4,200 printers on more than a hundred criteria, including the kinds of equipment they own. After you have found the printer that meets your production requirements, you can send them the spec of the printing project to bid on. This is a free service. You can find them on the Web at www.printbid.com.
Digital printing is growing at a fast rate. Twenty percent for digital black and white, and 30% for color digital printing. The benefits are many – shorter runs, faster turnaround time, variable printing, many different substrates, and there are many more. I’m sure one day you will be able to walk into a bookstore and pull a CD off the shelf, hand it to someone at the counter and have that book printed and bound while you wait. Already companies are doing this for books that are out of print. I am excited about what the future holds for digital printing technologies.
Many companies will be announcing new technologies at Drupa 2000, the world’s largest graphic arts tradeshow in Dusseldorf, Germany. Every five years the graphic arts industry gathers in Germany to view the latest technologies produced by the most innovative graphic arts equipment makers. Digital printing will be one of the most talked about areas of technology at Drupa, and there will be many product announcements focused on it at the trade show. I look forward to providing you with pertinent news on the results of this important international tradeshow in the June Ps & Qs.
Copyright 2000 PrintPlace.com, Inc. All rights reserved.
This article was last modified on May 1, 2000
This article was first published on May 1, 2000
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