The Right Tools For the Job

MARKETERS RECOGNIZE that smaller, more targeted campaigns achieve a greater return on investment. Successful in-plants are aiding the marketing process by providing both versioning and personalization.

• Versioning is when a similar piece is printed for multiple audiences. For example: a four-page company newsletter for a large corporation where the inside content is common to all versions but the front cover contains specific information for each location or division. Using versioning, each group receives relevant news about their company and job.

• Personalization takes this a step further: each piece is customized for the recipient. Simple personalization often includes the person’s name and a personal URL (pURL), which drives them to a Web landing page. Today, personalized services represent 5 to 10 percent of print.

Looking ahead, in-plants should consider how they will be able to efficiently provide a range of traditional offset print, versioned printing and personalization to compete in a continuously evolving market.

Where DI Fits In

DI presses, which are proven to operate with the lowest costs in the 250 to 10,000 range, facilitate these tasks. Conventional offset jobs are run with ease at the highest print quality (up to 300 lpi with FM screening) on a range of stocks. The fast makeready and precise registration to make changeovers easily and quickly make DI presses ideal for versioning.

For personalization in runs of more than 500, it is cost effective to print the four-color portion of the job on a DI press and then personalize the sheets with a toner-based device. This provides a durable mailer at a low cost per piece. A DI press provides maximum versatility and efficiency for printers looking to produce a range of work that will be delivered at a low price.

DI presses are also environmentally friendly, operate at speeds of up to 10,000 sheets per hour (20,000 letter size sheets) and easily integrate into existing digital workflows.

At Presstek, we incorporate these techniques into our own marketing. By using the DI alongside a toner-based machine, we reduced overall project costs by 50 percent for our direct mail campaign. We ran the four-color portions of our 6x9? postcards four-up on a 52DI digital offset press. We then used a toner-based device to personalize the postcards with a custom message, addresses, regional contact information and pURLs.

Catawba Print & Mail, of Hickory, N.C., also uses a 52DI to print personalized postcards. Owner L.F. Miller has found that the new DI has expanded Catawba’s capabilities, allowing the shop to offer a turnkey print/mail package to its customers, opening up new revenue streams and increasing competitive differentiation.

“We print thousands of 6x9? postcards that are messaged and addressed using our ink-jetting equipment,” says Miller. “With the 52DI, we are able to print four-up, full bleed, and the first cards are off the press and ready for addressing within 10 minutes. Our customers are delighted with the speed and quality. This press will revolutionize our business.”

The flexibility of a DI press can prove to be the right tool for efficient variable printing, offering an array of advantages for static and versioned printing as well. Operating with low costs in the 250 to 10,000 range, DI solutions drive efficiency, profitability and competitiveness.IPG

Brian Wolfenden has 25 years of experience in the printing industry. He is currently director of marketing communications at Presstek, a leading manufacturer and marketer of digital offset printing solutions. You can contact him at:

bwolfenden@presstek.com