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MARCH 2010 GRAPHIC ARTS MAGAZINE

is published ten times per year by B.K.L.K Inc. 72 Main St. Mount Albert, ON L0G 1M0 Phone: 905-473-9111 Fax: 905-473-6826 Outside Toronto: 1-877-513-3999 e-mail: info@graphicartsmag.com www.graphicartsmag.com

COVER STORY

Green marketing strategies for printers

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Submission deadlines are as follows: March 15 for April 2010 April 12 for May 2010 Publications Mail Agreement No. 40029380 Return undeliverable Canadian addresses to: Graphic Arts Magazine, 72 Main St. Mount Albert, ON L0G 1M0 email: circ@graphicartsmag.com

Publisher: Joe Mulcahy Associate Editors: Natalia Gilewicz

Kristen Read

Copy Editor: Mandy Bayrami

Senior writer: Tony Curcio Sales & Marketing Manager: Brian Collins Account Managers: Maureen O’Sullivan

Sandy Lee

Tim Mulcahy Classified Manager: Bruce MacLean Creative Director: Javad Ahmadi AliveProStudios.com Layout: George Dedopoulos Cover: AliveProStudios.com CTP supplied by: Sina Printing Paper: Buntin Reid

Printing: Sina Printing GRAPHIC ARTS MAGAZINE would like to thank our contributing writers: Johnathon Anderson • Norm Beange • Dean Bellefleur Diana Brown • Valerie Chen • Ruth Tupe • Peter Dulis Natalia Gilewicz • Andrea Mahoney • Tim Mitra • Gail NickelKailing • Myrna Penny • Kristen Read 2010 EDITORIAL BOARD

Javad Ahmadi, AliveProStudios.com Ernie Bardocz Danny Ionescu, HP Evan Cambray, Spicers Ken Harbin, Robert E. Thistle Ltd. Steve Klaric, Heidelberg Canada Jana Lucatch, Magnum Fine Commercial Printing George Mazzaferro, RP Graphics Group Brian O’Leary, Kwik Kopy Angus Pady, Digital Solutions Paul Tasker, Spicers

Opinions expressed in this magazine are not necessarily intended to reflect those of this publisher.

Graphic Arts Magazine accepts no responsibility or liability for claims made for any product or service reported on or advertised in this issue. Graphic Arts Magazine also reserves the right to limit liability for omissions and errors to a printed correction in the next issue.

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Printed on Sappi’s HannoArt Gloss Text.

Available from Buntin Reid.

16 For the record . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Kristen Read Scott McDougall, president of TerraChoice, on environmental efforts and how to avoid greenwashing.

18 Green marketing strategies for printers . . . . . . . . . . . Gail Nickel-Kailing Consider these 10 environmentally-responsible principles before you show off your green credentials.

28 2010 investment trends for large-format inkjet printers . . Peter Dulis “Digital printing is King.” So what are your options?

34 Apple’s new iPad – game changer? . . . . . . . . . . . . . . . . . . . Tim Mitra The scoop on the new iPad and what it has to offer.

36 Ryerson’s Colloquium 2010 . . . . . . . . . . . . . . . . Valerie Chen and Ruth Tupe Find out what made this year’s colloquium - Fusion: Exploring the Multimedia Mix - a hit.

38 Featured markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Kristen Read This month: eco-friendly printers and recycling solutions.

42 Judging by the package . . . . . . . . . . . . . . . . . . . . . . . . . Dean Bellefleur The scoop on eco-friendly packaging.

44 Breathe new life into your offset presses . . . . . . . . . . . Andrea Mahoney Alwan Print Standardizer: a pick-me-up for your presses.

48 The greenest thing . . . . . . . . . . . . . . . . . . . . . . . . . . . Johnathon Anderson Achieve more of your green goals.

52 Braille standards soon to become commonplace . . . . . .

Norm Beange

Incorporating Braille on our packaging.

54 Evolution of print and beyond . . . . . . . . . . . . . . . . . . . . . . Myrna Penny More print opportunities for our changing industry.

62 My customer asked me . . . . . . . . . . . . . . . . . . . . . . . . . . . Diana Brown What is poo paper?

8 50 58 59

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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

JOE MULCAHY

View from the publisher As of press time we are more than half way through the Vancouver Olympics and we have already earned more medals than the total number received in Turin four years ago. We may not own the podium, but we are doing well and moving forward in the right direction. The men’s hockey team played a disappointing battle against team USA, but I wouldn’t count them out just yet. It would be great to see both the men’s and women’s Canadian hockey teams achieve a medal.

her husband Fred Simper. Fred was well known in the industry for many years. He ran a successful company, Fred Simper Graphics. We wish Brent the best of luck in the future with the company.

It is the pleasure of all of us at Graphic Arts Magazine to bring this magazine to you 10 times a year. As many of you know, we distribute it to over 10,600 locations each month. We offer this magazine and its informative content to you for free in exchange for five minutes of your time once a year. So we ask you to please fill out the renewal form provided with this magazine and mail or fax it to our office. If you would prefer, you may also renew your subscription online at www.graphicartsmag.com (renewal page). The five minutes to return the form is required by our auditors to ensure our advertisers that our magazines are going to their target markets. Thank you for your time.

With rumours of bankruptcies as well as real bankruptcies, such as Allprint Ainsworth Associates, a lot of people are living in fear of failure.

Fortunately, Cober Printing will be absorbing most of the clients and staff from Allprint Ainsworth Associates. During these times, we have to look at the inspiration that our Canadian athletes have shown. They work for four years through grueling training and sacrifices all for their shot at glory that can be made or broken in a second. It’s time to stop whining about how bad it is and start looking at the opportunities that are all around us. We’re not the first industry in history to have gone through a rough time. It’s through the hardships that our human ingenuity is developed. The test of the entrepreneurial spirit is not shown during the easy times; it is shown in the trying times when we have to dig deep and not just endure, but rather look for new and more efficient and ingenious ways to make our lives better.

Our focus this month is “green” and what better month to have it than in March, just in time for St. Patrick’s Day. On behalf of all the crew here at Graphic Arts Magazine, I would like to wish you a very happy and lucky St. Patrick’s Day. And as the Irish blessing says, “May you live as long as you want, and never want as long as you live!

As always, stay positive and stay focused. ........................................................................................................................................

Joe Mulcahy joe@graphicartsmag.com

Take note of the date of June 17 because Ryerson University and CIP4 are having a JDF educational event. For more information, visit: www. ryersonjdf.eventbrite.com.

On a sad note, I was speaking to Freda and learned of the passing of

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Reuse I’d like to begin by shamelessly congratulating my two amazing friends on their recent engagement. Todd Cober (Cober Printing) and Magda Stolarczyk (Spicers) are GCM class of 2005 and 2006 respectively. They are both amazing individuals that this industry is lucky to have. More importantly, they are lucky to have each other. Love you both and congratulations!

market. Universities are a great example of the emerging gamechanging rules of being green.

As promised, I’d like to share a case study example that involves a great direct marketing initiative by Keiger Direct and its client, Salem College. At the last DIA meeting, I learned about the success of a campaign that used personalized URLs to drive recruitment efforts for the school. By sending out postcards, Salem was able to take students through an online survey that resulted in a personalized custom-catalogue being sent to their home. From the marketer’s perspective, the campaign had great numbers. For example, Spring visits increased by 46 per cent. From a green perspective it outright reduced the mailing by 20,000 pieces! That is a lot of paper, handling, energy, transport, and etc. And while some may see this as the glass half-empty slashed print-run, the optimist will see the opportunity to be the solution provider.

As if this didn’t embarrass the pair enough, the green issue of our magazine is one of the most thoroughly read of the year. I typically receive great emails and comments from our readers. This is clearly a testament to how important the environment is to people in our industry or, perhaps more importantly, to their clients.

In this issue, you will find advice on how to approach sustainability. Gail Nickel-Kailing starts off by describing the green landscape of our industry, followed by several wonderful case study examples in Canada. She also provides you with a list of great questions to take you one step closer. Her article is a really accessible approach to starting green initiatives in the right direction.

Enjoy the issue and practise one of my favourite “Rs” by reusing it and sharing with a friend! .................................................................................................

Natalia Gilewicz natalia@graphicartsmag.com

I would like you to consider green from a slightly different, and perhaps more dramatic, perspective. To a large portion of our industry, green will forever alter the way business is done. Perhaps the easiest way to wrap our minds around this is the book publishing industry where print on demand books are produced only upon purchase. But the impact is certainly not limited to this

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Active Bindery has recently installed a new automated Standard Horizon BQ-470 multiple clamp perfect binder into its Calgary, Alberta-based facility. The company, which has been in the industry for the past 20 years, purchased the device from Quantum-Cortech Bindery Equipment. Active Bindery invested in this machine to compliment the variety of services it offers such as folding, collating, stitching, custom tab cutting and laminating.

800 Trade has added a new 64” Mutoh Valuejet 1614 Eco Solvent Printer to its equipment base. Purchased from IMAC, the Mutoh has a high production speed of 183 square feet per hour. Based in Brampton, 800 Trade was established in 2005 as Design & Print Studio. The company plans to launch trade services under the website 800trade.ca for all the large-format needs of the market.

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Waterloo Printing has purchased an HP Indigo 7000 Digital Press, along with the HP Smart Stream Director. The full-service commercial and digital print solutions provider has been in the business for 70 years and specializes in high-end print jobs such as annual reports, catalogues and marketing materials. Waterloo Printing made the decision to buy this device to continue to evolve its business and meet its customers’ changing needs. Mike Litwiller, company President, said that after moving into the digital market 5 years ago, the customer base has grown dramatically. The HP Indigo was chosen because it can provide clients with new services and allow for shorter print runs. High-quality materials can be printed quickly and affordably.

Recently installed at Kendrick Printing is the Morgana Major Air Feed Folder. Located in Winnipeg, the company bought the machine from Sydney R. Stone in November at the Graphics Canada trade show. Introduced to the industry in 2003, more than 100 of the folders have been installed in Canada since. Kendrick Printing chose this 14 x 20” machine specifically because of its ease of operation, as well as its ability to handle a wide range of paper weights and types of folds. Its features include variable speed, batch counting and enclosed fold plates with digital readouts. The device’s patented pulse feed wheel system allows reliable feeding of curly and static charged paper as well.

Pictured is Scott Kendrick, owner of Kendrick Printing, with the recently installed Morgana Major folder.

Pictured is press operator Chris Litwiller standing next to Waterloo Printing’s new HP Indigo 7000.

MARCH 2010 | GRAPHIC ARTS MAGAZINE

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News and comments ADOBE CELEBRATES 20TH ANNIVERSARY OF PHOTOSHOP In February, Adobe commemorated the 20th anniversary of its flagship product: Photoshop. The technology was launched in 1990, a ground-breaking program in the field of graphic design.

For the latest news and comments, visit us at

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Ideal for photographers and designers, the software has undergone dramatic changes and improvements in its two-decade history. Now in its CS4 version (with rumours of CS5 in the works), the technology has redefined what creative professionals are capable of in the realm of visual media.

HEINZ REVEALS NEW MESSFREE KETCHUP PACKETS For the first time in decades, Heinz has changed its individual ketchup packet packaging. The new Dip & Squeeze dual-function package allows users to either peel back the lid for dipping, or tear off the tip to squeeze onto foods. The new packet can also hold three times more ketchup than the traditional design.

To kick off a year-long celebration, Adobe commemorated the anniversary with an event at the Palace of Fine Arts Theatre in San Francisco on February 18.

Today, Photoshop has many users and fans alike. Its Facebook page has more than 370,000 followers, and more than 2,500 books have been published by the Photoshop communities worldwide.

The new Heinz Dip & Squeeze product marks the first ketchup packet makeover for the food service industry in 42 years, says Heinz. In the past, on-the-go eaters have struggled to open multiple ketchup packets while worrying about making a mess.

NAPL HONOURS TWO CANADIAN COMPANIES WITH MARKETING AWARDS The NAPL has recognized 19 graphic communications companies for marketing excellence; among them are two Canadian businesses. Pazazz Printing based in Montreal, Quebec and Print Three located in Concord, Ontario were honoured with multiple awards, which were presented at the NAPL Marketing Plus Awards luncheon on February 15.

“For more than a century, product and packaging innovation based on a thorough understanding of what consumers want has been a critical part of the great success of Heinz Ketchup,” says William R. Johnson, chairman, president and CEO, H.J. Heinz Company. “Heinz Ketchup’s Dip & Squeeze product is just the latest milestone in our long history of packaging innovation.

From the first plastic ketchup bottle to the Top-Down and Fridge Door Fit, Heinz continues to lead the industry in ketchup packaging innovation.”

The awards program honours graphic communications companies for marketing excellence in 12 marketing categories, ranging from Corporate Identity and Direct Mail to Sales/Lead Generation and Website Presence. In this year’s second annual competition, 52 awards in total were given out at an awards luncheon, part of NAPL’s 2010 Top Management Conference in Marco Island, Florida.

“As with NAPL’s Management Plus and Customer Plus awards, the Marketing Plus program does not judge printing craftsmanship – although there were many splendid examples of superior printing in the entries,” says Joseph P. Truncale, president and CEO, NAPL. “Instead, Marketing Plus recognizes those companies that have demonstrated their ability to realize the full potential of marketing in all its forms as a key driver of their clients’ success and their own growth. NAPL is proud to honour their achievement.”

RYERSON AND CIP4 ANNOUNCE JDF EDUCATION EVENT Ryerson University and CIP4 have recently announced plans to hold a JDF education event. The one-day program will feature several presentations and case studies from industry experts, followed by hands-on labs and workshops.

The seminar will be held on June 17 at Ryerson University, in conjunction with the PIA Automatic Solutions Network event occurring

Congratulations to Pazazz Printing and Print Three! www.graphicartsmag.com

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July 15-16. It is designed for small and medium-size printers, prepress users, workflow consultants, middle managers, senior management and technology implementers. Each attendee will receive free booklets, vouchers and resources as well as have the opportunity to try hands-on labs featuring many leading JDF and workflow solutions using Ryerson’s computer equipment.

“We’ve seen a significant increase in printers implementing JDF-enabled print automation over the last year,” says James Harvey, executive director, CIP4. “With the 2009 economic downturn, print automation was one of the few ways printers could improve profitability and service with a fast return on investment. However, many folks need to see it for themselves, try it out and learn firsthand before starting an automation program, and this program is right on the mark.”

For more details on the program and to register, please visit www.ryersonjdf.eventbrite.com

VANCOUVER’S CONTAC ACQUIRES FORUM PRODUCTIONS Forum Productions, a commercial printer located in Delta, B.C., has recently been acquired by Contac. The marketing solutions company is headquartered in Vancouver, B.C. and is set to obtain a range of print equipment in this acquisition to complement its existing print infrastructure.

Contac will obtain a 6-colour, 40” sheetfed press; a 4-colour UV hybrid, 29” sheetfed press; a die-cutter/foiler; and an assortment of other assets totalling 39 pieces. The company says this will allow it to significantly increase daily print

output to more than 1.6 million sheets per eight-hour shift on offset presses.

“With a powerful and innovative print production facility, Contac has both the equipment and experience necessary to handle complex print jobs,” says Gary Gunter, GM of print operations, Contac. “Contac continually invests in new equipment and technology to ensure we remain industry leaders. The acquisition of Forum’s printing equipment was exactly in line with our growth goals for 2010.”

Forum’s current clients will be transitioned to Contac including Canada Post, the City of Vancouver, Boston Pizza, Direct Buy, Canadian Cancer Society, Frequency Magazine, Vancouver Community College, among others.

“The commencement of 2010 also marks a period of remarkable growth for Contac,” says Riaz Pisani, president and CEO of Contac. “With our increased volumes generated by the Contac Procurement Platforms, eConcierge™ Program and our expanding client base, the acquisition of additional print machinery operated by an experienced staff could not have come at a better time.”

GRAMMY AWARD FOR PACKAGING GOES TO CANADIAN NEIL YOUNG FOR HIS BOX SET This year at the Grammys, the award for Best Boxed or Special Limited Edition Packaging went to Neil Young’s Archives Vol. 1 set. Neil Young, Gary Burden and Jenice Heo collaborated to create the design and accepted the award together.

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For some, however, the device is lacking certain elements.

With no USB port or SD card reader (unless you go ahead and buy an adapter) some ask the question: “isn’t it just a big iPhone?” – except, it’s not a phone. It does have a speaker and a microphone, but with no camera, video chatting is taken out of the equation.

In the U.S. the tablet will range in price from $499 to $829, but no word yet on prices for the Canadian market. Apple reportedly has yet to enter negotiations with Canadian cellphone carriers that would provide 3G mobile data services for the device as well, meaning it could take months before the iPad reaches Canada.

RYERSON’S GCM PROGRAM HOLDS SUCCESSFUL COLLOQUIUM 2010 EVENT On his blog, Gary Burden describes how he took part in designing the packaging, noting that the original concept was simply meant to be a box that could house 10 CDs, a poster, stash box and a book. “But,” he says, “as we worked with the archivists and found more and more material, I began to see ways that I could make the ‘box’ more than a box.”

A newsprint-style background was used to decorate the outside of the package. Letters spiral around it that spell “Neil Young” when four boxes are stacked side-by-side – keeping in-store displays in mind. A lot of thought was also put into the design of the book, a journal, that is included in the box set as well. Meant to replicate Young’s original leather-bound journal, the team silk-screened a Mexican hand-made substrate to match it as closely as possible. For the inside pages, the paper choice was Mohawk Via for its ability to stand up to heavy amounts of ink.

To find out more about the concept and design elements, see Gary Burden’s blog post at www.garyburdenforrtwerk. com/archives/231.

APPLE UNVEILS NEW IPAD

In a much-anticipated product launch, Apple’s Steve Jobs called the new iPad a “truly magical and revolutionary new product.” As a middle-ground between the smart phone and the laptop it is certainly revolutionary, but some say the device fills in a gap that didn’t necessarily need filling.

At half-an-inch thin and 1.5 pounds, the iPad is compact and convenient. It boasts a 9.7” display with 10 hours of battery life and up to 64GB in storage. It will allow users to portably look at photos, write emails and watch movies anywhere. It will also be useful as an e-reader device, surpassing Amazon’s Kindle in technological capacity and functionality. The iPad’s touch-screen capabilities mean easy page turning and better readability when looking at newspapers online. Books can be directly downloaded to the device via a new bookshelf-style app. www.graphicartsmag.com

Approximately 100 students, faculty and industry professionals attended GCM’s annual Colloquium event at Ryerson University on February 2nd. With the theme of Fusion: Exploring the Multimedia Mix, the night was filled with good food, good company and some great insights into the changing world of print and multimedia.

The evening started off with a Thai and Greek-themed dinner buffet and a chance for Ryerson students to rub shoulders with some of the Canadian printing industry’s most influential professionals.

The night’s first speaker, Daniel Dejan of Sappi Fine Paper, discussed the fact that although print has been the chief means of communication for some 500 years, things are changing and there are new market expectations. Today, our personal information has become our greatest asset for market researchers in terms of finding out the best ways to deliver a message to customers on an individual level. Dejan also touched on the fact that, culturally, we trust print. Information from newspapers and magazines means more to us than from the Web because on the Internet there are no filters; anyone can upload anything. In his opinion, magazines and newspapers are still key ways of reaching audiences, despite people who may think otherwise.

Other speakers included JP Fozo from Rogers Publishing and Jeffrey Stewart from Trekk Cross-Media. Fozo’s presentation touched on various challenges in the multimedia mix, including how to put both users and advertisers first at the same time. He showed the audience some unique recent marketing strategies such as the Dove “Real Beauty” campaign, Esquire Magazine’s augmented reality issue, as well as a recent idea from Rogers Publishing offering personalized magazine covers to subscribers. Jeffrey Stewart talked about the reason behind the fact that overall marketing budgets are staying the same, but digital advertising is increasing. Why? Traditional media is in decline. He also noted that word-of-mouth is, and always will be, the most trustworthy means of communication for consumers.

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All in all, the evening was a great opportunity to learn more about the latest developments in multimedia and a chance for students to show off their hard work to a group of people who they may one day work for. (Coming up on March 4 is GCM’s annual internship and graduate job fair. For more information, visit www.ryerson.ca/gcm).

The general consensus among students was that the generosity and support for the Graphic Communications program shown by the industry has been an extremely positive and encouraging experience.

Sponsored by Avanti Systems, Fujifilm, Heidelberg, Topknotch and several others, the event turned out to be a great success.

Congratulations to Ryerson’s third-year GCM students for a job well done!

EFI ANNOUNCES NEW FIERY VUE DESKTOP APPLICATION In a recent webcast, EFI announced a new desktop application called Fiery VUE. The product is designed to make office document production easy, cost-effective and environmentally-friendly. The company says it is designed for any functional group across an enterprise including sales, marketing, finance, legal, HR and training. “Fiery VUE is a game-changing application from EFI. We believe it will eliminate office workers’ ongoing frustration associated with searching for available printers, installing various print drivers or just trying to print a nice looking finished document,� says Toby Weiss, general manager and senior vice president, Fiery division, EFI. “As companies seek solutions to lower costs, speed turn-around times and reduce waste in support of their green initiatives, Fiery VUE enables fast production of professional-looking documents while dramatically improving productivity.

EFI says the application requires only minimal training to operate and can be accessed directly through Microsoft Office applications. It is designed to make the publishing of professional-looking finished documents fast and simple for all office workers. It allows 3D viewing, so users

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can see the pages, how they are laid out front and back as well as binding options. Multiple files can also be combined into a single document.

EFI’s Fiery VUE is available for download now at www.efi.com/ fieryvue. The download is free for EFI’s Fiery customers.

WORLD’S LARGEST BOOK TO BE PUT ON DISPLAY FOR FIRST TIME Since it was created 350 years ago, the Klencke Atlas has never been on display to the public – that is, until this year. As part of an upcoming British Library summer exhibition on maps, the largest book in the world will open its cover to reveal its pages to the masses for the first time.

First presented centuries ago to Charles II, the book requires six people to lift it and stands at approximately five-feet-tall and six-feet-wide. It was given to the King by Dutch merchants and was reportedly placed in his cabinet of curiosities.

The British Library exhibition will feature about 100 maps, many of them on display for the first time. The collection features what is considered to be some of the greatest maps in the world. The purpose of the presentation is to show how the world’s great maps could be just as important as great art.

FUJIFILM INTRODUCES NEW ACUITY ADVANCE HS Fujifilm has recently announced the latest in its Acuity series of wide format digital printers: the Acuity Advance HS (high speed). This flat bed printer with UV digital imaging technology offers production speeds of over 700 sq. ft. per hour in its new express mode.

In addition, the new version can print photography quality at speeds of up to 430 sq. ft. per hour. The printer utilizes Fujifilm’s Uvijet inks with Micro-V dispersion technology that delivers wide adhesion, vibrancy and durability.

“The Acuity Advance HS builds on the success of the Acuity Series by increasing the print performance to compete directly with much more expensive printers, but with the superior print quality that our customers expect with an Acuity,” says Scott Tait, product manager, Display Graphic Equipment, Fujifilm Canada. “The Acuity Advance HS is a true flatbed printer providing precise registration and edge-to-edge printing which saves time, labour and material. In addition, the roll media option makes it a cost effective UV roll solution for printing onto any number of flexible materials. This makes it idea not only for graphic display POP printers who need higher productivity, but also for offset printers and commercial photo labs interested in a cost effective production press to expand their business to include high-quality flatbed printing.”

Commercial shipments of the Acuity Advance HS are set to begin in March. For more information, visit www.fujigraphics. com/acuityHS.

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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

ECO NEWS

Eco News

DRAMATIC INCREASE IN ECO-PAPER OPTIONS

According to information recently released by Canopy, an environmental non-profit organization, the number of leading eco-friendly printing papers available in North America has dramatically increased. According to the organization’s database, in the past 18 months the number has more than doubled, from 97 to 228.

Canopy says the increase in eco-paper options is the result of large paper buyers demanding more papers with ecological attributes. Despite recent troubles in the North American paper industry, the environment is still a growing trend. Presently, there are 228 environmentally-rigorous papers suitable for book, magazine and newsprint publishers available on the market.

“We’re witnessing a phenomenal shift in the paper industry where sustained and growing green demand is steering paper production towards eco-friendly options, giving a life line to mills and a future for our endangered forests and species,” says Nicole Rycroft, executive director, Canopy.

Canopy’s database is reportedly the most rigorous census of eco paper options available in North America. It tracks the quality of all papers and ranks them so that consumers can be informed of the best ecological options.

Brought to you by

ca program. In an idea started by TN Marketing, the program allows companies to distribute cards printed with special codes that, when redeemed, plant a tree on the user’s behalf.

Topknotch, a well-known printer in the GTA, is currently the only print provider involved with this program so far. The company has printed cards on 100 per cent biodegradable paper, each with a unique code. Upon receiving a card, users can visit www.plantyourtree.ca, enter the code, and pick a location where they would like a tree to be planted.

In conjunction with the Conservation Foundation of Greater Toronto and the Toronto and Region Conservation (TRCA), the program will email users an e-certificate to commemorate their environmental efforts. Trees will be planted by the TRCA during the next available planting cycle.

Approximately eight trees are used for every 1200 pound skid of paper. In its next step to become more eco-friendly, Topknotch is hoping to offset this consumption by offering its clients the option to plant eight trees for every skid used. In addition, in the coming months the company will implement a calculator on its website to track how many trees will be used for a specific job, with the option to return to the environment what was used up.

Keep your eyes open for a tree gift card from Topknotch, and for more information check out www.plantyourtree.ca.

KRAFT STARTS NEW YEAR 150 MILLION POUNDS LIGHTER In a move to become more environmentally friendly, Kraft Foods has cut out 150 million pounds of material from its supply chain. After making the decision in 2005 to become more sustainable, the company has exceeded its packaging reduction goal two years ahead of schedule, eliminating the equivalent of more than 150 fully-loaded jumbo jets of material.

SUPPORT

Kraft has developed an Eco-Calculator to determine the most optimal packaging design for its products with the least impact on the environment. In the U.S., for example, the Oscar Mayer Deli Creations packaging was redesigned with 30 per cent less paperboard. This is expected to keep 1.2 million pounds of packaging out of landfills per year. Similar measures have been taken around the world for Kraft’s food packaging in Europe and Australia.

RESPONSIBLE

FORESTRY.

“Our global team of employees is doing a phenomenal job creating opportunities to reduce packaging material while assuring convenience and safety,” says Jean Spence, executive vice-president, research, Kraft Foods. “We’ve invented a tool to help us design more efficiently. And we’re finding smarter source materials, reducing our footprint and thinking differently about packaging end of life. We’re sharing ideas, challenging and motivating one another, so this is truly a collaborative team effort.”

When you consider that only 10% of the world’s forests are certified, we have a long way to go. The good news is that there are a number of credible forest certification programs. And each one, including SFI, encourages responsible forestry. For more on

TOPKNOTCH PRINT AIMS FOR A GREENER TORONTO

forest certification and what you can do, visit www.sfiprogram.org.

In an effort to give back to the local community and environment, Mississauga-based Topknotch Prep & Print is giving the gift of trees in support of the plantyourtree.

MARCH 2010 | GRAPHIC ARTS MAGAZINE

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FOR THE RECORD

KRISTEN READ

For the record This month I interviewed Scott McDougall, president of North American environmental marketing firm TerraChoice, to find out how the print industry is stacking up environmentally and discover his tips on how consumers can avoid greenwashing.

Historically, the printing industry has not always been known for its eco-friendliness. Are you seeing that turn around these days or do we have a lot of work left ahead of us?

I would say both are true, actually. The industry has really begun to take environmentalism seriously, but there is still a lot of work left to be done. This is not unique to the printing industry though; it is actually a sector that is ahead of most. That’s the result of the sector’s willingness to adjust its practices principally in forestry. Great progress has also been made in the areas of inks and VOCs and solvents as well, but there is a lot of distance left to go.

What are the goals of TerraChoice – what are you out there to accomplish?

Our mission is to work with the marketplace to advance sustainability. More specifically, to help environmental leaders win market share. We formed as a unit of the Federal Government of Canada back in 1995 to deliver the nation’s EcoLogo Program and our principle is still the same: using EcoLogo criteria to define environmental leaders. We want to help them build market share based on their genuine efforts. Our niche is the translation of great environmental science into great competitive advantage.

What are some things about TerraChoice that people may not be aware of?

I think that not many people realize the extent of the other things we do beyond EcoLogo. We have a new subsidiary called TerraVeritas, which is all about claim verification. We also have a marketing consult-

98%

We hear about greenwashing a lot these days.

What are some tips you have for consumers to avoid being misled when making purchasing decisions?

We have spent a lot of time looking at greenwashing and the various ways that some companies might be misleading customers. In terms of purchasing decisions, I have three pieces of advice for consumers out there: 1. Despite your concern, don’t stop supporting greener products and services where you can find them. It is better to support the companies that are at least trying than those that aren’t. When you support a business that is claiming to be green, you are sending an important signal that this is something that is important to you. Don’t give up.

2. Look for legitimate certifications where you can find them. EcoLogo is one, but it is not the only one.

FSC is another reliable certification in printing, and there are others as well. Remember though: not all genuinely green companies have a certification!

3.When you are choosing one seemingly green product over another, pick the one that is communicating the facts and providing proof. Choose the one that is providing more information and detail and has a greater amount of transparency in what it’s doing.

Are you seeing an increase in the legitimate use of eco-labeling, or are there still a lot of companies out there trying to pull the wool over their customers’ eyes?

Over 98% of the 2,219 products surveyed in North America committed at least one of the Sins of Greenwashing. *The Seven Sins of Greenwashing: Environmental Claims in Consumer Markets, TerraChoice, 2009.

MARCH 2010 | GRAPHIC ARTS MAGAZINE

ant practice and a marketing strategy practice.

Because of our history and relationship with the government, and because of the things we’re passionate about, we are a very mission-driven organization.

Here again, both answers are true. In a recent survey we conducted, we saw the frequency of companies providing “no proof” behind their green claims going down, and we saw the use of legitimate labels going up. However, we also, unfortunately, saw a new phenomenon: marketers are branding products using what looks like a third-party certification, but actually is not. We call this the “Sin of Worshipping False Labels” (for more information about TerraChoice’s “Seven Sins of Greenwashing” study, see our Featured Markets consumer report on page 40).

How can companies use environmental certifications as part of their marketing strategy?

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Certification can be an important tool to demonstrate environmental leadership, but it is important to remember it doesn’t suit all purposes. If a company is communicating a legitimate environmental message, and its customers are believing them, there may not be a need for it.

Certification can be used as a communication tool and is meant for those companies and products that need to build a level of trust around their environmental claims.

have a credibility gap, they need to choose a certification program that is most legitimate and best recognized by its customers.

Companies that become certified must remember though: don’t assume that this is the end of the marketing challenge. Really make use of the certification and explain its significance and value to customers.

What are some everyday steps that printing and graphic arts companies can do to try and be more environmentally friendly?

Scott McDougall, president, TerraChoice

Some organizations are demanding certification, but this is not true in all cases. The goal is to fill the credibility gap between the claim and the customer. If they

79% Average increase in the number of ‘green’ products among North American stores visited in both 2007 and 2008/2009.

The most significant thing is to take an honest look at where they are today. They need to understand what their real environmental impact is. Ask yourself: what are our impacts? Are they principally based on the use of chemicals? Or are they principally based on paper choice?

Systematically, one step at a time, take action. It doesn’t all have to be done at once; it doesn’t even have to be done this year. It can be a journey. Once you start recognizing and achieving steps in the journey, be really proud about it – brag about it! Don’t take one step and claim you are green; keep going.

Expect your customers to reward you, because they will. They will join you and support you on your journey.

Kristen Read kread@graphicartsmag.com

*The Seven Sins of Greenwashing: Environmental Claims in Consumer Markets, TerraChoice, 2009. www.graphicartsmag.com

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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

GAIL NICKEL-KAILING TECHNOLOGY

FRANKLIN GOTHIC

Green marketing strategies for printers It was 2007 when “green” went mainstream; and in the past several years, it has captured the public consciousness. There were 2,400 trademark applications for terms and phrases with “green” in them and 900 more with “eco.” The number increased in 2008; there were 32 per cent more applications for trademarks containing “green” and 98 per cent more containing “eco.”

While many companies are touting their green credentials – in response to public pressure – some are venturing into “greenwashing” without true sustainable practices in place.

The printing industry has been under pressure to adopt environmentally-responsible initiatives and processes like other industries. External pressure includes government initiatives, sustainability ratings, eco-labeling programs and even carbon taxes.

A survey conducted in 2009 by Park&Co, a Phoenix AZ advertising agency, found that 80 per cent of consumers consider themselves some shade of green.

And manufacturers and marketers are trying to keep up: green advertising went up three-fold between 2006 and 2008 and grew ten-fold in the last 20 years.

The result? Print buyers are looking for suppliers and service providers that are greener.

There are three camps of printing companies claiming to be green. There are printers who have been from MARCH 2010 | GRAPHIC ARTS MAGAZINE

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the beginning, there are printers who are going green under pressure, and there are those trying to look green without really being concerned about their processes or the effects of the products they produce.

Printers have been required to deal with environmental regulations for many years, such as emissions of VOCs, handling of contaminated water and toxic waste as well as tracking of inks, solvents and other chemicals. Recycling of waste paper and corrugated is good economy; you get paid for your trash!

While the move to sustainability initiatives is often a reaction to customer requirements, it can be a differentiator between one printer and another. What many companies are finding is that a sustainable business – that is, a green business – can also be more efficient and profitable.

Yes, some elements of sustainable print have a cost, but many have a quick payback and will continue to bring savings year after year.

The future will have a focus on the triple bottom line: economic, environmental, and social benefits to the company and its stakeholders. Proactive printers will benefit from cost reduction, process improvement and an attractive position for their customers.

In the report, “Sustainable Print in a Dynamic Global Market,” available from PRIMIR/NEPS, the authors express it simply: www.graphicartsmag.com

*Recycle everything. This generates income. *Reduce everything. This reduces cost. *Communicate with customers about your green initiatives and products. This generates business. *Communicate with and educate employees, suppliers and the local community.

A QUICK LOOK AT THE INDUSTRY

Where are we now? While more and more printers are adopting sustainable programs, more than half have not yet. “Printing Continues to Go Green,” published in 2009 and available from WhatTheyThink, asked printers what environmental initiatives they had in place. The responses were: *33 per cent identify their company as an environmentally-sensitive business in marketing and sales materials and promotions. *24 per cent promote recycled papers as better than “typical” papers. *22 per cent justify new equipment purchases because of a more favourable environmental impact. *22 per cent have special green certifications from independent organizations. *6 per cent perform an “environmental impact” statement or audit. *3 per cent buy wind power. *2 per cent buy carbon credits. *<1 per cent buy or use solar power.

Unfortunately, numbers like these still seem to indicate that for many printers, their green strategy is to talk the talk before they walk the walk.

TEN GREEN PRINCIPLES

There are 10 basic principles of environmentallyresponsible print that should be considered before developing a marketing campaign promoting your green printing company. *Always ask, “What is the best way to communicate your message?” *Design for reduced energy use, water use and waste impacts. *Design for recycling, reuse and recovery – the “3Rs.” *Select materials with less impact and toxicity. *Increase use of recycled and renewable materials. *Seek independently verified data about environmental aspects and lifecycle impacts. *Optimize production techniques to eliminate scrap, error and waste. *Select lower-impact packaging and distribution systems. *Maximize the length of the product’s useful life.

Underlying these principles are processes and procedures that will ensure your company is truly green.

The future will be greener and the most successful printers will be those who are proactive and driven by their own strategy. The question remains, “How do I get there?”

BUILD A GREEN TEAM

Before you gather your sustainability team or green committee, you need buy-in, support and commitment from the executive team. Without budgets and the ability to take action, your team cannot make real change in your company.

A green team needs to be fairly small – 10 to 12 members – and diverse. Whether you designate or ask for volunteers, members should come from across the company including sales, operations, production and administration.

Creativity is the key to successful sustainability initiatives. Encourage creative ideas across all functions throughout the operation including the building and grounds. While cost cutting can be the end result, seeking cost savings as an initial goal can smother new ideas. Many printers have found identified cost savings after a new initiative was put in place.

Launching green projects with a clear proposal will make it more likely that the initiative will succeed. Project proposals should include the following: *A simple definition of the action to be taken in a short sentence. *A quantifiable benefit that the company will receive from implementing the action along with any intangible benefits, such as employee satisfaction or improved morale. *An outline of the project costs. *A summary of the risks associated with the project. *A method for tracking, measuring and reporting the results.

When your project is complete, don’t forget to celebrate your success. As you uncover efforts that make a difference, let the rest of the company know all about it. By celebrating your wins, you encourage all employees to keep moving toward environmental sustainability for the company and for themselves.

WHERE DO YOU START?

Start with the basics. In 2009, the Printing Industries of America (PIA) rolled out “The Green Guide for Graphic Communications: Growing and Profiting through Sustainability” to its members. While the guide provides a detailed assessment tool for printers, it’s really based on the old adage, “what gets measured, gets done.”

With or without the “Green Guide,” you will want to benchmark the current situation in your operation before going forward. Consider these questions: *What do you make? *What is it made from?

*Recover, reuse and recycle materials at “end of life.” www.graphicartsmag.com

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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

*Where do the raw materials come from? *What are the upstream impacts of your raw materials? *What processes are used? *What do you waste? *What happens to the waste? *What happens to what you make? *What are the downstream impacts of production?

While you are dealing with internal issues, keep an eye out for changes and opportunities developing outside your company. Watch for new industry standards, changing legislation, or even the “next wave” of change. Think outside of your company and outside the box.

As you develop your green plans, always have a Plan B. Cost savings and process improvements do not always pay off as expected. By including contingency plans, you will be aware of both the risks and rewards.

WHAT THE GREEN LEADERS ARE DOING

Every year, printers who are implementing a wide variety of sustainability initiatives and practices are recognized across North America. Recognition may come from local sustainability groups, city or provincial governments, or even national or international organizations. Learn from them and build your own programs.

We’ve selected four printers from across Canada: Farnell Packaging, Dartmouth, NS; Metropolitan Fine Printers, Vancouver, B.C; Skytone Printing and Graphics, Red Deer, AB; and Hemlock Printers, Vancouver, B.C. The following are mini-case studies describing their activities and the resulting benefits.

CASE STUDY – FARNELL PACKAGING, DARTMOUTH, NOVA SCOTIA Farnell Packaging Ltd., established in 1961, evolved over the last 50 years into a totally integrated manufacturer of flexible packaging. The company is a second-generation family-owned company. Based on the founders’ values, the company has long been environmentally-conscious and socially responsible.

In the late ‘70s and early ‘80s, common sense activities, such as separating office paper for recycling, influenced the production floor where corrugated was

recycled. Soon the company was separating metal and fiberglass strapping and recycling ink pails.

“It wasn’t because we wanted to be green; it just made sense,” says David Stanfield, director of sales and marketing for Farnell Packaging. “Why throw all these things out? There is value here; someone has a use for them.”

Green teams are invaluable in identifying and implementing sustainability initiatives. Farnell’s team consists of production, planning and administrative staff as well as the owners. Meeting every month, the green team addresses a wide range of topics.

While they can talk “big issues,” like solar or thermal energy, the team continues to comb through the business to find more ways to be sustainable and make a smaller impact.

Recent initiatives have included carpooling, ink reduction, sustainability requirements for equipment purchases, compressed air audit, compostable film and distilling solvents from ink. *Carpooling. By developing contingency plans to help get people to work during snowstorms – common occurrences in Nova Scotia in the winter – the company developed a carpooling program. *Ink reduction. Farnell Packaging is recognized as a fine flexographic printer and while exploring new ink technologies, the company has reduced ink consumption, improved print quality and saved money for themselves and their custom-

MARCH 2010 | GRAPHIC ARTS MAGAZINE

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ers. And in the end, used fewer resources. *Sustainability requirements for equipment purchases. When replacing air compressors and water chillers, the company specifies products that use less energy or water. *Compressed air audit. An analysis of compressed air usage identified air losses through hose clamps and pinholes, and corrections saved time, money and energy. *Compostable film. Working with BASF, a German supplier, Farnell Packaging is now able to offer a compostable film for packaging. *Distilling solvents from ink. By investing in technology that captures solvents from ink, Farnell reuses the solvents and only has to dispose of one-twentieth of the waste volume of the past.

Benefits from these initiatives have been substantial.

For example, ongoing energy audits of lighting resulted in more than five per cent savings on electricity and a 30 per cent increase in light on the production floor. Installation of a closed-loop glycolbased cooling system that replaced an older water-based cooling system reduced water usage from 12,000 cubic metres to 1,200 cubic metres per year for a one-year payback. A heat recovery installation decreased natural gas usage 40-60 per cent (depending on the time of year) and cut oil purchases by 40 per cent.

David has some advice for other print service providers. “Just do it! Don’t jump off a cliff and try to do too many really big projects, [but] there are all kinds of little things you can do that make a difference.” He advises printers to take the time to look at all processes and inputs. Having the 3Rs – reduce, reuse, recycle – as part of your consciousness is not a cost.

It saves in the long run.

CASE STUDY – METROPOLITAN FINE PRINTERS, VANCOUVER, B.C. Founded in Vancouver in 1977, Metropolitan Fine Printers has built a successful company based on the triple bottom line of concern for the environment, focus on profitability and community service. The company operates its plant with the highest environ-

mental standards and supports a number of charitable organizations. For example, Metropolitan was the founding sponsor of Canstruction Vancouver, which has collected more than 925,000 cans of food for donation to local food banks.

Metropolitan began a formal environmental program in 2004 and has put a number of initiatives in place: *Recycling. Paper, cardboard, aluminum plates, old dies, steel strapping, blanket edges, old UV bulbs and soft plastics are recycled. *Reuse. Wood pallets are used as long as possible and then chipped for use on walking paths and hiking trails. Leftover inks are collected by the manufacturer for reuse. Chemicals are reused as long as possible, and then collected for reprocessing. *Refurbished press blankets. Press blankets are treated by Enviro Image Solutions (EIS) and can be reused as if new, up to as many as 12 times; then they are recycled. *Safe cleaning products. Cleaning products are soy-based and biodegradable. *Office equipment. Computers, printers and “old” technology are donated or recycled. *Low-waste production. Installed on the presses are “Eagle Eye” error detection systems, which instantly identify imperfections and reduce waste. *Green fleet. Finished goods are delivered by bicycle couriers, hybrid cars or biodiesel-fueled trucks.

The company continues to push the environmental envelope in developing new technologies and educating clients about the best green practices for print.

Consumers and businesses are becoming more and more environmentally-conscious, and Metropolitan’s clients are asking for green products. Customers want to be as sustainable as possible, and the company can identify processes and papers that are as green as possible within their budget. FSC-certified papers are typically a little more expensive than commodity papers, however Metropolitan can offer recycled papers printed with UV inks as an alternative.

There is a learning curve for designers and print buyers with the wide range of green offerings on the market. By developing and showcasing new products, clients learn what green solutions are available.

These sustainable initiatives have been a great benefit economically to Metropolitan. For example, the blanket refurbishing program, a patented process developed by Metropolitan, has returned more than $1 million in savings to the company since it was developed. And the program is offered to other printers through Enviro Image Solutions.

Once a blanket can no longer be refurbished, the aluminum bar, rubber and fabric materials are repurposed to avoid landfills. For example, the rubber can

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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

be mixed with other materials as surface for highways and school track fields or used as an alternative solid fuel. EIS is currently collaborating with an Albertabased drilling company that has developed a promising process using rubber to absorb waste from drilling for oil and gas, which is then converted into a base material for road construction.

As advice for other print service providers, Nikos Kallas, business development manager for Metropolitan Printer, says, “Imagine if you could claim you had used the most sustainable printing practices developed on all of your manufactured printed collateral? It might read something like this: ‘This product was produced using the most sustainable printing materials and practices available in the industry today. It was printed on 100 per cent PCW, FSC-certified paper using UV inks. No greenhouse gases were released in the process and any environmental impact has been offset. Going green not only saved the environment, but it also saved money.’ It’s possible today!”

CASE STUDY – SKYTONE PRINTING AND GRAPHICS, RED DEER, AB Skytone Printing and Graphics, which is celebrating its 30th anniversary in 2010, made the move to green in 2006.

Because the company is located in Alberta around 175 kilometres from the Rockies, the mountains are important to the owners and the staff. A love of the outdoors drove the search for green programs appropriate for a small printing company.

The Print for Trees program was developed after the staff expressed a desire to plant trees. In partnership with Trees for the Future, a global non-profit organization that helps communities around the world plant trees, Skytone has funded planting of more than 20,000 trees since March 1, 2006.

While it is possible to make small changes that add up to big environmental savings, sometimes it’s necessary to do something big. In November of MARCH 2010 | GRAPHIC ARTS MAGAZINE

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2009, Skytone moved to a new facility and installed a new processless plate maker.

After nearly 30 years in their old building where they printed with a traditional film-based process, the company analyzed its products and services and determined that becoming leaner would be greener.

Changes had to be made closer to home. The new processless plate maker uses no chemicals, requires no special lighting and images on recyclable aluminum plates. The old equipment was either sold for reuse or sold for scrap.

The move to the new building not only gave Skytone better visibility among newer businesses, the building has lots of green features, like radiant heat, automatic water faucets and better lighting. The smaller, more efficient space is projected to reduce annual overhead costs by 30-40 per cent.

Some customers have been asking for green solutions, however Skytone is finding they have to educate print buyers about what’s available. For example, for nearly the same price as traditional commodity papers, buyers can get paper with 30 per cent recycled post consumer waste content.

The Cote family still owns Skytone Printing and Graphics, and Rhonda Cote advises printers to watch for opportunities. “They are always there. Look at your operation and take one thing at a time,” Rhonda says.

“It can become overwhelming when you start doing the research and you’ll get the feeling that there is no way to do it. Just take it one step at a time and it will become part of your thinking and part of your program.” www.graphicartsmag.com

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CASE STUDY – HEMLOCK PRINTERS, VANCOUVER B.C. Founded more than 40 years ago, Hemlock Printers delivers high-quality commercial offset and digital printing services and online print procurement and management solutions.

In 2009, the company was named the “Most Environmentally Progressive Printer in Canada” for the fourth consecutive year and received the “International 2008 Heidelberg Eco Printing Award for Most Sustainable Printing Company.”

Hemlock kicked off its green focus in 2004 as the first printer in the Pacific Northwest to receive Forest Stewardship Council (FSC) Chain-of-Custody certification. While the original impetus to go green came from the top, it didn’t take long for a very active internal group to take over.

Soon the company created a committee that developed its first environmental policy. As the team set goals to reflect the values of the company, a

product that is only slightly more expensive than traditional plastic and yet, recyclable. Traditional laminates will render even the most environmentally-sensitive printed piece non-recyclable.

How many companies come to them because of green initiatives like these? That’s hard to document.

However, it appears there are more requests for proposal (RFPs) coming into the company that have environmental specifications. And when Hemlock is awarded those contracts, it is in part because of their environmental programs.

“People don’t buy a product just because it’s green.

When the choice is between two similar products, they will select the one that happens to be greener,” observes Dick Kouwenhoven, president and CEO of Hemlock Printers. “We communicate our environmental initiatives, but it isn’t our strategy to say we are green first. We keep our focus on our quality and core products.”

GO GREEN!

Getting on the path to sustainability is not difficult; there is an enormous amount of information available from trade associations, industry publications, vendors and suppliers, to the Internet. Educate yourself, your staff and your customers.

Sustainable practices are likely to become the “ticket to do business” as more printers become green and as legislation and market demands add pressure. If you start now, you will be ahead of the curve.

Look for grant money, tax savings and other opportunities to fund your green technologies. Be proactive and research local, provincial and national opportunities.

desire to lead the industry and set a standard for environmentally progressive printing became clear.

Like other printers who have embedded environmental consciousness in the company, Hemlock has discovered that what is good for the environment, also saves money. Rather than attempting to build a business case for cutting costs, savings are uncovered as projects are implemented.

There are two parts to a business case. First, is the cost side. By concentrating on “lean manufacturing” you can measure results through waste reduction and process improvement. For example, by changing some production processes, Hemlock cut waste pickup from daily to twice weekly and saves $10,000 – $15,000 a year.

The biggest improvement recently has been a filtration system that eliminated a variety of waste chemicals, water usage and discharge issues.

Although the company invested $70,000 on the system, labour savings alone paid for it in one year.

The other part of the business case is the revenue side. It’s harder to measure, but initiatives like Zero, Hemlock’s carbon-neutral program, differentiate the company from its competitors.

As the companies highlighted in the case studies have advised – think big, but start small. It is not necessary to tackle all the “big issues” at one time; often a number of small initiatives can add up to big dollars.

It isn’t necessary to reinvent the wheel. There are lots of companies with lots of stories to tell – about successes and failures. Copy their best practices and adjust them to your operation.

Remember that marketing and public relations are an important part of your green strategy. Tell the world what you are doing, educate your customers, inform your community. The entire concept of sustainable print is surrounded by myth and misinformation. You have the opportunity to provide education and add value to your customer relationship.

Look at going green as an opportunity to both educate the market and then deliver what the market is demanding.

Gail Nickel-Kailing is managing director of Business Strategies Etc. www.Business-Strategies-Etc.com

Another differentiator is the biodegradable laminate available from Hemlock’s lamination supplier. By working together, they can offer a cellulose-based MARCH 2010 | GRAPHIC ARTS MAGAZINE

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Show your customers that you care More than 1000 printers across North America have achieved SFI Chain-of-Custody certification With the environment continuing to be such a hot topic in the printing industry, many printers have been asking themselves: “how can my business make a difference?” Increasingly, printers are looking to the Sustainable Forestry Initiative Chain-of-Custody certification to help provide the answer.

WHAT IS THE SFI PROGRAM?

The Sustainable Forestry Initiative (SFI) is an internationally recognized, non-profit organization that represents a growing community of foresters, manufacturers, merchants, printers and social and conservation groups committed to improving forest practices on a global scale. This is especially important considering just 10% of the world’s forests are certified to any system.

With more than 75 million hectares certified across Canada and the United States, SFI is now the largest, single forest certification standard in the world. To become certified, forest operations must meet and be audited against the SFI 20102014 Standard, which is based on principles that promote responsible forest management. The SFI

standard is the only North America-wide standard and was specifically designed for North American forests. Responsible forestry extends to the marketplace with Chain-of-Custody certification.

WHY SHOULD MY COMPANY GET CERTIFIED? The SFI forest certification and Chain-of-Custody programs are valuable tools for printers because companies certified to the SFI standard can offer a steady supply of paper products – more than 80% of the certified fibre in North America is eligible to use the SFI label. Including SFI certification in your company’s strategy means you can provide another credible eco-labelling option to your clients, and when you use SFI-certified paper products, you know they support responsible forest management.

You can remind current and potential clients of your commitment by putting the SFI label on the products you print, including envelopes, corporMARCH 2010 | GRAPHIC ARTS MAGAZINE

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ate materials and packaging. Much like the recycling logo, the SFI label is a visual cue that encourages responsible purchasing. On-product labels let consumers know that the paper fibre comes from a known, responsible source. This is especially valuable at a time when customers are increasingly looking to trusted eco-labels to help them with their purchasing decisions, while avoiding the all too common occurrence of “greenwashing.”

In its “Seven Sins of Greenwashing” report, TerraChoice says that the SFI labels meet its criteria as an eco-label that can be trusted. This is because the organization is third-party certified, has a publicly available standard and a transparent standard development process. Terrachoice research also finds SFI to be among the top 10 recognized or used eco-labels.

HOW DO I GET MY BUSINESS INVOLVED?

To date, more than 1000 printers across North America have achieved SFI Chain-of-Custody certification – many of them following the trend of seeking multiple CoC certificates to keep supply stable and options open. In fact, many printers find that their auditors can certify to multiple CoC standards, making the multiple certification cost effective.

You can learn more about SFI Chain-of-Custody certification at www.sfiprogram.org/join-sfi.

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TECHNOLOGY

PETER DULIS

2010 investment trends for large-format inkjet printers As the wide-format printing industry recovers this year, technological advances in print head technology, print equipment and inks will help to drive the market forward.

As Alcan’s Masters said, “Digital printing is king.” As a direct result of our current economic situation, companies have shifted away from analog to digital technologies in order to accommodate short run jobs.

The print shops that were very specialized were hit a lot harder than those that catered to a variety of markets. Yet, it still remains that the large-format printing business is unquestionably a great business opportunity for commercial printers, quick printers and graphic arts firms. You can still get an excellent profit margin if you produce good work, develop your customer account base and deliver the goods reliably.

to InfoTrends, these three segments comprise a hardware, ink, and media market that is expected to grow to $5.98 billion by 2012.

The trend toward environmentally-friendly printing processes and the sustainability of print has also been gaining momentum, and there are no signs that it’s likely to stop anytime soon. Canon, Epson and Hewlett-Packard have all launched new systems to increase speeds and improve resolution and image quality as well as use new ink formulations to expand the colour gamut and improve outdoor durability. We are now seeing an emergence of durable aqueous inkjet printing systems from leading manufacturers, which will create a whole new opportunity for aqueous inkjet printers as an eco-friendly alternative to solvent and UV-curable inkjet.

It is expected that the worldwide market for large-format aqueous inkjet printers will continue to grow, driven by trends in the photographic, fine art, trade show, technical document, graphic design, prepress proofing and the general office/business environment.

Wide-format aqueous inkjet systems provide the fastest output with typically the highest resolution, yet with the lowest capital investment.

The expanded use of large-format inkjet printers is due to the fact that they can be used in the graphics, photography, fine art reproduction, sign and display markets, where the demand for shorter runs and quicker turnarounds continues to dominate. The growing use of large-format inkjet printers has also been seen in the screen and digital print markets, sign shops and many others. But what inkjet printer do I invest in with so many printer options on the marketplace? It all depends on your application and the volume of prints you want to produce. Here is a breakdown of inkjet printers under the three main classifications.

AQUEOUS INKJET PRINTING

The worldwide wide-format aqueous inkjet market is a fairly large and mature market compromised of three primary market segments – technical, creative and production graphics. Aqueous inkjet is the most flexible wide-format print technology, especially in the technical and production graphics markets. According MARCH 2010 | GRAPHIC ARTS MAGAZINE

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These aqueous-based ink printers will appeal to commercial printers, designers, advertising agencies and poster printers as well as architects, engineers, including prepress/proofing departments, photo labs, professional photographers and internal marketing departments.

The new Canon imagePROGRAF printers have also targeted the general office printing needs by including a variety of software applications such as PosterArtist, a template driven poster creation software, which allows just about anyone without experience to create beautiful looking posters.

SOLVENT INKJET PRINTING

The main ingredient of solvent ink is a volatile organic compound, which are organic chemical compounds that have high vapour pressures. The chief advantage of solvent inks is that they are comparatively inexpensive and enable printing on flexible, uncoated vinyl substrates, which can be used to produce vehicle graphics, billboards, banners and adhesive decals.

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solvent and the need to dispose of used solvent. Prints made using solvent-based inks are generally waterproof and ultraviolet-resistant (for outdoor use) without special over-coatings.

Eco- or mild solvent-based inks are less hazardous, but may not be as durable as true solvent inks. While it is certainly possible to produce indoor graphics with solvent-based equipment, we increasingly hear that certain types of print buyers resist solvent-based inkjet output, especially for indoor retail environments because of the off-gassing that can occur from the solvent printed media.

I.T. Strategies forecasted a 23 per cent decline in total solvent based printer sales in 2009 compared to 2008, but it is expected that sales will start to gradually recover in 2010 in solvent type printers.

There are many suppliers of wide-format solvent-

based inkjet printers today, including companies like Agfa, HP, Mimaki, Mutoh, Océ, Roland, Vutek and Seiko, which are all continuously improving their solvent-based inkjet printing technologies. These printers can print on a media width size of 4-feet up to 16.5-feet-wide and have the ability to produce durable outdoor graphics at a reduced cost. Prices can range from $17,995 to $275,000 depending on size and features.

UV-BASED FLATBED PRINTERS

UV-curable inks consist mainly of acrylic monomers (a small molecule that becomes chemically bonded to other monomers to form a polymer). After printing, the ink is cured by exposure to UV-light. The advantage of UV-curable inks is that they “dry” as soon as they are cured and they can be applied to a wide range of uncoated substrates.

Disadvantages are that these inks are somewhat susceptible to cracking if applied to a flexible substrate. As such, they are often used in large flatbed printers, which print directly to rigid substrates such as plastic, wood or aluminum where flexibility is not a concern.

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This technology is rapidly developing and growing on the industrial side of inkjet printing. I.T. Strategies forecasted a three per cent decline in total UV-based flatbed printer sales in 2009 compared to 2008, before sales started to grow again. Indeed, there is no doubt that UV-based printers are changing the world of industrial digital printing.

Agfa, 3M, DuPont, Durst, Gerber, HP, Inca, Mimaki, Nur, Scitex, Vutek and Zund, among others, have jumped on the UV bandwagon with new machines designed to print on everything from wood to glass to vinyl. These new UV printers can range in price from about $50,000 to $500,000 and more.

ASSESSING THE DATA

As we can see, there are many printing options available with many different suppliers. The key is getting the right printer for the right application and then

investing in a manufacturer’s brand that will continue to invest in research and development to keep the products on the cutting edge.

This inkjet printing technology is here to stay. New volume of work will grow for these printers as it takes over from print volume, which may have been produced using other methods – offset or screen printed, cut vinyl or hand painted.

Wide-format digital printing will provide new revenue streams for those who adopt this technology. While there will be challenges along the way, wide-format digital is a large and profitable market. Those that partner effectively and apply their creativity and expertise will reap the rewards.

Peter Dulis Wide Format Printing Specialist Canon Canada pdulis@rogers.com

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Total Graphics

from digital printing to large-format – the total solution Located in Vaughan, Ontario, Total Graphics is a full-service print company that has done a lot of growing and expanding since it started five years ago. After combining operations with its sister company in London, the business has continued to thrive and is now one of the most versatile printers in the industry.

Starting out with one single business unit and one Sakurai Screen Press at its Vaughan location in 2005, Total Graphics has now expanded into all eight units in the building and has added KBA and Komori presses to its fleet. Coming up on April 28, the company will have an open house to show the industry what they have to offer and why they are the total solution for any of its customers’ printing needs.

In the industry, Total Graphics has always been well-known for its large-format printing. “There are only a handful of us large-format printers around,” says the company’s president, James Caldwell. “It’s a niche market and we can offer anything that a commercial printer offers. What we are known for is quick turnaround. We can have a client give us a file on a Friday night and we’ll have the job delivered to their dock on Saturday morning.”

Among the many high profile clients of Total Graphics, National Geographic is one that stands out. The company has done the school publishing for the National Geographic Society for the past

eight years. In addition, as a liscensed manufacturer of the 2010 Vancouver Olympic Games products, the company printed a variety of promotional material for the event. Total Graphics also produces half a million wall posters every week that range from The Simpsons to Twilight to Hannah Montana.

The company’s dedicated employees help to play a large part in the success of Total Graphics and the amount of quality material it can produce. The business began with only four people, but over the years it has grown to a staff of over 35. Caldwell stresses that customer service, quality and fast turnaround times are three of the most important parts of the formula for success at Total Graphics.

“Large-format is not business cards and letterheads – it’s an art,” says Caldwell. “When you’re dealing with 47×64-inch sheets, and sometimes you have six colours plus UV coating, everything has to go smoothly. We’re pumping this material out very quickly with a high-quality standard. This is why our customers come to us.”

Besides priding itself on work quality and fast turnaround times, Total Graphics is also very conscientious about doing what it can to minimize harm to the environment. The company has been FSC-certified for four years and recycles all of its material. In addition, it was the first print business to achieve Go Green certification, which stresses the importance of reducing power usage. As part of the program, Total Graphics has installed regulators on all of its press’ motors. Most manufacturers lose approximately 20-30% of the energy used by their equipment. Total Graphics

Chris Shapton, press feeder; James Caldwell, president; and Pat Larocca, pressman, Total Graphics, with the company’s KBA Rapida.

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one on the press – and they’re identical. We have been able to run our colour proof printer on gloss paper with 99% colour accuracy, and at half the cost to our clients.”

The KBA Rapida 162-A press at Total Graphics is one of only a few of its kind in all of Canada.

has been able to bring the power loss factor down to less than 2%. “At Total Graphics we are very conscientious in doing what we can to minimize our impact on the environment.”

Another project that Total Graphics has been dedicated to is perfecting standardized colours between proofs, digital printing and the press. “A lot of times you get a proof from a client or a printer and it won’t look anything like it does on press,” explains Caldwell. “We have worked very hard at perfecting this process. We show our clients samples where we’ve done a proof digitally as well as

In addition to large-format printing, the company’s latest venture has involved expanding into the digital printing market with the purchase of a Fujifilm Acuity Advance flatbed digital printer. At a time when the economy is challenging and many businesses are struggling, Total Graphics has stayed on top. “I knew it would be a perfect fit,” explains Caldwell. “I knew it would make us a total printing company for our clients. They can come here and give us everything from business cards to large-format to silk screen to latex scratch & win to signage and we can do it all. We can print on glass, metal and even plastic. What we do is help customers with a complete campaign from the beginning to the end, all under one roof.”

This is made possible because of the high end equipment that Total Graphics uses. The entire front end runs on state-of-the-art Fujifilm equipment, complemented by the brand new Acuity Advance. Its KBA Rapida 162-A Press is one of only a few of its kind in Canada. The business runs 24 hours a day in order to meet all of its customers’ needs.

Total Graphics would like to invite you to its open house event on April 28. Come take a look at all of the equipment and solutions the company has to offer. You’ll see why Total Graphics is truly the one-stop total solution for all of your printing needs.

James Caldwell, president and Doug Gwillim, digital operator, with the new Fujifilm Acuity Advance flatbed press that was recently purchased by Total Graphics to enhance its digital department.

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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

TECHNOLOGY

TIM MITRA

Apple’s new iPad – game changer?

Apple announced the iPad recently. It is a hybrid of an iPod Touch, Amazon Kindle and a Mac. At long last, we have our beloved Newton and a graphic tablet all rolled into one.

Early reviews are mixed, with many people impressed and some pundits less than enthusiastic – the latter critical that Apple has modified and added its iWork apps to the device. Here’s a bit of office productivity and yet they would complain if there were no productivity apps.

Apple is now the “world’s largest mobile devices company in the world” – bigger than Nokia, Samsung and Sony (in the mobile devices space). Apple introduced the world’s first modern laptop in 1991 with the introduction of the PowerBook – with a raised keyboard, palm rests and an integrated pointing device (track ball). Then came the Newton PDA, which was introduced in 1993; and in 2007, Apple reinvented the cell phone with the iPhone.

The iPad represents a third category, according to Apple, between the smart phone and portable laptop. Apple is insisting that this middle category’s key tasks are better than smart phones or laptops. The key tasks are browsing, email, photo sharing, video, music, games and ebooks.

NetBooks, according to Steve Jobs, CEO of Apple, aren’t better at anything – they’re just cheaper PCs. Apple claims that the iPad is a magical and revolutionary device.

I have been dragging around laptops to meetings since the early ‘90s – apologizing to attendees while waiting for the laptop to start up. Next, I got a Newton and apologized while I had to re-enter the cursive writing because I hadn’t learned to “write” correctly. Finally, I moved to a Palm Pilot as my main PDA. Since that time, I have continued to use spiral bound paper notebooks.

They’re easy to start – simply open and start writing.

However, searching the content means flipping physical pages and it’s difficult to email – unless you tear out the page and scan it as an image.

That all changed when the MacBook Air and iPhone came out. The notes app, contacts, calendar, IMAP email and syncing with Mobile Me are total productivity boosters for me! I can leave the office and captain my whole business with my iPhone – from the backseat of a street car. I have the latest iMac on my desk, a MacMARCH 2010 | GRAPHIC ARTS MAGAZINE

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Book Pro 13” in my briefcase as well as a couple of Xserves.

The iPad is the device that we have all been longing for – productivity and portability. With 3G access, I can even run my business from the cottage (thanks to iPhone tethering.) And let’s be honest, the iPhone is too small to read a book on – most annoying if you wear bifocals!

Newspapers and magazines can now concentrate on delivering content (and ads) in a new media way. Gone is the static presentation of news and current affairs. I will miss the books from the ‘60s that say “one day man will land on the moon,” but now you’ll have instant access to Wikipedia’s take on man’s exploration of the heavens. News will now update as quickly as your Facebook and Twitter feeds.

Right now, my partner and I have five iPhones – my main cell, my partner Carol’s, two iPhones for the grandkids to play games on and I’ve had my oldest iPhone since November 2007 (imported from San Francisco) and gladly sold my Blackberry for $25 at a garage sale. Yes, I’ve been annoyed by all of the iPhone’s shortcomings – What!? No copy and paste!?

(Hey, I used to have three Newtons so I know about patience). But at the end of the day, the iPad is a unix driven device that you can easily carry around and watch movies while you’re on break! Don’t worry, Speck will make an awesome case and OtterBox will make a weather-proof case for the bathtub as well. In the meantime, use a ZipLock bag to keep it dry. iPad Features: • High-resolution, 9.7 inch LED-backlit, IPS display • Wide, 178° viewing angle • Multi-Touch screen • Just 1.5 lbs and 0.5 inches thin • 10-hour lithium polymer battery technology • Wi-Fi, built-in 802.11n and Bluetooth • Available in a 3G model • A4 chip inside iPad custom-designed by Apple • Choice of 16, 32 or 64GB flash storage • 30-pin dock connector, charge or connect the Camera Connection Kit or the Keyboard Dock • Powerful, built-in speaker produces a full, rich sound • iPad will run almost 140,000 apps from the App Store • iWork productivity applications, Keynote, Numbers and Pages • Safari, Mail, Photos, Video, YouTube, iPod, iTunes, App Store, iBooks, Maps, Notes, Calendar and Contacts • $499 – $839 USD. Timothy Mitra IT specialist (IT Guy) Do you have a question you would like answered by the IT Guy? tim@it-guy.com 416.278.8609

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09

MANAGEMENT

VALERIE CHEN AND RUTH TUPE

Ryerson’s Colloquium 2010 As a technology and information-based society, the multimedia mix surrounds us — all the touch points of technology that we interact with every day. We are all interconnected through the Internet, cellular phones, text messages, email, online chatting, blogs and forums.

This drive toward digital technology is now becoming more prevalent in our society. Social networking is not just a buzz word; it’s a phenomenon. YouTube, a video sharing site, has only been around for five years, yet has attracted more than a million users everyday. In fact, every minute, 20 hours of video is uploaded onto YouTube. Twitter, a micro-blogging site, was launched in 2007 and in that short period of time has now popu-

esting insight on effective multimedia marketing campaigns. And finally, Jeffrey Stewart, CTO at Trekk Cross-Media, changed our perspective on social media and its importance in our evolving society.

Not to mention that this year’s colloquium mixed things up by changing the way it has been traditionally organized in the past. For the first time, there was a fully catered dinner, a discussion panel and an expanded industry guest list. The evening was elegant and brought students and professionals together to explore the fusion of multimedia. But more importantly, the goal was to not only facilitate valuable educational insights, but to advocate continuous learning. This year, students wanted to emphasize that it is important to understand how to effectively integrate multimedia to remain competitive and current. As a class, the students made a strong collaborative effort to make colloquium successful and to continue to foster a stronger sense of community between the printing industry and GCM students.

Upon reflection, we cannot deny that digital technology will affect print. However, this does not mean that print will diminish, it simply means that the role of print will change and evolve in the multimedia mix. We shouldn’t be alarmed because we still believe the print industry will continue to have a strong presence.

lated the online community. It’s hard to pass website that doesn’t have the Twitter logo. underestimate that Twitter is simply based on status updates; in actuality, it is a platform that tates real-time communication instantaneously.

by a Don’t short facili-

As the generation who grew up with MSN Instant Messenger, Hotmail and the iPod, we have witnessed all these technological developments. We recognize that there is a momentum towards the integration of multimedia, changing the way our society interacts with one another. On the other hand, as students, we have learned that print is also relevant in the multimedia mix; it is a tangible way to communicate. The question is: how will this high dependence on digital technology affect print?

Perhaps now we have gained further insight on the matter after this year’s annual colloquium, hosted by the School of Graphic Communications Management (GCM) at Ryerson University. For those who are unfamiliar with this event, GCM third year students plan and host an industry colloquium annually, to address prevalent issues in the printing and graphic arts industry.

This year’s event took place on February 2, 2010 and focused on Innovative Multimedia Campaigns. An expert panel of speakers addressed the theme by touching on a number of different aspects concerning multimedia. Daniel Dejan, North American ETC print and creative manager at Sappi Paper, delivered a compelling speech about the life of print. JP Fozo, general manager at Rogers Publishing, provided interMARCH 2010 | GRAPHIC ARTS MAGAZINE

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Consider this: the Gutenberg press was one of the most monumental inventions in the 21st century; it propelled an entire information exchange worldwide by making books more accessible to the general public.

This wealth of knowledge distribution through print publications laid the foundation for our current communications and publishing industry. The ironic thing is that it doesn’t sound much different than the World Wide Web. In retrospect, the multimedia mix is just another information and communications wave, except this time, it is growing at an exponential rate simply because of the accessibility newer technologies provide. In fact, the concept of multimedia is not a foreign concept to print, just an evolution of its own concepts of effective communication, integration of technologies, productivity, efficiency and building meaningful relationship with clients. The future is to integrate the strengths of digital media and print together.

Fusion: Exploring the Multimedia Mix was truly a monumental event for GCM. It set a new precedence for the event, but more importantly, it facilitated continuous learning. It is essential for us to adapt in today’s technologically advancing industry. You can begin by asking yourself: how do I fit into the multimedia mix?

The next upcoming event at Ryerson is the Job Fair on March 4, which is a networking exchange between potential employers and future graduates. For more information please visit the website at www.ryerson. ca/gcm.

Valerie Chen and Ruth Tupe are project managers for Ryerson’s Colloquium 2010. www.graphicartsmag.com

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MANAGEMENT

KRISTEN READ

Featured markets Your monthly buyer’s guide to the latest print industry products This month: Eco-Friendly Printers and Recycling Solutions ECO-FRIENDLY PRINTERS

Xerox ColorQube 9200 Series

HP Designjet L25500

Xerox’s ColorQube introduces a new environmentallyfriendly approach to printing: solid ink. The solid ink cartridges mean a reduced impact on the environment in terms of the waste that is typically incurred with traditional ink packaging.

Smaller packaging translates to eco savings all the way down the line, as fewer and lighter shipments are possible, cutting CO2 emissions.

With dozens of different types of printers on the market today, it can be hard to determine which one suits your company best. Are you a business that shares in the growing concern for the well being of the environment? The following products might be worth taking a look at as they are some of the leaders in terms of their reduced environmental impact.

Overview:

This HP device has only been on the market for a few months, but has already created quite a stir. It uses latex aqueous-based inks, eliminating the need for solvents and cutting out VOCs. The printer suits small and medium digital print and sign shops, as well as copy shops and photo labs.

Overview:

Benefits: This solid ink printing technology can generate up to 90 per cent less waste than traditional printers produce, meaning significant benefits for the environment. The resin-based ink sticks contain no solvents and cannot leak or spill. Multi-function devices, such as the ColorQube, also use less power than having a separate copier, printer and fax machine.

Specifics: The solid inks used in the printer are non-toxic and resemble a large block-like crayon. When heated, the solid ink melts and adheres to the paper. Addressing concerns that these ink blocks may take a while to heat up, Xerox says that the machine’s first page outtime is just over seven seconds. The ColorQube can print and copy at speeds up to 50ppm. It can also scan, email and fax.

Benefits: Besides providing a safe, chemical-free workplace for its operators, the Designjet L25500 can print products for use in sensitive environments such as hospitals, since no chemicals or odours are emitted into the air. The printer is also ideal for jobs like vehicle wraps as there is no waiting time or off-gassing process. Designed for both indoor and outdoor use, products printed on the Designjet are scratch, smudge and water-resistant.

KBA Genius 52

Specifics:

Benefits:

The HP printer handles roll-fed media and can print on a variety of substrates such as vinyl, fabrics, paper and banner material. It can print at speeds up to 246 square feet per hour depending on which model you get (it is available in both 42-inch and 60-inch formats). Three Original HP printheads disperse six colours of ink, printing at 1200 dpi.

This press is the world’s first waterless UV sheefed offset press. At approximately 12 square metres, it has a relatively small footprint and can ink up more quickly than other machines. One of its biggest environmental benefits is that it only requires about 10 run-up sheets before the first good sheet is produced – drastically reducing paper waste.

MARCH 2010 | GRAPHIC ARTS MAGAZINE

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Overview:

KBA’s Genius 52 offset press is waterless and rollerless. The company says that while it may appear blue on the outside, it is “green” on the inside. Meant for small to medium-size print runs, the machine can print on a variety of substrates including PVC, PET, PC, carton and paper, among others.

www.graphicartsmag.com

Specifics: The Genius 52 has a top speed of about 8,000 sheets per hour. It uses UV ink curing methods rather than solvents, cutting chemicals and VOCs that are hazardous to the environment.

Substrates from 0.1 to 0.8mm can be printed, and plates can be changed in less than five minutes.

RISO’s EZ-Series Digital Duplicators Overview:

All of RISO’s digital duplicators are Energy Star certified, using up to 95 per cent less energy than photocopiers. They do not use a heat or laser process, consuming a fraction of the energy needed to run heat-intensive devices.

Benefits: The RISO EZ-Series (including EZ220, EZ390 and

RECYCLING SOLUTIONS

There are a lot of companies out there trying to do what they can to reduce the impact of their products and services on the environment. As well, there are other companies coming up with new solutions to extend the life of the consumables that printers buy on a frequent basis, lessening the amount of waste produced.

Canon’s Clean Earth toner recycling program Overview:

In 1990, Canon created its Clean Earth campaign and became one of the first companies to collect and recycle used copier toner cartridges. The program recently celebrated its 20-year anniversary. Canon has collected over 220,000 metric tons of used toner cartridges from 23 countries around the world.

Benefits: The goal of Canon’s recycling program is to achieve zero landfill waste by reusing parts, recycling materials and employing energy recovery. Due to the results of this initiative, the use of new resources has been reduced by 140,000 metric tons. Over the last 20 years of the program, CO2 emissions have also been cut back by 370,000 metric tons.

Details: Returned cartridges are sorted and put through the recycling and energy recovery process. Components www.graphicartsmag.com

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EZ590) run using eco-friendly soy ink and natural-fibre masters.

It also operates with a mercury-free LCD panel display, reducing harmful e-waste. The EZ220 model boasts an Energy Saving Mode, which lowers running costs by automatically turning the printer off or to sleep mode when it is not in use.

Specifics: Unlike toner-based printers, RISO printers are free from ozone emissions and do not emit any greenhouse gases. The EZ-Series can print up to 130 pages per minute and can scan at up to 600dpi. The device can handle substrates from 13 pound bond up to 100 pound index.

such as plastic, metal and reconditioned parts are separated and re-used to manufacture new cartridges.

Konica Minolta’s Clean Planet e-Waste program Overview:

Konica Minolta has developed an end-of-life recycling program for its devices as part of the company’s Clean Planet program. When Konica Minolta devices reach the end of their usage, parts are either re-used or pulverized, melted and re-formed into new parts. Currently in Canada, 23 of the company’s Bizhub devices are eligible for this program.

Benefits: When a machine can no longer be used, there are many parts that can be recycled and reused. Rather than ending up in a landfill as e-Waste, Konica Minolta recycles the electronic devices. The outer casings of all of the Bizhub MFP units are reportedly made from the same two types of plastics, creating a closed loop for recycling.

Details: In a partnership with leading e-waste organization SIMS Recycling Solutions, Konica Minolta will recycle the Bizhub devices for its customers for free. Recycling e-waste removes serious contaminants that could have ended up in landfills such as lead, cadmium and beryllium.

YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

HOW TO AVOID GREENWASHING

substantiated by easily accessible information or third-party certification.

According to TerraChoice, Greenwashing is the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. As consumers, we should all be aware of the Greenwashing tactics out there and how to avoid them. The following points are what TerraChoice calls the Seven Sins of Greenwashing in its recent 2009 study. The organization created the report to get an indepth look at the validity of some of the environmental claims made in today’s consumer markets. These are things that consumers should look out for when making purchasing decisions on products and services that are claiming to be environmental.

1. Sin of the Hidden Trade-off – suggesting a product is “green” based on an unreasonably narrow set of attributes without attention to other important environmental issues.

2. Sin of No Proof – claims that cannot be

Metafix’s MetaTrax silver recovery system Overview:

Metafix has created a system for the graphic arts industry called MetaTrax. It is designed for recovering silver from film processing wash water without using messy treatment systems. MetaTrax assures compliance with local discharge regulations and CMP (Code of Management Practices) standards.

Benefits: The removal of silver from wash waters requires special procedures rather than simply dumping materials down the drain. The Enviro-Jet component of the system can be used for emptying and rinsing processor tanks and cleaning up spills. The device also ensures drains are kept clean without the use of potentially hazardous drain cleaners.

Details: The system de-silvers at a rate up to 1000 ml/min and has a footprint of only two square feet. The housing of the machine is made with 100 per cent recyclable plastic, and its users can get a return on the recovered silver.

FloClear fountain solution recycling system

3. Sin of Vagueness – claims that are so poorly defined or too broad that its meaning is likely to be misunderstood by the consumer.

4. Sin of Irrelevance – making environmental claims that may be truthful, but are unimportant or unhelpful for consumers seeking environmentally-preferable products.

5. Sin of the Lesser of Two Evils – claims that may be true but risk distracting the consumer from the greater environmental impacts of the category as a whole.

6. Sin of Fibbing – making environmental claims that are simply false. This is the least frequent of all sins.

7. Sin of Worshipping False Labels – a product giving the impression of third-party endorsement where no endorsement actually exists.

For more information and to download the full report, visit www.terrachoice.com.

solution on a regular basis. Less fountain solution dumping also means less chemical waste.

Benefits: Other benefits from the system are increased pressroom efficiency and reduced chemical imbalances on press. FloClear cuts the downtime that can be associated with traditional methods of “debugging” fountain solution chemistry variances. This process can reportedly extend the life of the solution by up to six months.

Details: The system is designed to reduce the ink, paper fibre and other contaminants that usually build up within a fountain solution. It re-circulates the solution and filters out the contaminants, rather than having to replace it. FloClear has a number of distributors including Prisco, KBA and Air Motion Systems.

Kristen Read kread@graphicartsmag.com

Overview:

FloClear’s system recycles fountain solution, reducing the need to replace and replenish it. Chemistry costs are reduced as well as the costs from dumping the MARCH 2010 | GRAPHIC ARTS MAGAZINE

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www.graphicartsmag.com

MANAGEMENT

DEAN BELLEFLEUR

Judging by the package Brand owners communicate with the consumer via packaging.

Rest assured – the consumer judges the product by the package. Print quality, novelty and imagery trigger latent desires of want that ultimately build brand empires. Think of Kodak, Campbell Soup, Birks and Coca-Cola, to mention just a few of the iconic brands.

The global packaging industry, excluding sustainable packaging was worth $429 billion in 2009; by 2014 it’s expected to reach $530 billion. Incidentally, the fledgling sustainable packaging market will be worth $170 billion by 2014. It wasn’t long ago that packaging was considered more of a nuisance than a cash cow.

In fact, rather than relinquish profit margins for consumer convenience, some packaging suppliers choose to stifle the development of convenience attributes altogether. Case in point is the addition of a resealable closure on gable top cartons. The gable top was first patented in 1915. In 1969, we could put Neil Armstrong on the moon but it wasn’t until 1992, some 23 years later, that industry chose to place a cap on gable top cartons. You be the judge of the technology leap required to put Neil on the moon versus a cap on a carton.

Now I won’t even venture into the realm of clamshell’s or blister packaging for fear of losing focus on the issue at hand; sustainable packaging. Seldom is it that an individual, let alone an industry, is granted an opportunity to wipe the slate clean and start fresh.

The highly publicized threat of global warming provides the impetus to redesign for eco-functionality.

Talk about a windfall.

The gable top was first patented in 1915. In 1969, we could put Neil Armstrong on the moon but it wasn’t until 1992, some 23 years later, that industry chose to place a cap on gable top cartons.

The question begs to be asked; what is industry doing with this windfall? As both a judge and subject-matterexpert on packaging, I critique a number of commercialized products exclaiming to be “green.” If we want to reverse the verdict on packaging, then there must be a sense of urgency to push the envelope on development.

Brand owners that manufacture a product constructed from recycled or natural materials feel that is where their obligation to the environmental issue ends. Wrong.

Maintaining status quo is not an option.

Here’s an example of what I’m talking about. Toilet tissue. Every building with a toilet is consuming rolls of toilet tissue on a daily basis. Now consider the number of roll cores that today end up as post consumer waste. Redesign toilet tissue rolls without roll cores and overnight one source of waste is eradicated.

Let’s look for another quick win. Rather than reconfig-

MARCH 2010 | GRAPHIC ARTS MAGAZINE

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uring beer cases to accommodate six, eight or fifty bottles or cans, focus on returnable packaging and eliminate a significant source of post consumer waste.

The returnable crate works in Europe. Why reinvent the wheel? Implement global best practices, and put the little gray cells to work on the bigger issues.

Heinz recently unveiled an evolutionary packaging development catering to the fast food industry: a new Dip & Squeeze ketchup package. The concept is brilliant and long overdue in fact. Yet, before we rid ourselves of the old sachets, let’s consider the functionality of the new package. Can we say it’s best in class? After all, its predecessor, the sachet, has been around since 1968 without any improvements.

Sound familiar?

Ease of use, good to the last drop, product accessibility, splatter-free and totally recyclable jump to mind as approval criteria. The frustration level with today’s sachets ranks as high as the impenetrable clamshell, so let’s focus on delivering the hassle-free element.

Just enough ketchup without being wasteful per package means no residual ketchup due to difficulties in emptying the package. The last thing we want are more seagulls fighting over the spent packages or creatures ingesting more plastic film.

The dipping concept is a given. It’s actually an intuitive extension of the many single-serve packs that accompany our toast and pancakes (think butter, jam and syrups). Better still; think chicken and rib-dipping sauces or salad dressings.

Does the new Dip & Squeeze warrant our attention?

One year’s production for Heinz yields 11 billion units, which equates to an annual usage of two packets per person on the planet.

So what do we say to companies that fail to go the distance when designing green packaging? Think revolutionary or radical development. Sure, there’s an urgency to get a better package to market, but let’s address all the design criteria before we put it on the table.

As per the examples that I’ve cited, toilet tissue, beer cases and single-serve ketchup packets, they all have green solutions near at hand. The desire to be best in class will drive the packaging legacy of a non-polluting industry.

Key words that should begin to resonate with packaging designers are eco-effectiveness, recyclable, intuitive, smart and environmentally friendly.

Dean Bellefleur is the President and Creative Director of D-idea, a consulting practice predicated on credentials secured during a highly successful 26-year international packaging career.

Dean can be contacted at dean@d-idea.com or 613.384-2521

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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

TECHNOLOGY

ANDREA MAHONEY

Breathe new life into your offset presses There is automation software available that runs as a quiet companion alongside your offset press. This software will breathe new life into your press and actually comes with a money back guarantee for its Return on Investment (ROI) in less than six months. It also guarantees compliance with Process Standard Offset (PSO) certification requirements for the pressroom after a few days in production. This software is easy to install and will not affect the way you work; it will silently watch press production and report when it has moved from your set standards.

Alwan Print Standardizer is the first automated quality control and assurance server system for the pressroom.

Alwan’s Dynamic Press Calibration (DPC) controls and stabilizes the toughest variable, press dot gain. Dot gain is tracked for each press and paper combination

ment. Print Standardizer gives offset presses unequaled stability, ensures that they work at maximum capacity and delivers results that are compliant with applicable international standards such as ISO 12647-2,” says Elie Khoury, founder and CEO of Alwan Color Expertise.

ISO conformance and reporting is included with Print Standardizer 1.2. The software will create a report for a sheet for your customer from their press and can then later produce a report for the entire job on completion.

Print Standardizer works with many measuring devices: X-Rite IntelliTrax, X-Rite EasyTrax, X-Rite ATS, Komori PDC-SII or Heidelberg Image Control for conventional presses and prepress measuring devices X-Rite iSis, iO, EyeOne Pro, SpectroScan via MeasureTool and ColorPort software for digital presses. Control Strip data is automatically imported from the press console PC, and it automatically calibrates one or several presses with different paper stocks per press.

Any control strip can be read so work methods aren’t affected upon installation.

The software works with averaged data so makeready information and any anomalies are thrown away when calculating. Average measurements from different papers of the same type and different presses of the same size are used. This allows flexible last minute choice of printing press and paper.

and automatically compensates for any drift during the day or over longer periods, keeping production within the set standards to match Fogra39, GRACol or any other printing condition for every job.

Accurate dot gain correction curves are calculated and applied automatically either to the output files or exported directly to the plate setter. Alwan Print Standardizer also continually assesses the press calibration state and issues warnings via email when something is wrong in the printing process. Production or maintenance personnel can be alerted to an ink problem, excessively high or low dot gain on a unit, imbalance in dot gain between units or other anomalies.

“In these cost-conscious times, it’s refreshing to hear that you don’t need to invest in expensive new presses to significantly boost the quality and productivity of your set-up. Alwan’s policy has always been about helping printers get the most from their existing equipMARCH 2010 | GRAPHIC ARTS MAGAZINE

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Alwan Print Standardizer also incorporates the 2008 InterTech award-winning Dynamic DeviceLinks technology. Print Standardizer enables printers to reduce make-ready times, match clients’ standard proofs and dramatically cut waste paper and ink consumption. The impact of the solution is impressive – overall pressroom productivity and profitability typically increases by an average of 15 per cent.

Visit www.alwancolor.com for more information. To book a webinar, you can contact sales@tribay.ca or call Michael Mahoney at 416-729-0090.

Andrea Mahoney designs and installs automated workflows for all types of printing professionals. Tribay, a workflow automation company, offers the tools, training and setup for successful automated workflows.

Visit www.tribay.ca and/or email Andrea at andrea@tribay.ca.

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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

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Sherwood Printers

thriving in a challenging business environment Sherwood Printers, a Mississauga-based trade shop, is a business that is thriving in this challenging economy. When Manoj Sheth took the reins of the company in 1998, it served a handful of clients, and its equipment list consisted of a Multi, an AB Dick and a 28” cutter, housed in a 1900-square-foot unit. Today, the company serves over 200 clients, using several million dollars worth of equipment housed in two facilities totaling more than 12,000 square feet.

As one of the leading wholesale print suppliers in the Greater Toronto Area, Sherwood Printers has become a trusted name in print. “It’s all about focus,” says owner Manoj Sheth, “Almost from the beginning, we’ve understood that it’s really not all about price, or about equipment, or even about service, although we take all of these seriously.”

He stresses that it’s about focusing on the unique needs of his clients – what they need at any given point in time – to be successful resellers of print.

“I’ve always believed that if a client sees that he or she consistently makes money by dealing with us, they’ll keep coming back. And they have been!”

Manoj attributes the company’s success to three things: attention, expertise and capabilities.

“Starting out, we quickly learned that while our clients were successful and highly motivated, they had their own areas of strength – they relied on us to be their experts in offset production.”

He continues: “This lesson was reinforced by our longstanding involvement with March of Dimes – we all have strengths and weaknesses. If we can offer support where needed, and allow our clients to build on their strengths, we all benefit. So we try to pay attention, not only to the job, making sure it’s done right the first time, but to the individual needs of our clients. Do they need technical advice? Can we suggest more cost-effective alternatives? Do they need help with pricing strategies? Would they benefit from new product offerings in their market segment?”

The team at Sherwood Printers

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Sherwood’s top of the line equipment allows them to produce work that meets or exceeds almost anyone’s quality requirements.

Apart from extensive prepress capabilities, Sherwood operates a Heidelberg PM74 4-colour press as well as a brand new Xerox iGen4 digital press. “But that’s just the beginning,” says Manoj. “We’ve always been conscious of the one thing all of our clients lack – time. If we can save them the time and cost of arranging outside finishing, we’ve helped them make money.” For this reason, Sherwood Printing has made a point of also ramping up its finishing capabilities.

Since 2005, they have offered offline AQ and UV coating, as well as film lamination. Folding, diecutting, numbering and stitching capabilities were added along the way. More recently, mounting has been added, complemented by a Kongsberg digital diecutter.

Manoj has taken these business strategies one step further and applied them to create the company’s brand new book production arm: Marwood Bookworks. Setup in conjunction with Chris Kott, formerly of Martin Bookworks/TTP, the new division will specialize in digital book production.

“Our community of brokers loves the idea. Again, it’s having the finishing options at hand that makes the difference; you’re selling products you can make money on rather than commodities.”

For their designing clients, the company hopes that this will make new possibilities accessible.

This year, they expect to have at least a hand in producing perhaps 25,000 hard-cover books, over 50,000 loose-leaf binder sets, and soft-cover

books well into six digits in quantity.

In this industry, the dreaded “C-word” is commodity. Manoj is philosophical: “Some printing has always been a commodity and always will be.

When I was starting out, it was black flyers and raised business cards. Now it’s full colour flyers and full colour business cards.”

But dealing with it is easy, he says: “Good marketing has always been about standing out, so the smarter end users don’t want to buy the commodity items. Sure, our online quotation system has a product store section for commodity items, and we sell these at market price knowing full well that we can’t make money at those prices; and our clients usually can’t get a decent markup on them either. But, the real way to deal with this challenge is by offering choices that our clients can sell.

Yes, we can print it; but, we can also coat it in several different ways, diecut it to any shape, even in small quantities, mount it or bind it in almost any way you want. We can even personalize it with variable foil stamping. If your client is buying commodity items, it’s only because you haven’t sold them something better.”

Manoj Sheth, vice president; and James Brennan, offset press operator, with Sherwood’s Heidelberg PM74 4-colour press

www.graphicartsmag.com

Rakesh Trivedi, prepress manager and iGen operator, standing next to the new iGen4

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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

MANAGEMENT

JOHNATHON ANDERSON

The greenest thing I often find myself trying to be more “green” in my own home. I carpool and recycle and conserve wherever I can. However, recently there has been a lot of focus put on the total impact of an action rather than one specific part of it. To give you an example, a car such as a Mini Cooper may have a lower environmental footprint through the lifetime of the car, including assembly and disposal, than a hybrid or electric. The creation and disposal of the lithium battery in these cars can be incredibly taxing on the environment. While the emissions during the lifetime of these cars are lower, the overall carbon footprint is greater than the Mini.

Okay so maybe I’ve inspired you to buy a Mini; what does this have to do with printing? Well, print buyers are catching on to this trend as well. Part of being green is being educated on how the decisions you’re making are impacting the environment on the whole, not just for a portion of the process. Getting the information and sharing it with your customer will give you the best chance of being as green as you can be.

PAPER

Paper is always a key topic for going green. Customers today face more choice than ever. If you’re not FSC-certified already, I do suggest it. Many customers are now making sure their end-users are aware their purchase has come from an environmentallyconscious printer.

If you don’t believe me, take a look at the envelope your bank statements come in.

While FSC is more environmentally conscious than nothing, the logo simply means that the fibres are coming from documented sources. Recycled paper is a hot topic also, but processing and cleaning recycled material can have a larger environmental footprint than virgin pulp. The greenest paper is typically something with a highrecycled content, but lower post consumer (PC) content. Tacking the FSC logo on this would be a little bonus for the customer.

INK

Ink in another major topic on the green side of things. Quality and the enduse will almost always dictate how environmental you can be with ink. UV inks typically aren’t very green. The fumes and disposal are fairly toxic, and the power needed to run the lamps is staggering. Toner on digital presses is actually fairly green, but it’s pretty hard to break down if the unit is recycled and the creation of the product itself isn’t all that ecofriendly. Vegetable-based cold offset inks are as green MARCH 2010 | GRAPHIC ARTS MAGAZINE

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Adding solar or small wind turbines on your plant might curb your power consumption drastically.

Switching over to a green power source such as Bullfrog Power might be a way to show a consumer you are environmentally-savvy. as you can go at the moment. I’ve heard some people say that the quality is a bit less than conventional ink, and other people have said that you’d never be able to tell the difference. If you’re not already using them, perhaps a quick quality test might be the way to go.

PRESSES

Your press is always the largest power hog in the plant. Unfortunately, it’s also the hardest thing to change. You’ve spent thousands, if not millions, on a piece of equipment and the power consumption wasn’t your tipping point on the decision. If the press is new enough, contact the manufacturer to see if there are any modifications or upgrades that are available to reduce the power consumption of the press. Bear in mind that there is little you can do except change your power consumption. Unfortunately, the number of government grants for going green is dwindling, but there are still some remaining.

Adding solar or small wind turbines on your plant might curb your power consumption drastically.

Switching over to a green power source such as Bullfrog Power might be a way to show a consumer you are environmentally-savvy.

While many green alternatives come at an increased cost, consumers have shown they are willing to incur that charge to show that they are conscious of the environment. As part of this planet, we as printers should show we are willing to make the same commitment to the future of our environment, and that truly is the greenest thing.

If you have any questions or comments, please feel free to contact me at johnathonanderson@graphicartsmag.com

Johnathon Anderson johnathonanderson@graphicartsmag.com

www.graphicartsmag.com

GRAPHIC ARTS MAGAZINE

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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

.COMMENTS

.com ments .comments

The latest activitity at graphicartsmag.com

What’s hot? Check out the top 5 most read stories from graphicartsmag.com:

1 2 3 4 5

Apple unveils new iPad - worth the hype?

World’s largest book to be put on display for first time Ryerson’s GCM program holds successful Colloquium 2010 event Heinz reveals new mess-free ketchup packets NAPL honours 2 Canadian companies with marketing awards

Reader feedback letter of the month:

“In reviewing Natalia Gilewicz’s column entitled My customer asked me...Can I make money from social networks? [Feb. Issue] I wanted to express my appreciation for GAM covering this topic. I believe that the print community needs to consider their entry into social media carefully. First, they need to find where their desired target audience is speaking (whether Facebook, Twitter, MySpace, etc.) and LISTEN to what and how their audience is speaking. Only once they know this can they develop an online strategy that allows them to speak to their audience in a manner and method that they will find engaging and will ultimately achieve their business objective (brand building, direct sales activity, etc.)...”

Talkback Topics - check out what the industry is saying about some of the latest news: Re: Heinz reveals new mess-free ketchup packets “I doubt many fast-food restaurants will put these bigger, presumably more expensive packs out where anybody can grab a mittful - thus subjecting customers to ketchup rationing. This used to be done at McDonald’s in my area; negotiating more ketchup was like applying for a bank loan! Also, these new packs create a lot more waste - the peeloff lid, and the semi-hard plastic reservoir.”

-Tony Karg, Senior Director of Business Development & Marketing, Fujifilm

- Dave Re: Ryerson’s GCM program holds successful Colloquium 2010 event “This event couldn’t have been so successful without the support of the industry! Thank you to all the industry professionals that spoke, sponsored and also those that came out to support our GCM Student-run Colloquium on multimedia! Cheers to creating community, connecting industry and students!”

- Valerie Chen Re: Apple unveils new iPad - worth the hype?

“I don’t think I’ll be buying one of these, at least not for quite a while. It doesn’t really live up to my expectations, to be honest. It’s like an iPhone, but with no phone and no camera. It’s like an iPod but you can’t fit it in your pocket. It’s like a laoptop but doesn’t have a mouse or keyboard and has a much smaller screen. I get it, but it’s just not something that’s going to fit into my life anytime soon. I already have a laptop and a smartphone. What’s the point?”

- Georgia DelSante

We’d love to hear what you think. Feel free to leave your comments and opinions at graphicartsmag.com and don’t forget to vote on our weekly web polls!

MARCH 2010 | GRAPHIC ARTS MAGAZINE

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BINDERY

NORM BEANGE

Braille standards soon to become commonplace All medicinal products must comply with the Braille requirements in Europe by October 2010. The requirements in Europe are already migrating here. Some large pharmaceutical companies have begun to incorporate Braille on their packaged products. Although there isnâ&#x20AC;&#x2122;t any current North American legislation on the use of Braille in packaging, the writing is on the wall. It will either become law or pharmaceutical companies (and others) that produce and market consumer products will begin to incorporate it on their own. Given these factors, the new standards provide a foundation for printers to have available when the application presents itself.

Some of the highlights of the new standard includes details on the balancing of strong, deep Braille embossing while avoiding breaks in the carton surface that can make the cartons

In addition, converters should keep in mind that when applying Braille in-line with either process, the opportunity is there to emboss other portions of the folding carton for decorating purposes.

best method to apply the embossed Braille becomes the challenge. The good news is that in most cases, the Braille should be able to be incorporated into existing either through a male/female embossing engraving that is incorporated into the steel rule die; or it can be through the use of a male/female embossing wheel attached to a folder-gluer that can emboss the Braille cells in-line.

Embossing in-line has become more popular over the past few years and foil and embossing die manufacturers have worked closely with the steel rule die manufacturers to solve many of the challenges with the process. With this, embossing the Braille in-line when the cartons are being creased and cut is a practical solution for many applications. In most cases, it may be the most economical solution and the best choice for shorter runs.

Although applying the Braille during the folding/gluing process may be preferred for many applications, both methods are an efficient way of embossing Braille cells without creating an additional run through the press. The length of the run and the positioning of the Braille lettering will affect the final decision as to the best method for application.

aesthetically unacceptable.

It also discusses material Folder Gluer braille embossing solution with selection and the wide range In addition, converters Rotobraille, from Signature Folder Gluers of carton boards in the should keep in mind that marketplace. The standard when applying Braille inalso points out that it is simline with either process, ply not possible to prevent minimal variation in the opportunity is there to emboss other portions of embossing heights on the same folding carton or in the folding carton for decorating purposes. Embossthe same production batch, a very important point ing can be used to enhance the package design while when educating the end user. also meeting the needs of the visually impaired with Braille instructions without adding any additional The fabrication section discusses the methods availcosts to the package. able for embossing the Braille and the recommendation of encompassing the embossing A copy of the Braille standard is available at within the cutting tool or applying the Braille in-line in www.iadd.org. the folding/gluing process. It also outlines the correct positioning of the Braille embossing and the amount Norm Beange of text that can be incorporated on a specific carton.

Specialties Graphic Finishers Ltd. info@specialtiesgraphics.com

HOW TO INCORPORATE BRAILLE

With the new standard in place, and an increase in the demand for Braille, instructions on pharmaceutical and other packaging right coming, choosing the MARCH 2010 | GRAPHIC ARTS MAGAZINE

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MANAGEMENT

MYRNA PENNY

Evolution of print and beyond On January 20, 2010, Xerox hosted the Digital Imaging Association at its research centre. The feature presenter was Laureen Chudzinski, director, business development strategies for InfoTrends.

TECHNOLOGIES THAT ARE TRANSFORMING PRINT The audience agreed with Chudzinski when she stated that the graphic communications industry is facing challenges coming out of the current economic turndown.

Up until now, the printing industry has been able to sustain in difficult times. It is generally recognized, though, that a measurable amount of the print volume lost during the latest recession is gone forever. Some marketers cut budgets and will be slow to bring them back. But more significantly, notes InfoTrends, marketing budgets are being allocated to media that cost less and deliver the same – or more – results. Because the tools exist, marketers are looking increasingly to campaigns that are relative, interactive and measurable.

The message to attendees is that print service providers cannot hope to sit this recession out and go back to business as usual. The biggest difference for us is that our industry was still growing year-over-year in past recessions. Not the case, this time around. Print service providers need to acknowledge the structural changes and prepare for a different kind of growth.

The printing industry has made technology and market adaptations many times before, and we are transforming again – this time evolving beyond print.

THE TRENDS FROM INFOTRENDS

A chart was presented to DIA Members and guests using figures sourced from Internetworldstats.com that demonstrates worldwide Internet penetration. According to these statistics, 65.9 per cent of Canadians use the Internet; 58.5 per cent of Canadians engage in some form of social media. Consumers are always on, enabled by the wide choice of communications tools and devices. But the extent and purpose of use varies considerably.

InfoTrends observes and delivers information on the trends. They believe that social networking is becoming integral to marketing activities. What is emerging for marketers of all sizes is the struggle to keep up with where people are getting their information – and then finding the most effective way to reach them. Then there is the challenge of reaching the unreachable consumer.

To do this, marketers need to cut through the clutter, the Spam, the blockers, the do-not-call, do-not-mail, etc. So, the trend is not mass marketing, but sending to people who want, and will respond to, your information.

THE MULTI-CHANNEL EXPERIENCE

Print service providers (PSPs) and marketing service providers (MSPs) need to combine forces and select an innovative mix of multi-channel communications to develop profitable products and services for their clients. A carefully integrated media mix should be designed to deliver the right message to the right perMARCH 2010 | GRAPHIC ARTS MAGAZINE

54

son at the right time. Service providers that combine their resources and their expertise with the tools and techniques that blend the worlds of mobile and print to deliver business-enhancing, cost-effective results can emerge as communications innovators.

DIA meeting attendees were shown some statistics gathered from studying a selection of InfoTrends’ clients’ campaigns:

CAMPAIGN DESCRIPTION

% IMPROVEMENT OVER PRINT-ONLY CAMPAIGNS

print, email, web landing pages

35%

print, email, web landing pages, mobile marketing

34%

print, email

28%

print, web landing pages

19%

While the chart does make a convincing statement, these statistics were gathered from a small group.

They can certainly be guidelines for service providers to consider their own test markets, encouraging clients to contemplate their own multi-channel experience.

DIA members and guests then saw a demonstration of some of InfoTrends’ campaigns and the ensuing results.

So, just how does a service provider go about recommending a comprehensive communications approach? A survey to learn more about your own or your client’s prospects is an excellent avenue. The challenge here is creating a compelling reason for prospects to complete the survey.

THE UNTAPPED MARKET

For the first time in more than two decades, InfoTrends has noted that small and medium-sized business activity will represent a significant opportunity for service providers. There is an opportunity to build template offerings via web accessibility with a repeatable sales process to realtors, lawyers, doctors, associations, hair salons, lawn care specialists, to name but a few neighbourhood style businesses.

These potential clients, whether they realize it or not, do collect data that can enable the mentioned multichannel options. And this new avenue can offer them their own business products as well as unique busiwww.graphicartsmag.com

®

WORKS

MANAGEMENT

MYRNA PENNY

ness building information deliverables to a list of customers and potential customers who have been prequalified to receive the information.

SOCIAL MEDIA GAINING MOMENTUM

Social media is people having “conversations” online.

Print can lead traffic to this interactivity. InfoTrends documents that the marketers of today need to consider the customer experience of a dialogue rather than a monologue. Conversations are powered by a growing list of sources that PSPs and MSPs must assess to select client-specific options that start a conversation and keep it going. The real service skill is to keep integration simple, controllable and measurable.

camera or mobile phone is sold, opportunity expands.

Print applications such as greeting cards, photo books, storybooks and calendars represent both B2B and B2C opportunities.

Packaging: A protective container and so much more. A package has become the external manifestation of the brand, the emotional bond that connects the consumer to the product, the tracking/tracing tool, a security agent as well as information transmission and educational mechanism. It will never become a digital document.

Packaging grows with the human population. Packaging grows with economic development. Packaging

Chudzinski suggests the use of social sites to find out

is a substantial growth market for digital printing technology and digital printing technology can enable packaging personalization. Think about the value proposition that is enabled by using QR Codes on packaging to drive consumers to online venues.

SUMMARY

Consumer media consumption is changing. Marketers are struggling to meet this demand, focusing on ROI driven programs. Technology and client demand are transforming print and creating new opportunities. what clients or customers want and to also gain insight into how they want to receive the information that will encourage response.

MOBILE MANAGEMENT

A telephone is no longer a telephone. Not only is it wireless and therefore “mobile,” it has become a resource for all manner of interactive information gathering. Another rapidly emerging methodology is called QR (Quick Response) Codes. This is a high-density barcode that is readable by cell phones and simple PC cams. Recipients can quickly and easily interact with QR enabled documents by pointing their camera at a QR symbol; and they are instantly connected to a QRencoded web page. The web page could be a sales video, a coupon or a product promotion encoded with the specific recipient’s demographic profile – optimized for the device it is being viewed on.

Mobile technology can be used for operations management including job status tracking and approvals and campaign progress tracking.

PRINT OPPORTUNITIES

Photo-related Print Opportunities: Every time a digital MARCH 2010 | GRAPHIC ARTS MAGAZINE

56

ABOUT INFOTRENDS

InfoTrends is a worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. Based in Weymouth, Massachusetts, InfoTrends has a global network of offices throughout the United States, Europe and Asia, providing clients with an international view of industry trends and developments. They provide research, analysis, forecasts and advice to help their clients understand market trends, identify opportunities and develop strategies to grow their businesses.

Laureen Chudzinski provides marketing and business development strategies to graphic communications suppliers and print service providers to help them grow their business. Additionally, Ms. Chudzinski directs ongoing training curriculums and e-learning training program initiatives on a global level.

Become a member of the Digital Imaging Association today. The privilege of membership enables companies to send as many employees as they deem appropriate to each informational session at no additional charge above the low cost of membership.

Contact Marg Macleod, Association Manager 416-696-0151 or marg@digitalimagingassoc.ca. As a member of the DIA, you’re not just a name on a list. You become part of a network of professionals dedicated to the strength and future of the industry. www.graphicartsmag.com

GRAPHIC ARTS MAGAZINE

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MARCH 2010

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HP technology making a positive impact – on the environment and the bottom line Anchored with HP Latex Ink Technology, the HP Designjet L65500 and L25500 continue to deliver superior print quality and application versatility, as well as breakthrough environmental benefits for large format.

To say that the HP Designjet L65500 and L25500 printers were created with the environment in mind, would only be part of a much larger success story. Both devices use HP Latex Inks and HP Wide Scan Printing Technology and have made quite an impact on the large-format and the ecosolvent market in recent years. They provide printers with a versatile system that can produce a wide range of applications – from point-of-purchase displays, transit signage, wall murals and exhibition graphics, to vehicle graphics and fleet marking, as well as a variety of exterior and interior event signage.

The final results are durable, odourless prints; sharp, vivid image quality; application versatility and high productivity.

This has enabled HP customers to increase their capacity and grow their businesses while reducing their overall impact on the environment.

“The Quality of the L65500 Latex Printer has been quite exceptional. The colour is vibrant and it’s of much higher DPI than our other large-format printers,” says Larry Chan, President of Beyond Digital Imaging (www.bdimaging.com), a Canadian leader in large-format printing headquartered in Markham, Ontario. “The Latex Ink is environmentally friendly and odourless. We use it for printing vehicle graphics as well as backlit applications that look photographic. The device is quite easy to operate and is a reliable work-horse-type product.

We installed it in January of 2009 and it allows us to provide higher quality graphics compared to all our other large-format printers.

“Now, we can bid on projects and satisfy customers that require higher quality and short turnaround times, thereby securing jobs that we otherwise would have lost. Finally, we are not charging a higher price. We are just maintaining the same price as our competition, but giving customers a better product – thereby keeping those customers for repeat business,” he adds.

A new evolution in printing “First and foremost, the HP Latex Ink technology has allowed a new evolution in printing to be born,” says Nick Policano, co-owner of Etobicoke-based MARCH 2010 | GRAPHIC ARTS MAGAZINE

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Ram Imaging Products Inc., (www.ramimaging.ca) a leading, exclusive HP Designjet L25500 reseller partner.

“It’s not just about image quality, speed and durability anymore – the technology now enables our clients to offer the end user all of the above, plus an environmentally-friendly alternative to eco-solvent and solvent output. Keeping the environment in mind now becomes easy, not to mention that the safety in operating this equipment in any environment (vented, non-vented, large or small) is now a non-issue.”

One of the great benefits of the L25500 printer, says Policano, is its low maintenance – user replaceable printheads along with fast-drying/ cured images that allow the freedom to laminate immediately, which in turn, saves valuable production time.

“The versatility of the DesignJet L25500, combined with the HP recyclable media, allows our clients to easily broaden their horizons when it comes to their entire indoor and outdoor products.

From basic posters and signage printing to vehicle graphics and high-end exhibits, the L25500, in my opinion, is the obvious choice.”

The benefits begin with latex ink HP Latex Inks (nothing to do with latex rubber) are pigmented, water-based inks that use HP’s innovative aqueous-dispersed polymer or “Latex” technology to provide better print durability and display permanence when compared to solvent inks. The water-based formula has distinct advantages over solvent inks by reducing the impact of printing on the environment and facilitating improved print production.

Bascially, HP Latex Inks consist of a liquid ink vehicle that carries latex polymer and pigment particles to the surface of the print media. (Physical and chemical properties of the ink vehicle are critical both for drop ejection performance and control of ink-media interactions.) These properties are obtained by formulating the ink with a combination of water or aqueous inks and additives. High water content gives HP Latex Inks the high surface tension and low viscosity that are ideal for use in HP Thermal Inkjet printheads.

For example, dot gain and colour-to-colour bleed are reduced, which, in turn, simplifies overall colwww.graphicartsmag.com

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Of course, water offers other important benefits – no VOCs, no special handling, non-toxic, non-combustible, etc. And, unlike solvent inks, the technology does not require daily manual maintenance of printheads.

However, as HP points out, water alone is not a practical ink vehicle for printing on the huge variety of media currently used in large-format commercial and industrial applications. Co-solvents and additives must be included for optimum performance. So, the HP Latex Inks are actually similar in type and concentration to co-solvents and additives in HP’s water-based designjet inks, which produce extremely low VOC emissions.

Both the co-solvents and additives lower surface tension to wet the internal surfaces of the drop generators to keep them primed with ink and ready to print. They keep the surface of the thermal inkjet heater resistor and orifice plate clean for consistent drop ejection, minimize viscous plugs in the nozzles (that can cause missing or misdirected drops) and affect how the ink droplet wets the surface of the print media to control dot formation.

Co-solvents also soften uncoated vinyl for better adhesion to the latex polymer film, and they evaporate in the printer to produce a completely dry and odourless, ready-for-display print.

Speed, quality and productivity The L65500 with HP Latex Inks produces durable outdoor and indoor applications up to 104 inches (2.64 metres) that withstand the elements while also providing exceptional image quality at high (up to 1200 dpi) resolution. Outdoor prints produced on original HP media achieve outdoor display permanence of up to three years nonlaminated and up to five years laminated and are scratch, smudge and water-resistant. HP has also designed 14 new large-format media (including five recyclable substrates) for optimal results with HP Latex Printing Technologies. A proprietary new HP media surface-treatment technology – designed together with the HP Designjet L65500 Printer – produces a wide colour gamut and makes it possible to achieve both durability and sharp, vivid image quality on materials that don’t typically print well with solvent inks. www.graphicartsmag.com

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HP Wide Scan Printing Technology delivers high productivity and high image quality using two proprietary HP technologies working together: HP Wide Scan Printheads and the HP Optical Media Advance Sensor (OMAS). The HP Designjet L65500 Printer (with HP Wide Scan Printheads) enables consistent, high-quality output at exceptionally fast print speeds. Other benefits include indoor display permanence of up to five years non-laminated and up to ten years laminated on original HP media, sharp image quality across a variety of media, including most low-cost, uncoated, solvent-compatible media, readable text as small as 4-point, outdoor-quality prints at approximately 800 square feet per hour, and indoor-quality prints at approximately 400 square feet per hour. Prints are durable enough for demanding applications such as outdoor displays, but lack the noticeable odour that can limit indoor applications. Printheads are user replaceable, eliminating the downtime and expense of a service call.

An opportunity for the small and mediumsized printer On the heels of the highly successful L65500 is the HP Designjet L25500 printer, also designed to broaden production capabilities for a greater number of customers and provide a viable alternative to eco-solvent technologies. The L25500 enables small and mid-size digital print and sign shops, copy shops and photo labs to produce indoor and outdoor applications with ease while reducing their environmental impact. It offers easy, low-maintenance printing of a wider range of applications – from indoor point-of-purchase displays, exhibition graphics and interior décor (wall murals and fabrics) to outdoor banners, bus shelters and particularly vehicle wraps – than is possible with eco-solvent or traditional water-based printing alone.

The L25500 is available in 42-inch and 60-inch models and can produce up to 23 square metres per hour at 1200 dpi. A variety of third-party RIPs and media can also be used with the device.

The ease of use afforded by water-based HP Latex Inks and HP 789 Designjet Printheads enables an easy transition into large-format or outdoor printing for entry-level sign shops, photo labs and digital printers thanks to unattended printing with no daily, manual printhead maintenance required, user-replaceable printheads and an embedded spectrophotometer for accurate and consistent colour across prints and between printers. HP also boasts a total portfolio of 19 printing substrates for the L25500, including four recyclable substrates and several PVC-free alternatives.

For more information: www.hp.com/go/hp_latex_printing_technologies.

To test drive these new devices, order a FREE print sample at: www.hp.ca/printsamples.

YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY

MY CUSTOMER ASKED ME

DIANA BROWN

My customer asked me “What is poo paper?”

Ahhh, yes. The original recycled paper! Poo Paper manufacturing is a fantastic use of natural resources to create a practical product that’s made from… poo!

Organizations from all over the world, such as The Great Elephant Poo Poo Paper Company and Creative Paper Wales, make paper from the fibrous materials left in elephant, sheep, horse, cow, panda, reindeer, rhino and even wombat poo. Due to the digestive systems of these animals, up to 60 per cent of the food consumed (including grasses, leaves, bamboo and fruits) exits the animal undigested, leaving fibres that make great paper.

The plentiful sheep farming industry in Wales (approximately 2.3 sheep for every person!) provides Creative Paper Wales with an abundant natural resource to create its Sheep Poo Paper products.

Lawrence Toms of Creative Paper Wales states that they produce approximately four tonnes of Sheep Poo Paper every year and have four staff working relentlessly to turn poo into product. Additionally, elephants produce the most raw material for Poo Paper because they are the largest land animals in the world. They produce approximately 220 pounds of dung every day. The Great Elephant Poo Poo Paper Company can produce 25 large 2’x3’ sheets or 10 complete journals with just one elephant’s waste for one day.

HOW IT’S MADE

The Elephant Poo Poo Paper Company’s process is a fairly simple one, whereby dried elephant dung is rinsed to expose the fibres, which are then boiled and additional fibres from banana and pineapple trees are added to increase the strength. The slurry is then made into small “cakes,” which are spread over a

WHY IT’S AN AMAZING PRODUCT

Do I even need to explain why?! Not only can you write your grocery list on the same, um, “stuff” your vegetables are grown in, but the companies that manufacture and sell Poo Paper have ahead-of-thecurve environmental mandates. These organizations give back to our environment through the animal communities they aim to protect and they don’t take anything in return. They are not cutting down trees or destroying essential habitats to create their products.

They simply remove unwanted (and smelly) waste and turn it into something useful, creating a truly sustainable product life cycle. “We are rooted in our belief that our products represent a healthy and sustainable balance between ecological responsibility and commercial pursuit,” The Great Elephant Poo Poo Paper Company proudly states. It’s like the perfect fusion between the stock market and a local market stocked full of fresh, organic whole food…it’s a beautiful thing.

Also, any company whose slogan is “We’re Number One at Number Two” is okay by my standards.

PRACTICAL USES FOR POO

Due to the handmade nature of Poo Paper and the labour intensive process to gather the raw material, sheets are not sold for bargain basement prices.

Therefore, it is safe to say that you won’t find the most recent edition of Rolling Stone magazine or the latest Harlequin romance novel printed on Poo Paper (although some would find this fitting). Practical uses include gift cards, note paper, journals and even air fresheners (rose, daffodil or fresh cut grass scents).

“We have a broad market for Sheep Poo Paper, from corporate clients wanting ‘standout’ for their publications, all the way through to brides seeking something special for their wedding stationary,” says Lawrence Toms of Creative Paper Wales.

I came across an excellent suggested use for Wombat Poo Paper from an individual who posted a response to an article about this topic. He inquired, “Do you use it to write break up letters or letters of resignation? Maybe an angry letter to a company that wronged you?” What an excellent suggestion! The person on the other end (excuse the pun) will never know it’s poo. It will be your little secret!

mesh-bottomed tray, similar to any handmade papermaking process. The mesh screen is then propped up against a tree and is left to dry naturally in the sun.

A frequently asked question about using poo as the raw material is, “does the paper smell bad?” The answer is, no. When the fibres are boiled, they become clean and are simply plant fibres ready for the next step in processing. I can personally attest to the fact that the finished paper does not smell. If anything, Elephant Poo Poo Paper has a natural woody, earthy smell.

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So head out to a gift shop that sells environmentally-friendly products, buy a package of Poo Paper stationary, and find a quiet spot to write your angry letter. Happy hunting! (Not actual hunting because that would go against everything I just said).

Diana Brown is an account representative in the Trade Book Publishing division with Toronto-based book printer, Webcom Inc. diana.brown@webcomlink.com

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our obligation to the environment doesn’t end with certification.

There is more to being environmentally responsible than chain-of-custody certification. Look at the big picture. We can help! When you buy locally, your actions have a global impact.

Buying paper manufactured in North America, specifically in and around the Great Lakes, is not only smart buying- you are also being environmentally responsible. Driving to the corner store everyday only for today’s needs, versus to the supermarket once a week for all groceries is wasteful of time and resources.

To maximize economies of scale and to minimize unnecessary transportation we source world-class products from environmental leaders like Domtar and Sappi – sites close to home – in full truckloads or by rail. In concert with your internal efforts, minimize your carbon footprint through smart buying.

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