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JOE MULCAHY
View from the publisher Members of my staff and I will be at Graph Expo in Chicago October 3–6 meeting with old friends, making new ones, networking and learning all we can about what’s new in the printing and graphic arts industry. So far, we’ve heard some exciting news about new technology, clever marketing initiatives and great deals offered at the show. It never fails to amaze me how innovative companies can be as they adapt to an ever-changing industry landscape.
The last couple of months have seen some notable facility and business expansions. Direct-mail and variable-data success story, Bassett Direct has moved into a new 35,000-square-foot home in Richmond Hill, Ontario, effectively doubling its previous production space in Markham. Transcontinental Media has also expanded its newspaper repertoire, adding Journal Le Nord, a weekly publication distributed in the Laurentians with a circulation of about 50,000.
Two items that caught my eye: Ultimate Technographics Inc. of Montreal will showcase its 64-bit version of the world’s fastest imposition solution at the show. I also discovered that Goss International will be offering a discount of up to 20 percent off the regular price for any parts ordered at the show – on orders up to $50,000 for commercial and newspaper presses as well as finishing systems!
On the people front, congratulations to Tom Lang who has been named manroland’s regional sales manager, sheetfed, for Western Canada. An industry veteran, he was formerly with Muller Martini Canada and Transcontinental. Finally, remember that Monday, October 11 is Thanksgiving Day. Now I realize that for many people, this has been a very stressful and difficult year so far, but being negative accomplishes nothing. So, as you hopefully celebrate with your loved ones, remember that, in retrospect, we do indeed have a lot to be thankful for, especially when we see what’s happening in other countries.
If we miss you at Chicago, you can visit our booth at Print World 2010 (North America’s largest show for shorter-run printing) in downtown Toronto November 20–22 at the Direct Energy Centre at Exhibition Place. The line-up of exhibitors and speakers is quite impressive, including 50-year industry veteran and Professor Emeritus at R.I.T., Frank Romano. However, why wait? You can check out Frank’s incisive comments right now in Kristen Read’s “For the record” feature (page 28). I’ll also be interested in seeing the show’s exclusive Chinese Pavilion and its new suppliers – and, of course, comparing prices and quality with their North American competitors.
As always, stay positive and stay focused.
........................................................................................................................................ Joe Mulcahy joe@graphicartsmag.com
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NATALIA GILEWICZ
New-found optimism With the first month of classes over, I’ve had an opportunity for some interesting reflection. In my first-year class, the incoming group of students was greeted with the statement, “print is dead,� and asked to agree or disagree. The discussion led to many examples showing how deeply print is integrated into their lives. There were various types of comments from “I prefer books,� to “magazine readership is on the rise,� to “my cereal will always come in a package.� This was significant to me because these are students who are mostly born in the ‘90s. They have grown up with all things digital. It’s the start of a great year, I thought.
somehow naturally understand that print is here to stay and are keen to learn how this will look in the future. As such, it is our pleasure to renew faith in print for the adults and explain it to the younger generations. This month’s lead article, “Transpromo – passĂŠ or present?â€? is a great step to unraveling the opportunity in the increasingly-complex market. The article explains the landscape of transpromo printing. Ryerson’s prepress experts Jason Lisi and Chris Smyth outline some of the processes and technology associated with customized printed statements. Here’s to hoping that one of you reading the article will call Telus and let them know that a coupon to Kernels does not reflect my buying patterns and that their statements need a transpromo boost.
I repeated the same exercise with my evening class, which is comprised mostly of working professionals. The response was different. Entwined in the discussion was a small dose of pessimism toward the longevity of the printed product. This group by majority would have grown up on the opposite side of the digital divide. Not to say that the discussion gave the impression that they didn’t value print; they just seemed to have some skepticism toward it, which changed the tone of the discussion just a bit.
........................................................................................... Natalia Gilewicz natalia@graphicartsmag.com
My theory behind why the results between the two classes were so different is that print has changed, and if you are young enough not to have witnessed the changes, then you are blissfully unaware of them. To my first-year students, it isn’t at all strange that they are getting free newspapers on the subway or that their assigned reading is a PDF that they don’t need to print. They
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INSTALLATIONS
Johnny Lalani, owner of All Hour Signs, with the company’s new HP Designjet 35500
Steve Daigle, sales manager of Nustream Graphic; and Claude Deland, operation manager at Intramédia, with the new Screen Truepress 344
All Hour Signs
Intramédia
In Scarborough, Ontario, All Hour Signs has been in business since 1997. The company provides a wide range of services including banners, billboards, transit advertising, custom labels and trade show collateral. To meet increased customer demand, All Hour Signs has installed the HP Designjet 35500.
Intramédia, a division of Datamark Systems, has installed 4-colour Screen Truepress 344. The Boucherville, Quebec company purchased the press through Nustream Graphic. It has a top speed of 7,000 sheets per hour, and can run sheet sizes up to 13.4 x 18.5 inches. With a staff of more than 450 people, Datamark Systems offers integrated document management and print solutions through a network of specialized manufacturing and distribution facilities located across Canada. The company considers itself a single source for the design, production and distribution of business documents.
“We believe in providing the best quality product and service for all of our customers,” says Johnny Lalani, owner, All Hour Signs. “With this new HP technology, we’re positioned to provide faster service and higher quality products for our customers.”
Nustream Graphic’s Alexis Aubre, sales representative, and Steve Daigle, sales manager, with Champion Imaging’s Sam Yampolsky, president; Bernie Nadler, vice president; and Pat Perrotta, manager, with the Truepress Jet 2500 UV Flatbed
Vivimar owners Michel Moatti and David Martin, with their new HP Scitex FB7500
Vivimar
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Located in Montreal, QC, Vivimar Creations has just invested in a new HP Scitex FB7500 printer. Specializing in large format digital and screen printing, Vivimar chose the FB7500 for its dependability, upgrade capabilities and eco-friendly characteristics. The company produces custom signage, point-of-sale, bus shelters, subway platforms, banners, stickers and conceptual displays.
Located in Montreal, Champion Imaging Group has just installed a new Screen Truepress Jet 2500 UV Flatbed. Purchased from Nustream Graphic, the press prints with a resolution up to 1,200 dpi at speeds up to 67.5 square meters per hour. In business since 1975, Champion Imaging produces advertising, retail, display and signage. The Truepress will increase the company’s portfolio of digital technology, adding flexibility with the ability to print on both board or roll media, up to 98.4 inches wide.
“The HP Scitex FB7500 printer is a game-changer in our industry,” says Michel Moatti, co-owner or Vivimar. “We can offer clients exceptional quality with incredibly fast turnaround times.
OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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NEWS & COMMENTS
News and comments PRESSTEK EXPANDS CANADIAN SALES FORCE Presstek has recently added to its sales force in Canada, welcoming Michel Beauchamp as sales manager for the Quebec and Maritimes region. He brings 25 years of industry experience to his new role, in which he will be selling Presstek’s entire portfolio of digital and offset solutions.
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“Michel brings with him more than two decades of sales and management experience in the graphic arts industry,” says Todd Phillips, sales director of Presstek’s northern region. “His extensive product knowledge in all areas of the graphic arts industry and his relationships within the Canadian graphic arts community will allow him to get off to a fast start in his new role. The entire Presstek team is pleased to welcome a person of Michel’s caliber and is looking forward to working with him in these important Canadian markets.”
Mr. Ekstein has been the CPIA representative to the Printing Industries Board of Directors since 2007 and has been chairman of their Education Committee and a member of the Executive Committee since 2009. He is also co-chair of the CPISC and has held other positions such as chairman of the CPIA. Congratulations Jeff!
Beauchamp has previously held several sales and business development positions in Quebec and Ontario with Kodak.
NEW STATE-OF-THE-ART FACILITY FOR BASSETT DIRECT Bassett Direct, one of Canada’s leading providers of direct- mail and variable data solutions, has moved from its Markham location to a 35,000-square-foot facility in Richmond Hill.
“The move to Presstek is an exciting opportunity for me,” says Michel Beauchamp. “I am delighted to be bringing Presstek’s outstanding product offerings to companies I know well in Quebec, as well as getting to know the needs of and opportunities in the Maritimes graphic arts community. Presstek solutions offer the perfect platform for innovation within the print production process, and our heritage of efficient, environmentally friendly and easy-to-use printing solutions is a critical success factor for us in Canada.”
“We felt now was the time to invest in our future and form a foundation for our growth,” says company president, Rich Bassett. “Our plans for expanding our business over the next five years are very aggressive.” The new venue will allow the company to offer its clients the largest variable sizing on the market today, as well as more production options and improved physical security. The facility also features one of the largest humidified digital print production rooms in the country, which enabled the company to acquire state-of-the-art equipment. Bassett Direct says the new location will offer twice as much production and warehouse space as their former facility.
PIA BOARD ANNOUNCES APPOINTMENT OF CANADIAN JEFF EKSTEIN The Printing Industries of America (PIA) has recently announced that a Canadian will hold a very influential position on its Board. Jeff Ekstein has been named secretary of the Board of Directors, taking effect as of November 2010. Ekstein is president and CEO of Willow Printing Group, a third-generation company based in Concord, Ontario. He has worked in the family business since the age of 10. The position of secretary of the PIA Board leads ultimately to the position of chairman, which would normally occur in 2013-14 after having held the positions leading to the Chairmanship. Jeff will be the third Canadian to lead the PIA Board in its history.
The company’s new address is at 91 Granton Drive, near Highway 404 and 16th Avenue.
XEROX DEBUTS INTERACTIVE MULTIMEDIA EXPERIENCE RealBusiness.com has just been launched by Xerox. It is an online, interactive and immersive multimedia experience where visitors get to see Xerox’s offerings come to life through its customers. The website is part of a multimillion dollar global campaign, which the company says is one of the most significant in its history.
“We are extremely proud that a Canadian will hold such an influential position in the graphic communications industry,” commented Bob Elliott, president of CPIA. “There is no better individual to take on this role. Jeff’s passion and commitment to this industry are unparalleled.” www.graphicartsmag.com
As visitors enter the site, they are presented with a virtual office building, and several options to select: 9
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NEWS & COMMENTS
Finance & Accounting, Human Resource Services, Customer Care, IT Outsourcing, or Document Management. Each category is a different service that Xerox offers. After clicking on a topic, users will “fly� into a floor of this virtual building where they will meet a variety of characters, each one representing a real customer of Xerox. These brand characters – from companies such as Hertz, the New York Mets, the Mariott, Ducati, and the University of Notre Dame – show how partnering with Xerox helps customers focus on what matters most: their real business. Individual case studies are shown, and visitors to the site can download PDFs that delve into each customer’s specific story. For example, you can find out how Xerox helped Ducati translate its product manuals, or how Xerox aids Mariott in the management of more than 11 million global invoices annually. “RealBusiness.com showcases the breadth of Xerox’s services business and provides the next layer of detail introduced in our multimedia campaign,� says Christa Carone, Xerox CMO. “It’s an invitation to explore and experience what real business can be like when companies partner with Xerox to handle their business process and document management.� In the coming months, Xerox will expand the website with additional case studies.
NEW IN PRINT: “FLAT SPRAY� PERFUME SAMPLE FORMAT FOR WOMEN’S MAGAZINES Traditionally, perfume samples have appeared in magazines via a sticky flap that users have to peel back to reveal its scent. Now, the Canadian Fashion magazine will be the nation’s first publication to utilize a new technique called the “Flat Spray,� which will be bound into the pages of its October issue. Quebec’s Challenge Media is reportedly behind the campaign, utilizing the technique for Thierry Mugler’s “Womanity� perfume brand, owned by Clarins. Reportedly, the process allows users to get an average of six test sprays of the actual fragrance. Unlike traditional perfume samples, this new format can be reused.
COMIC BOOK MOUSE TEACHES KIDS THE HISTORY OF PRINT The U.S. Government Printing Office (GPO) has just launched its first comic book. Featuring a mouse named Squeaks, the comic takes a fun and unique approach to educate children about the important role printing has played from the beginnings of civilization to today’s digital world. The comic book’s story stars Jake, an
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NEWS & COMMENTS
elementary school student, who needs to write a report on the invention of printing and its evolution. Instead, he would rather play a video game. He falls asleep playing the game, and its character – Squeaks the mouse – comes to life! The mouse takes Jake on an adventure throughout the history of print, and explains why printing is important. The GPO’s Jim Cameron wrote the story, and Creative Services’ graphic designer Nick Crawford provided the illustrations for Squeaks Discovers Type! “Printing has played a key role in the development of our civilization by conveying information to people, and allowing information to be widely disseminated so our culture and technology could benefit from that,â€? says Squeaks writer Jim Cameron, explaining the importance of the comic’s subject matter. Squeaks illustrator Nick Crawford says of the project: “I think the challenging part of the project was to‌make sure that it was historically accurate and that‌all of the information was correct while making it cool, you know, it’s a cool idea. So I wanted to make it so that it was something that kids would gravitate towards.â€?
TORONTO PRINTER IMPLEMENTS AVANTI CRM SYSTEM Central Reproductions, a Toronto-based full service printer, has recently implemented Avanti’s CRM system. In business for 28 years, the company just completed a million dollar investment in expanding its location and purchasing new equipment to better service its growing business.
Already an Avanti customer for over twenty years, Central Reproductions will use the CRM system to provide a more streamlined and automated approach to its management of sales, marketing and customer information. The company also works with Avanti’s Print MIS and production modules. “It’s all about the customer! Avanti CRM provides all Central staff with one screen where they can view all of the real-time information regarding a customer, significantly enhancing customer service and response time,� explains Central Reproductions owners Doug Snow and Ward Spencer. “Avanti CRM provides our CSRs and sales team with ‘information at their fingertips’ such as instant access to customer quotes, important notes and job information, invoices and customer history to more effectively handle customer inquiries.�
TURF WARS: FACEBOOK VS. GOOGLE
During the summer, for the first time ever, Web surfers spent more time on Facebook than they did on Google. Now, Google is trying to take a bite out of Facebook’s turf by launching its own social networking feature. Research from comScore shows that in August, U.S. Web surfers spent 41.1 million minutes on Facebook, and only 39.8 million minutes on Google sites (including YouTube and Gmail). This is a dramatic increase from this time last year, when Internet users spent only half the time on Facebook
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NEWS & COMMENTS
than they did on Google sites. (16.8 million minutes versus 34 million minutes). Facebook keeps its financial results private, but research firm e-Marketer recently speculated that the company should earn over one billion dollars in advertising revenue this year alone. Now it looks like Google wants a piece of that pie, as Chief Executive Eric Schmidt just confirmed that a social networking feature will be unveiled this fall. Google hopes this “social layer” – as Schmidt put it – will make it direct competition for Facebook and its 500 million users. It will be interesting to see how this venture pans out for Google, as the company’s recent forays into the social networking world have noticeably fared poorly. Its Twitter-like status update product called “Buzz” has not caught on at all, and the “Wave” messaging and collaboration software was discontinued recently as well. All signs point to Google’s new social networking attempt being called “Google Me.”
WIRELESS PRINTING FOR IPAD, IPHONE AND IPOD TOUCH: APPLE AIRPRINT
Apple has just released plans to offer wireless printing capabilities for the iPad, iPhone and iPod touch. Called AirPrint, the product auto-
matically finds printers on local networks and can print text, photos and graphics to them wirelessly over Wi-Fi – without the need to install drivers or download software. After the famous iPad was released, critics complained that the product – as well as the iPhone and iPod touch – all have no ports or USB drives to allow for printing. At last, Apple has come up with a solution that it calls AirPrint. “AirPrint is Apple’s powerful new printing architecture that matches the simplicity of iOS – no set up, no configuration, no printer drivers and no software to download,” says Philip Schiller, Apple’s senior vice-president of Worldwide Product Marketing. “iPad, iPhone and iPod touch users can simply tap to print their documents or photos wirelessly to an HP ePrint printer or to a printer shared on a Mac or PC.” Though AirPrint is designed to support a wide range of printers from entry level inkjet printers to office laser printers – Apple has partnered with Hewlett Packard on this project. The company says that AirPrint is compatible on the HP Photosmart, Officejet, Officejet Pro and LaserJet Pro series of ePrint enabled printers. “We’re pleased to work with Apple to bring Apple’s AirPrint to our fall lineup of ePrint printers in time for the holiday shopping season,” says Vyomesh Joshi, HP executive vice president, Imaging and Printing group. “Making it easy for our customers to print anytime, anywhere, is a key priority for HP. iPad, iPhone and iPod touch customers are going to love how easy it is to print using our new range of ePrint printers, creating high-quality printed pages in an instant.”
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NEWS & COMMENTS
CONVERGING MARKET TRENDS SEMINAR HELD AT AGFA’S NEW HQ Agfa recently held a print and new media seminar on Converging Market Trends at its new Canadian corporate headquarters in Mississauga. Several informative speakers were on hand to educate the audience on topics such as growth in digital technology and social media. Over 100 people attended the event on September 21, 2010 at the company’s new 160,000 sq. ft. building – previously belonging to Gandinnovations. Agfa purchased the wide-format ink manufacturer last year and moved into the building in April. After some lunch and a chance for attendees to connect with new and familiar faces, the presentations began. “Digital is making the impossible, profitable,” said the event’s first speaker Dan Marx, vice president of Market & Technologies at the SGIA. He revealed some interesting facts from a recent member survey: 44% of shops are digital only, 55% have a mix of technologies, and only 1% are solely screen printers.
Another members survey revealed that primary products for today’s printers are banners, POP displays and window displays. However, it is interesting to note that the top three growth products are building wraps, environmental graphics and indoor wall graphics. Julian Mills, vice president of Prescient Digital Media, was the day’s next speaker. He revealed a recent statistic that 53% of small to medium-sized businesses are using social media. Mills explained that social media is an important marketing tool for all businesses, including printers, and that it is not just for the younger college-aged generation. He presented some interesting facts: the highest number of Facebook users (25% of them) are between 35-44 years old. Furthermore, 65% of LinkedIn users are male, the average age being 41. Many manufacturers of print technology may think that the people buying their equipment – the decision makers – are not on websites like Facebook and Twitter. Even if that may be true in some cases, Mills said that most business decisions involve at least 8 people in an organization. “Even if the decision maker won’t find you [on social media sites], the influencers will,” he noted. Following these speakers, attendees heard from Agfa’s Lawrence Robinson who discussed the company’s latest technologies. The day’s last speaker was Dan Deveau of Cameron Advertising Displays who spoke about growing his business and his own experience with the process of making capital investment decisions.
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ECO NEWS
Eco News
sible use of environmental resources, and offering our customers and associates options when choosing paper, plastic or reusable bags.”
SHOULD NESTLE HAVE WON AN AWARD FOR ITS ECO-SHAPE WATER BOTTLE PACKAGE DESIGN?
Since introducing .99 cent reusable bags in mid-2007, more than 13 million of them have been sold at Publix locations. In 2009, the company’s overall recycling rate was 45 percent. That year, 210,000 tons of cardboard, 7,000 tons of plastic and 2,200 tons of mixed paper were recycled by the grocery chain. These efforts have helped save approximately 5.2 million trees, 16.8 million gallons of water, and 1.8 million cubic yards of landfill space.
Nestle is the winner of a 2010 Gold Connecticut Quality Improvement Award for the package design of its Eco-Shape water bottle. With smaller labels and 30 percent less plastic than regular bottles, the product reduces Nestle’s carbon emission equivalents by more than 356,000 tons.
CASCADES CHOOSES PAZAZZ TO PRINT ENVIRONMENTAL SAMPLE BOOKS Global paper company Cascades Fine Papers has chosen Montreal’s Pazazz Printing to print the Rolland Enviro100 and Rolland Opaque50 sample books. These books showcase the power of UV printing on offset paper while respecting the environment.
That reduction of carbon emissions is the same as removing 78,000 cars from the road. The smaller label also saves nearly 10 million pounds of paper annually. “Winning this CQIA prize is testament to Nestle Waters’ leadership in innovation,” says Kevin Mathews, director of Health & Environment Affairs at Nestle. “As a company that depends on natural resources, sustainability is an integral part of our values and business, and we understand that reducing the amount of plastic in our bottles – or ‘lightweighting’ – is the best thing a beverage company can do to reduce its environmental impact. Our next-generation Eco-Shape bottle is the latest step in our company’s long history of addressing our products’ life cycle through innovation.”
“The challenge in printing the Cascades sample books was respecting the environment while attaining powerful colours on uncoated paper stock,” says Warren Werbitt, founder and CEO at Pazazz. “We insisted on using UV inks that reduce emission patterns for volatile solvents, improve air quality and non-renewable resource conservation, contain 0 VOCs, 0 HAPs and are fully recyclable.”
While modifying the materials used to make some products can give them a much more environmentally-friendly design, some bloggers are criticizing the CQIA for its decision to reward Nestle – saying that plastic bottles shouldn’t be winning awards at all. Studies have shown that about 80 percent of plastic bottles are never recycled and 38 million go to the dump every year in the U.S. Perhaps the “eco” designation shouldn’t be associated with something as harmful to the environment as plastic water bottles.
SUPERMARKET SAVES 1 BILLION PAPER AND PLASTIC BAGS
SUPPORT
Popular American supermarket chain Publix has recently announced that it has saved over 1 billion paper and plastic bags since 2007. The grocery store chain has over 1,000 locations in Florida, Georgia, South Carolina, Alabama and Tennessee.
RESPONSIBLE
FORESTRY.
Publix says it has achieved this goal by emphasizing the importance of sustainability with its employees. Service clerks and cashiers are trained to increase the number of items per bag, and bag reduction goals are implemented for each store. Campaigns have also been introduced to encourage the use of reusable bags. The company says that this has reduced the use of paper and plastic grocery bags by more than 1 million per day. As of early September, the total number of bags saved has surpassed the 1 billion mark, since the program began in mid-2007.
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
“At Publix, we are fortunate to have customers and associates who are committed to sustaining our environment,” says Maria Brous, director of media & community relations, Publix. “That’s why we focus on the responOCTOBER 2010 | GRAPHIC ARTS MAGAZINE
forest certification and what you can do, visit www.sfiprogram.org.
Good Go od fo forr yo you. u. Go Good od fo forr our forests.
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TransPromo printing has received a fair amount of attention in the past few years, and continues to be promoted by vendors and industry consultants as an excellent growth opportunity for printers in times of diminishing revenues. However, it seems that while opportunity is knocking for both printers and marketers, not many are answering the call just yet. There is not always uniform agreement as to what TransPromo means, other than a combination of transactional and promotional. TransPromo is generally understood to include transaction statements, or monthly invoices to customers creating a marketing opportunity. The TransPromo materials appear as digitally printed ‘onserts’ (promotional materials printed directly on the transactional document). TransPromo materials can also be created and disseminated through electronic mediums, just like transactional statements. The TransPromo marketing message is based on a recipient’s past behavior and practices– a basic example
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would be a bookseller offering a discount on another book purchase based on a previous transaction. In addition, TransPromo could also include information to help educate clients (for example, group benefits policy holders), custom publishing offerings (newsletters), and service providers (concert tickets) just to name a few examples. It can also be used to distribute customized marketing collateral within organizations.
accomplish more with the same (or smaller) budgets. Marketing Departments are continually searching for effective techniques to deliver their message, and get a measurable response, taking advantage of multi-channel delivery of content for increased response or ‘lift’. TransPromo can be an attractive option for a tight budget - the company is already sending out those statements anyway, and TransPromo can add a lot of bang per advertising dollar.
The line between TransPromo printing and Variable Data Printing (VDP) can be a bit blurred when discussing personalized service provider notification statements that include cross sells and up sells. However the underlying distinction is that TransPromo is not a conventional segmented marketing offer, but rather is directed at a company’s existing client base, and tied to an existing, reoccurring, communication stream. TransPromo uses what vendors describe as ‘high value relationship statements’ as an opportunity to incorporate an individualized message that includes a clear ‘call to action’ on the recipient’s part, so that the results can be measured and evaluated.
TransPromo has the potential to offer organizations tangible benefits through increased responses (sales volumes), reduced call centre volume (and subsequent costs) through improved education and communications (better clarity, bringing attention to important changes), as well as helping to migrate some interactions to the web. It can also improve overall environmental impact through reduced print volume with onsert printing. An intangible benefit is the additional branding opportunity that can be used to help build overall customer loyalty within the existing customer base.
Often, TransPromo incorporates a marketing message onto an existing customer-facing communication as part of a business-to-consumer initiative. However, in August 2009, Cary Sherburne wrote an interesting article that appeared on WhatTheyThink.com that told of a company (Sinclair Oil) using TransPromo for a really unique business-to-business application, indicating that people are starting to push the conventional TransPromo model.
In an often cited example, InfoTrends (www.capv.com), a consulting firm for the digital imaging and document industry, ran an award winning comprehensive TransPromo campaign in late 2008 for Best Western and their branded credit card. The control group received statements with variable data on preprinted shells, with inserts. The TransPromo group received analytics-driven content instead of the usual inserts. The analytically driven TransPromo content produced a response of 500% compared to the control group, as well as measurable increases in length of stays, as well as incremental revenues.
THINGS THAT ARE DRIVING TRANSPROMO
The current state of our economy has led to a sharp attention to budgets and spending, which in turn has led to increasing pressure for marketing groups to
Even with the increase in electronic distribution of transactional documents, studies show that a significant number of people still like to get mail, especially monthly statements. People open their statements, and they’re engaged while doing so. Based on research from InfoTrends, consumers typically spend two to three minutes reviewing statements, with 20% spending five minutes or more. As well, over 60% of people studied indicated that print is an important part of the transaction experience. It is not surprising then, to hear of studies being done to determine the market value of the unused space on transactions – effectively trying to quantify the market for remnant ad space available on existing transactions. A concise evaluation of this space for use with onsert printing has the potential to create a unique revenue stream that could be used to offset transactional printing costs. When we think about variable data used in transactional printing, most of us automatically think of one colour imprinting on a pre-printed colour shell. Indeed this is the norm, and there are reasons for this. Full colour variable data, especially with image content, can be expensive and slow to produce. Without economy and speed of production, it can be cost-prohibitive to use colour in variable TransPromo printing. Recently however, there has been a renewed drive for high volume, web inkjet presses to handle variable transactional printing, and some of the new offerings can produce offset print quality
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TECHNICAL ADVANCEMENTS THAT BENEFIT TRANSPROMO As TransPromo gains momentum as a powerful marketing tool, more software and hardware developers have begun to implement technical improvements to their offerings aimed at the TransPromo market, which in turn makes it more economically and technically possible to execute the complex TransPromo projects. One specific example of such a development is Adobe’s newest PDF standard, PDF/VT. According to Mark Lewiecki, Senior Product Manager for the Adobe PDF Print Engine, PDF/VT offers ‘clean hand-offs, efficient prepress workflows, effective high-ROI campaigns, and compelling, graphically rich content’. PDF/VT has the benefit of being an ISO standard and shows promise as variable data file format, especially with TransPromo in mind. Well-known names in the VDP market have shown interest in PDF/VT. For example, Pageflex announced its support for PDF/VT back in May, and reinforced this decision with the release of Pageflex 7.6 in early September of this year.
and speed without breaking the bank. With the advent of large format, high-speed four colour inkjet web presses, the economical and efficient use of colour has become another enabler for TransPromo: apparently colour gets results. A variety of studies reveal increases in location, comprehension, and retention of data in colour documents compared to their monochrome equivalents.
Having a VDP file format like PDF/VT is a positive step in increasing speed and efficiency of file processing, but making the front end faster is pointless unless you can increase print speeds. Combine more efficient file processing with faster variable data print speeds, and you have a recipe for economical, high yield customized print. Here’s where the latest offerings of high-speed inkjet presses, like the ones offered by Kodak or the HP for example, compliment the TransPromo mix.
In the InfoTrends/Best Western campaign noted above, the effectiveness of colour use in TransPromo marketing is evident. InfoTrends sent half of the TransPromo customers a black and white piece, while the other half were given colour pieces. According to InfoPrint, the black and white TransPromo pieces produced an 18% lift over the traditional print pieces normally done, while the color TransPromo pieces delivered a 27% increase. Overall, the campaign boasted an ROI of 278%. The use of colour increases positive responses from customers, and has been shown to convey a higher sense of value, and helps to highlight key information.
There is no question that high-speed inkjet presses are a hot topic these days. In an article he wrote for WhatTheyThink.com, Richard Romano referred to IPEX 2010 as the ‘inkjet IPEX’. With regards to the highspeed inkjet web offset market, there are two contenders that have caught the authors’ attention: the Kodak PROSPER and the HP Inkjet Web Press.
The Kodak PROSPER series of web presses use Kodak’s branded Stream Inkjet Technology to deliver quality output at speeds that encroach upon offset standards. Currently there are two models of the PROSPER press on the market. The PROSPER 1000 features monochrome output at a width of 24.5 inches and a running speed of up to 650 feet per minute. With quality reaching up to 133 lpi on a variety of substrate types and weights, and a duty cycle of 120 million letter size pages per month, this press is designed to Kodak PROSPER 5000 XL deliver. As an added bonus, this press can be field upgraded to colour, making it an economical, and flexible solution for
OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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someone wanting to start with black and white TransPromo, with intentions of migrating to colour. The PROPSER 5000 XL offers much of the performance markers of the 1000, but is full colour and can print at an impressive 175 lpi.
into the two dimensional piece. If you want to see a really cool example of this, check out the augmented reality ad campaign done by BMW for their Mini line of cars. A short video on the making of the ad and the results can be found at http://adsoftheworld.com/ media/ambient/mini_augmented_reality. This is still a relatively new concept, but it certainly differentiates the product offering!
The HP Inkjet Web Press is also worth noting. The HP Inkjet Web Press is a four-colour web press with a 30-inch web width and a top speed of 400 feet per minute. With a 600 x 1200 dpi resolution, HP refers to the output of this press as being comparable to offset.
HP T200 Inkjet Web Press
Of course, print is not the only tool for targeted marketing, but it can be a great way to propagate tools for digital ends of complex campaigns. Many companies have found personalized URLs (PURLs) to be very effective in tracking the effectiveness of targeted campaigns. What better way to track the success of a targeted campaign than by creating a personalized URL and tracking actual visits to the site? More recently, Quick Response (QR) codes have been used to create interaction and provide a landing page for interested consumers to get more information or special offers, allowing marketers to link the landing page to the print product, resulting in detailed analytics. This can easily be applied to TransPromo printing. For example, QR Express, a module for Transpromo Express by Crawford Technologies Inc., enables the application of QR Codes to bills, statements and other transactional materials. Using QR codes to enhance TransPromo offerings has the potential to further increase revenues, profitability and customer retention through user interaction.
BARRIERS TO TRANSPROMO PRINTING
With the investments required for TransPromo, it is not surprising that large financial institutions are reportedly the leaders in the field. However the â&#x20AC;&#x2DC;big rushâ&#x20AC;&#x2122; to TransPromo still appears to be waiting to happen for the vast majority.
Personalized graphics, like the ones you can create with products like XMPie are still a great way to get end-user attention; however, if you want to get really
Overall complexity is one of the barriers to the overall uptake of TransPromo, both for customers and service providers. A TransPromo service provider is usually expected to offer not just a successful technical execution, but also a comprehensive end-to-end solution from concept to distribution, as well as tracking, measuring and reporting. A successful execution of TransPromo printing requires business relationship management at an organizational level. Large HVTO (high volume transaction output) companies can have complex internal structures; consequently, a TransPromo project would likely touch several strategic business units. This could require a seasoned supplier with the skill set necessary to identify a senior level project champion within the organization. They would help the potential client navigate the project path in their own company, involving product managers, marketing and creative teams, operations, production and IT personnel along the way. A TransPromo supplier has to be prepared for a different kind of selling approach, with long sales cycles, which would ideally involve sales representatives educated and dedicated to the task.
BMW augmented reality campaign
creative, you can incorporate technologies like augmented reality into your TransPromo piece to add additional 3-dimensional electronic information to the 2-dimensional print. Augmented reality, as it relates to print, involves a printed piece with optical markers on it. When that printed piece is placed in front of a webcam, three-dimensional digital imagery is incorporated www.graphicartsmag.com
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YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY
analysis or execution need to ensure data security and integrity. This could include a third party audit for certification (SAS 70 certification). The cost varies widely, but can approach $50 000 - $100 000, with annual recertification costs. Print service providers not already in the variable market may not have in-house resources available to manage the level of security necessary, in which case they could explore a partnership with a third party organization to assist them– there are lots of them in the market.
CONCLUSION
The current state of the economy is both a challenge and an opportunity. Some reports have direct mail being down 25% in 2009 compared to 2008. This may be creating a renewed opportunity for TransPromo as Marketing Managers look to improve quantified results without increasing their relative expenditures.
TRANSPROMO AND ANALYTICS
The big value add of TransPromo marketing is not based on the technical execution, but in the data that drives the offer; the analysts who review, clean and manipulate the data from the CRM (customer relationship management) systems, possibly synthesizing it with third party data, looking for associations and sequences, developing predictive models and forecasting predications of future behavior. It’s the 21st century’s version of magic.
However TransPromo also means a reduction in print volume, less direct mail and printed inserts, and therefore poses yet another challenge for printers. For TransPromo to meet its full potential, those offering TransPromo services will need to educate customers in the full value of what they are getting, and establish TransPromo pricing policies. Direct mail, in some ways, can be considered to be a bit like cost per click in digital media, the cost to deliver the message to a recipient. However an arguably more important notion is the costs per conversion, the cost to have a person take the action that is desired. As with the digital experience, it can be difficult for suppliers to capture full value for this.
Analytics combine a customer’s previous action with information on their geography, and/or demographics. This is similar to the behavioral marketing used online. While there are privacy concerns with regards to how the information is collected and used, in general the belief is that customers will value messages they feel are directly relevant to them. Sophisticated providers may even offer customers the ability to self-select or customize their level of participation.
As Frank Romano at RIT has reported, “VDP volume is less than 10 percent of all digital printing and digital printing is less than 15 percent of all printing”.
One of the challenges of working with sensitive client data is making sure that the data remains safe and secure throughout the entire TransPromo process. This requires an infrastructure that supports the security of the customer’s private data. Traditional printers that have not explored TransPromo printing before may have their work cut out for them to get up to speed in this regard. While many printing companies are cognizant of the security measures required to secure sensitive printed materials (annual reports, lottery tickets, transit tickets, etc.), storing and streaming sensitive data, possibly from multiple data stores, may be new ground for some. Initiating the high-level security for TransPromo printing can be challenging. There are several key production points that require security, and not all of the security measures required are for digital data protection. TransPromo printing requires a multitiered approach to security to protect both digital and physical assets. With TransPromo printing, there needs to be a balance between acceptable levels of security, and fluidity of information exchange.
The history of other process innovations shows that the general market needs a bit of time to catch up. Software and hardware vendors have started to really refine their offerings, and standards for variable data have continued to be developed, and as a result the infrastructure for TransPromo could be ready for fast followers to start to take advantage. The potential is there, but the TransPromo industry still appears to be waiting to take off, and many interested providers appear to be holding off for others to take the first step as ‘early adopters’, effectively waiting to become ‘fast followers’, and learn from others experiences. One thing is for certain; it will be very interesting to see how TransPromo evolves over the next 12 to 18 months. Jason Lisi is an assistant professor at Ryerson’s School of Graphic Communications management. He can be reached at jlisi@ryerson.ca. Christopher Smyth is an experienced Content Solutions Manager, and an Assistant Professor with the School of Graphic Communications Management, at Ryerson University.
In the end, the security issues really come down to one simple fact: companies working with data, either for OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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TECHNOLOGY
KRISTEN READ
Print World 2010 preview
Print World: The World of Shorter-Run Printing is the biggest show of its kind in North America. Especially with the expanding implementation of digital presses, the shorter-run market is rapidly growing. In 2008, the show welcomed nearly 10,000 attendees. This year, from November 20-22, Print World will be presented at the Direct Energy Centre in downtown Toronto with over 125,000 square feet of exhibition space.
The show draws printers and manufacturers alike from all across Canada and around the world. Thousands of buyers come to Print World to comparison shop, gather ideas and network. It is a great opportunity to attend educational seminars and live demonstrations of the hottest technology in the industry.
want to be pitched? Do they buy on price? What mistakes should be avoided to keep them happy? Panelists include Mark Greene, director, production & process, marketing & customer insights, LCBO; Bonnie Cook, production manager, House & Home Media; and Carey George, principal & creative designer, Up Inc.
Speaking of seminars, this year’s Print World offers a number of free events and keynote presentations that visitors won’t want to miss. Renowned industry expert Frank Romano will be giving a keynote address on where print is headed. His seminar seeks to answer questions like; Where are the opportunities? What are the key challenges? How can printers adapt to make sure they come out on top?
A number of special Management Seminars will also be presented at Print World. Check printworldshow.com for more details on registration and timing. Sessions include: • Social Media Marketing for Printers • Sales Secrets for Today’s Print Market • How to Prosper with Inkjet
Bob Young from on-demand printing site Lulu.com will also be on hand to deliver a keynote address on making print valuable in a digital age. He will challenge the audience with his insights on how to approach print in today’s digital world, how everyone should look at their business with a fresh perspective, and how to stay inspired.
• Create a Profit Centre with Web-to-Print • How to Win the War on Print The following is a sneak-peek of just some of the exciting equipment and technology that will appear during the show in November. As always, stay tuned to graphicartsmag.com leading up to Print World for the latest coverage and information on the show and its exhibitors. Keep your eye on the website throughout the trade show as well, for updates, news and photos!
Another important event at this trade show is the Print Buyers Panel. A number of topics will be discussed, including: What do customers want? How do they OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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ADOBE
At Print World this year, Adobe will present the new PDF/VT variable print standard. The next-generation VDP exchange format has recently been published by ISO. Adobe says that in the next 12 to 18 months, leading VDP imposition, RIP, authoring and digital press vendors will roll out solutions that support PDF/VT. In a series of three presentations at the Print Software Theatre, senior product manager, Mark Lewiecki, will demonstrate how the revolutionary print standard is being adopted for digital variable printing. These presentations will explore the underlying principles of the format, and describe its potential to unleash a new generation of Direct Mail and Transpromo solutions.
Epson - Stylus Pro 9890
EPSON
AGFA
Besides showcasing an array of its popular inkjet products, Agfa will highlight new developments in its Apogee Workflow Suite. Version 7.0 includes Apogee Impose, an Agfa-developed imposition module that relies on live job information rather than templates to perform imposition. Apogee 7 also allows print buyers to go beyond the web-to-print screen to create new jobs during prepress with Web Approval. Visitors to the Agfa booth will also get to learn about the :Amigo TS thermal printing plate, which now offers faster speed, improved contrast and increased daylight stability. Based on Agfa’s Thermofuse technology, the eco-friendly plates are ideal for many commercial printing applications on both sheet fed and web presses.
AVANTI SYSTEMS
At Avanti’s booth, new features of Version 12 of the company’s award-winning Print MIS system will be showcased. Avanti is focusing on expanding its thirdparty integration portfolio with partners such as HP SmartStream, Xerox FreeFlow, Heidelberg Prinect, Kodak Prinergy and Printable Technologies. These integrations will be demonstrated live at the company’s booth at Print World.
BUSKRO & BBH
With a 33 percent larger booth this year, Buskro will be promoting its innovative solutions for intelligent mail and print imaging with Bowe Bell & Howell. The company specializes in inkjet imaging equipment, inline and standalone transport bases, and inline tabbing and labeling systems. BBH is a world leader in providing solutions to the print and mail market. Fujifilm - Acuity Advance HS
There are several exciting things coming from Epson this year. The new Epson Stylus Pro 890-series leverages 8-colour Epson UltraChrome K3 Vivid Magenta ink technology. The Stylus Pro Epson - Stylus Pro 7900CTP System 7890 (24-inch) and 9890 (44-inch) produce high quality prints at speeds about twice as fast as the previous generation. The printers, which won’t be available until January 2011, also feature Epson’s latest ink-repelling coating and auto nozzle verification technologies to virtually eliminate clogged nozzles. Also from Epson is the new Stylus Pro 7900CTP system. It allows small- to medium-sized print shops that are typically using polyester plates to easily and affordably integrate true aluminum press plates into their workflows. The system combines an Epson Stylus Pro 7900 with a unique plate curing device, RIP software and plate guide attachment. Designed for printing press-duplicators and small printing press businesses, the 7900CTP offers better quality prints on press, lower maintenance costs, a chemical-free process, and a lower total cost of operation.
FUJIFILM
Another must-see booth at Print World 2010 is Fujifilm. Brand new technology will be on display including the Acuity Advance HS – the latest breakthrough in wide-format UV digital imaging technology.
EFI
Sharing a booth with 3deltaE, the company will be showcasing its well-known print production workflow and MIS software such as Pace, PrintSmith, Fiery XF and Digital StoreFront. OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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It offers photographic quality printing at speeds that provide a quick return on investment. Achieving speeds up to twice that of the Acuity Advance, the printer delivers more daily output than any other in its class. A new “express” mode offers billboard quality prints up to 657 square feet per hour. Fujifilm will also be exhibiting XMF 3.0, offering users a pure PDF workflow for maximum performance and fidelity. It incorporates imposition support for offset web printing, brand new 3D proofing, improved digital press integration and advanced colour management.
HANS GRONHI
Hans Gronhi - GH664
Print World 2010 is the location where Hans Gronhi will introduce two new offset presses to North America: the GH664 20” x 26” 4-colour press and the GH525 14” x 20” 5-colour press. These two machines offer heavy-duty construction for extended life, as well as automated features enabling fast make-readies and excellent print quality.
Hans Gronhi is exhibiting with five times the booth space it had at the last Print World show. With 21,000 square feet of space, the company will also showcase the GH522 2-colour offset press, Speedy 67O CTP system, and a variety of bindery equipment.
KBR GRAPHICS
Visitors to the show will see the latest from KBA, Standard Horizon & MGI at the KBR Graphics booth. The MGI DP-60 is the most versatile digital press in the industry and prints on the widest range of paper and plastic substrates. The JetVarnish is the first digital spot UV coater with a 20” x 29” sheet format that uses next-generation inkjet technology. Standard Horizon equipment at the booth will include the BQ-470 PUR perfect binder, which fits a sweet spot in short-run professional-quality book production. It has full automation and touch-screen control. Standard’s StitchLiner bridges the production gap between existing flat sheet collating/booklet-making systems and conventional high-volume saddle-stitching lines.
KONICA MINOLTA
Don’t miss the bizhub PRESS C8000 at Konica Minolta’s booth. With output speeds of up to 80 pages per minute, the company calls this technology “the perfect alternative for digital and offset print professionals at Print World.” Featuring a 500,000-page monthly duty cycle and a variety of advanced finishing and media handling capabilities, the bizhub PRESS C8000 promises impressive productivity for commercial offset and high-volume digital environments.
Konica Minolta - bizhub PRESS C8000
MILLENIUM PRINTING
This company has grown significantly recently, due to its purchase of Kingsweb in April. Included in this acquisition were prepress firm Queenstone and bindery operation TWS. Millenium will use the Print World show to educate visitors on its recent growth and increased customer and equipment base. Over the past year, the company has invested $1 million in prepress upgrades at its Concord plant. Millenium’s acquisitions have grown its annual sales base to nearly $20 million, and its production area now totals 80,000 square feet.
NUSTREAM GRAPHIC
Nustream Graphic - Screen TruePress 344
This Canadian dealer for Agfa and Screen products will showcase the Screen TruePress 344 digital offset press at its booth – the first showing of this press in Canada. It incorporates innovative imaging and plate technology, and stateof-the-art automation and quality control. Using process-less thermal plates, the press is made with the environment in mind. The features of the TruePress 344 are designed to suit the on-demand printer without compromising print quality or limiting the types of substrates that can be used.
OCÉ
The Océ Arizona 550 XT UV flatbed printer will be the focus for this company at the show, featured alongside the Océ ProCut Modular Tool system. With a production print mode of up to 42.9 square metres per hour, the Arizona series is well known for its productivity and quality. Using the extra-large flatbed
KBR Graphics - MGI DP60 OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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and white ink capabilities of the press, print providers can innovate the products and services they offer for higher-value print applications. Glass, wood and irregularly shaped objects can be printed on.
PRESSTEK
Oce - ProCut Modular Tool System
This company’s focus at Print World will be on innovative, environmentally friendly printing solutions. The Presstek 52DI offers printers the most profitable solution for meeting the demand for quick turnaround and high quality printing in runs from 500 to 20,000. Presstek’s DI presses combine the efficiency of an all-digital workflow with the versatility and high quality of offset printing. Also on the show floor will be the Vector FL52 small format chemistry-free plate-making solution and the DPM Pro 400 – bringing new technology features and environmental advancements to Presstek’s polyester CTP portfolio.
SINA PRINTING
With clients from across Canada, Sina Printing will be promoting the new products it has with sinalite.com at Print World this year. The company will also give away sample kits to help its current clients sell more printing.
SYDNEY STONE
A Canadian distributor of Duplo and Morgana equipment, Sydney Stone will showcase several new pieces of equipment at its booth. From Morgana, Print World visitors will see a new combined creaser/ folder. The DigiFold Pro is a highly versatile unit offering combined creasing and folding in a single pass. It can handle difficult and light stocks, creasing and folding at speeds up to 6,000 sheets per hour. The device has been made JDF-ready in anticipation of more users wanting bindery operations to become part of an automated workflow process.
Sydney Stone - Morgana DigiFold Pro
Presstek - 52DI
RISO
The world’s fastest full-colour sheet-fed inkjet printer will be a highlight at RISO’s booth. The ComColor 9050 prints colour jobs at speeds up to 150 ppm, with a duty cycle of 500,000 prints per month. Also on display is the RISO MZ1090 – a mini digital press for producing short run 2-colour jobs. It can hit speeds of 150 ppm with true 600 dpi output, and features USB “plug-and-print” capabilities. An advanced workflow with integrated image editing software reduces make-ready times. RISO - MZ1090 digital press
Two new creasers – the AutoCreaser Pro 33 and AutoCreaser 50 – will be on display as well. Both machines operate at up to 8,500 sheets per hour and incorporate a new PosiFeed feeding system, allowing for a greater pile height and improved feeding of difficult stocks. The free-standing AutoFold Pro, also from Morgana can work with any creaser to create a combined creasing and folding station.
UNIGRAPH INTERNATIONAL
This pressroom chemicals manufacturer has over 300 products available on the market. At Print World, Unigraph will announce a new division, catering specifically to equipment such as small and medium-sized offset presses and duplicators. Its R&D department has already produced over 50 products specifically formulated for press operators working with this equipment, to help ensure a smoother, trouble-free workflow. These include blanket and roller washes, fountain solutions, alcohol replacements, additives, plate cleaners, protective gums, specialty chemicals and aerosol products. See you at the show! Stop by the Graphic Arts Magazine booth to say hello! Kristen Read kread@graphicartsmag.com
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FOR THE RECORD
KRISTEN READ
For the record This month I had the opportunity to chat with renowned industry expert Frank Romano to discuss the future of printing trade shows, and what opportunities and challenges lie ahead for printers. What are you most looking forward to seeing at Print World? I don’t expect to see a whole lot of new stuff this year, but what you will see is people buying. Printers are ready to invest, and this is very important. Though it will not be at the same level as it once was, they will be buying. I love to go to trade shows. I’ve been to every one in the United States since 1968. The first one I did in Canada was in 1973 – Maclean Hunter used to put it on. I gave an address and there were more than 800 people in the audience. I’ll never forget that show because back then we did presentations with slide projectors. Five minutes before the show, the guy who was running the projector found a jammed slide. To see what was wrong, he turned the entire thing upside down and all the slides fell out! Over the years since then, a lot has changed. You won’t see trade show presentations with 800 people in the audience any more, but as long as you can gather some number of people together, it shows that there is some vibrancy in the industry. The good thing is that there is still a trade show. There have been murmurs circulating around the industry that there is less and less need for trade shows. Some are wondering if they should be held less often, or if they should even be held at all. What do you think about the future of trade shows for our industry? At one time there definitely were too many for the size of our industry. With the way things are going, we are right-sizing. In the U.S., almost all the local ones are gone. There used to be more than 50, but now we’re down to Graph Expo in Chicago and Graphics of the Americas in Florida. A lot of Americans actually go to the Canadian show. In fact, Canada is the largest trading partner of the U.S. in the world for print. But, do we need these shows anymore looking towards the future? That is the question. The big vendors know how to attract people – they can afford to fly people in to their head offices and meet with them one-on-one. I really don’t think you’re going to see the big press manufacturers very much from here on in. They’re still active at shows this year, and they may still continue to have a small presence at future shows, but they will have a smaller footprint going ahead. But it is the little companies that can’t afford to fly people out and hold big events. Trade shows are very important to small- to medium-sized businesses, like dealers and software companies. What are some of the key challenges facing printers of today, and how can they begin to overcome them? OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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“The printers that are left have to find the niches where there is still print. Packaging is key. You can’t deliver a box of Wheaties on a CD-ROM.” The big challenge is finding those places where you can still sell print. We’ve lost half of the print in the world because it went electronic. However, some places like China experienced huge growth. With the amount of manufacturing they do, and the packaging that goes along with that, they saw an increase. But in www.graphicartsmag.com
“I love to go to trade shows. I’ve been to every one in the United States since 1968…Over the years since then, a lot has changed…but as long as you can gather some number of people together, it shows that there is some vibrancy in the industry.”
the developed countries, print has gone down. The printers that are left have to find the niches where there is still print. Packaging is key. You can’t deliver a box of Wheaties on a CD-ROM. As well, promotional material and catalogues will still continue to be needed. The point is finding places where it is still effective. Where are the opportunities for printers these days?
The big opportunities lie in packaging – all aspects of it. Labels, folding cartons, and so on. New offset presses these days can actually handle both normal weight stock and folding carton. manroland did it first, and now Heidelberg has done it; KBA has done it, [and] Komori is doing it. Also, labels can be printed on just about anything. This area is growing phenomenally. As well, just look at all the printing that goes on for trade shows. Sure, some companies give out their information on a USB key, but people want to see brochures and data sheets. If I want to make you go to my website, I’m going to need promotional material. What do you think is a major trend that we’ll see for the industry looking ahead to 2011? The question will be: what will sustain the industry? The important thing is finding that right blend of work, both digital and analog. Finding areas that are not susceptible to electronic substitution. We’re still going to see a lot of direct mail and catalogues. They will become smaller, but they will be mailed more frequently. We will also still have books, but they will be printed on-demand and in shorter runs. Another great area of opportunity lies in photo books and memory books. This is how people are preserving www.graphicartsmag.com
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their memories these days, and they are in huge demand. If you were a printer, what technology would you invest in for the future? Digital printing – by a mile! I would pick very carefully the digital printer that would help me achieve the most flexibility. How can printers use new technology like the iPad to their advantage? We recently did a study and discovered that the printers who made it easy for customers to deal with them were the most successful. Printers who are doing well have excellent websites with good answers to questions, instructions or software on creating the right kind of PDF to print from, FTP sites to efficiently move files around and sites that do a good job of communicating with customers. Should printers get an iPad? No, every printer does not need to go out tomorrow and buy an iPad. What they need to do is just think about this technology, and how their customers might use it to see where their job is or to communicate with customer service. Last question – my favourite one: when you were a kid, what did you want to be when you grew up? I wanted to be an English teacher. I got into print because I started a job at Mergenthaler Linotype company working with their technical manuals. I got to learn about the machinery and the transition from hot metal to phototypesetting, and I’ve been interested in print ever since!
Kristen Read kread@graphicartsmag.com
YOUR PERFECT CONNECTION TO THE PRINTING AND GRAPHIC ARTS INDUSTRY
TECHNOLOGY
ANDREA MAHONEY
Automation tricks for on-demand workflow I was surprised to hear that some shops are still using postscript files to send to their presses, printers and copiers because they want to use the “Number of Copies” feature for their ondemand workflows. This process works just fine; however, in a PDF workflow it is an extra step. The PDF alone does not have any features for printing a number of copies, but there are many ways to get multiple copies or page count information into RIPs, including older ones. Here are some examples of automation strategies for a number of different configurations: 1. Use a multiplier flow using folders in any SWITCH product. A multiplier can be created by joining a number of folders together. The PDF follows the path based on the quantity required and is duplicated on the fly. The quantity information can be as simple as attaching the number to the end of the file name or can be part of the job’s metadata. The PDF file will be set to the RIP for each copy required. 2. Using a JavaScript, the PDF can be inserted behind itself with a divider for ease of separation later. This method allows the group of files to be imposed together and cut together. It can be tricky in that Acrobat does not like files larger than 2GB so this would have to apply to a workflow with small volume or small files. 3. Many RIP systems have queues that can support a number of copies in the queue itself. Set up queues for quantities one to ten, and a program like SWITCH can manage the sending to multiple queues to receive the desired quantity. SWITCH can hold jobs over 55 copies for manual intervention. Each queue will RIP the file once and print the copies specified by the queue. Dropping the same PDF into folder 10 and folder 8 will give you 18 copies but will RIP the file once for each queue. 4. Use SWITCH and the Adobe Acrobat configurator to print to captured printers with specific settings created by JavaScript. JavaScript has access to all the printing parameters available in the Acrobat print dialog box. Metadata or data pulled from the job’s filename can be passed to the JavaScript to populate the settings. This requires printers receiving on the network, not hot folders, and will only allow one instance of Acrobat to run on a server in order for everything to run in single file.
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The first three of these configurations RIP the PDF each time they arrive at the RIP. These are not “RIP once, print many” solutions, but are effective in many given situations. Using any of the setups described will reduce human errors, reduce job handling, allow for 24-hour processing and increase unattended processing. The fourth example does RIP the file once, but requires FullSWITCH or PowerSWITCH to automate Acrobat. Products that support JDF have more possibilities. The “RIP once, print many” solution is available with JDF and can be used manually or automatically. 1. Creating a JDF wrapper for a job can be accomplished with Adobe Acrobat Professional. JDF tools are part of Acrobat’s menu: Advanced > Print Production > JDF Job Definitions. The JDF file can contain information about stock types and binding information as well as page range and number of copies. It can also perform preflight and PDF conversions based on settings provided. When opened in a text editor, these files will be in an xml format. 2. Create a JDF file using an AppleScript or JavaScript and pull the required data from the file’s metadata to supply values that change. This provides full custom automation and you can tailor the information to your own equipment. Using a program with JDF and scripting capabilities like PowerSWITCH allows you to customize the workflows for on-demand printing to each printing unit in your workflow that supports JDF. Add a few of the previous tips to service older RIPs and you have a complete, customized workflow. On-demand printing can involve hours of handling if not automated. Less human intervention is required so that less re-work and errors are reported. Fortunately, tools are available to build your own automation for any device on your network. Combine these tips for JDF workflows and any of the other workflows mentioned and you will save time and money. 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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TECHNOLOGY
PETER DULIS
Canon EXPO 2010 showcases digital printing technology Canon EXPO 2010 took place September 1-3 at the Jacob Javits Center in New York City, with the theme being “We Speak Image.” This once-every-five-year event that Canon puts on for customers, partners and dealers drew nearly 3,000 invited customers and dealers to see the latest in current and future digital printing technology before the show makes its appearance in Tokyo and Paris later this year. The technology extravaganza highlighted new technologies as well as current award-winning imaging and output products. The EXPO also offered a hint at future products that will change the way people incorporate imaging into their lives. “Canon EXPO 2010 New York is an extraordinary demonstration of how Canon is uniquely positioned to say, ‘We Speak Image,’” says Joe Adachi, president and chief executive officer, Canon U.S.A., Inc. “The groundbreaking products and solutions on display at EXPO are transforming the way businesses operate and how people across the globe share their experiences, reflecting our commitment to responsible innovation and our corporate culture of Kyosei.” This was my first experience in attending a Canon EXPO, but I had been looking forward to this event ever since hearing about it in 2005. I certainly was not disappointed with what I saw and experienced. The show highlighted the areas where imaging plays a critical role in serving customer needs including consumer imaging products, office equipment, print production, broadcast and communications, healthcare technologies and security solutions. In addition to an incredible array of powerful cameras, monitors, medical imaging technology and other equipment, the event showcased Canon’s plans for the graphic and digital print environment. It was the first time that Océ and Canon had come together as a single entity at an event, presenting a unified approach to the market.
ADVANCED IMAGE APPAREL COMPANY
To show off and demonstrate their newly broadened print capabilities, Canon created a fictitious fashion company, Advanced Image Apparel Company, complete with an art department, business offices and even book printing capabilities. Canon staged photo shoots on a huge runway with several of Canon’s Explorers of Light photographers explaining their shooting techniques, while onlookers on either side of the runway were also able to take shots via the 40 or more cameras that were available for them to use. Resulting photos were displayed on large monitors above and then printed on several large-format printers and digital presses in the area next door. These room-size printers demonstrated not only digital printing and binding, but the resulting books and brochures were internally cut and finished all within a seamless workflow. This demonstrates the various printing technologies in Canon’s impressive range of products.
LARGE-FORMAT PRINTING
The Expo had an area called “Canon and Océ: The Power of Synergy.” This digital print showcase simulated an actual print production shop. As people entered through this area, the first focus was on wideformat printing. Canon demonstrated the imagePROGRAF “Y,” a future 42-inch, high-speed inkjet printer geared towards the CAD market, which produced waterproof prints within 20 seconds. Next to this extraordinary CAD printer was the future imagePROGRAF “X,” a 60-inch, durable aqueous-based printer that produced indoor and outdoor signage in photographic quality. This new printer featured Canon’s new generation of durable aqueous inks, which was designed with the environment in mind. The centerpiece was a vehicle-wrapped Mini Cooper. A particularly impressive printer on display was the OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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Announcing our new Division for Small and Medium-Size Offset Presses For more than a quarter century, Unigraph International has been a leader in manufacturing the best pressroom chemicals on the market, with over 300 quality products currently available. This new division will cater specically to the types of equipment you currently use, namely small and medium-size offset presses and duplicators. In fact, our R&D Department has developed a new series of roller and blanket washes, fountain solutions, alcohol replacements, additives, plate cleaners, protective gums, specialty products (such as deglazers, etc.) and aerosol products.
New Small and Medium-Size Offset Presses product guide available
Unigraph present at Print World
Describing the serie of fountain solutions, solvents, alcohol replacements. Also available is our updated product guides for heatset & coldset webs and business forms, and for sheetfed presses. To request a free sample and demonstration of Unigraph products, please contact your authorized Unigraph dealer or Unigraph customer service at 1-800-996-9918.
We would like to invite you to visit our booth at the Print World 2010 Trade Show and Conference November 20-22 at the Direct Energy Centre, Exhibition Place, downtown Toronto. We are looking forward to seeing you at our booth #1114. To order any publications or marketing materials, please call at 1-800-996-9918 or visit www.unigraphinternational.com.
Heatset Web • Coldset Web • Business Forms • Sheetfed • Duplicators 51 Beauvais Street, Delson (Quebec) J5B 1W5
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Océ Arizona 550 XT, a large-format UV flatbed printer. This printer with an extra-large flatbed table is designed to print on oversized rigid media, irregularly-shaped objects, glass, or materials that have an uneven surface such as wood. This printer produced exceptional image quality on rigid or flexible media with a production print speed that’s nearly twice the speed of the Océ Arizona 350 XT model. The Arizona 550 XT uses UV curable inks and Océ VariaDot™ imaging technology to deliver near-photographic image quality for nearly any application. Designed as a true flatbed system, it can print on a wide variety of oversized rigid substrates up to 98.4 × 120 inches and offers a flexible media printing option for roll-based media up to 86.6 inches wide. Production print speeds were up to 462 square feet per hour on rigid media without sacrificing any of the photo quality. An Express print mode is also available with print speeds of up to 709 square feet per hour.
Paired up with the Arizona 550 XT was the “next generation” of Zund Cutters, the G3 cutter capable of cutting materials between 126-inch wide x 126-inch long and up to 2-inch thickness; it is used for contour cutting, creasing, perforating, routing, packaging, for cut outs, mock-ups, using MDF, cardboard, polycarbonate, foamboard, foamex, vinyl, and other materials. People lined up to receive their sample of the Statue of Liberty printed and cut out on a 1/2” high-density polyurethane board.
DIGITAL PRINT PRODUCTION
As one moved next door into the digital print area, there was a huge wall displaying a large assortment of ondemand printed book and magazine covers. Canon used the event to announce the release of new flagship digital presses: the imagePress C7010VP, the C6010VP and the C6010. The models sport new sensor technology for more accurate toner distribution, enhanced airflow unit and toner density stabilization for colour consistency, and new EFI and Creo servers. They handle an expanded range of substrates from 16 lb bond to 120 lb cover. Canon demonstrated the imagePress C7010 with an in-line clear toner unit, a feature already available on the imagePressC1+ digital press. There was also a new imagePress monochrome unit with a running speed of 150 pages per minute.
line, the fastest, most productive family of ultra-highspeed, high-volume digital perfecting systems. This robust platform is built to sustain monthly duty cycles up to 10 million prints, ideal for the persistent demand for greater productivity in the growing digital book publishing market. The VarioPrint 6320 Ultra cut sheet printer, is touted as the world’s fastest, most productive digital perfecting system. This high-speed system clocks in at 314 (A4) size prints per minute. The final grand digital printing press was the Océ ColorStream 10000 Flex, a high-speed production web press that brings maximum monochrome productivity combined with premium colour to the direct mail market. This would be the perfect production printer for Transaction, TransPromo, Direct Mail and Book printing. The Océ ColorStream 10000 Flex delivers the fastest toner-based, colour-capable black-and-white productivity in the market, with up to 1.425 A4/1.515 letter size prints per minute. As a colour press, the
168/172 ppm Océ ColorStream system powers through over 5 million full-colour prints a month.
ULTRA HIGH-DEFINITION 8-MEGAPIXEL, 30-INCH PROFESSIONAL-USE LCD DISPLAY In the future products section, Canon showed prototype LCD monitors with an 8-megapixel display, or roughly 4x HD. The displays were 30 inches and appeared to be 16:9 ratio. The ultrahigh-definition, 8-megapixel displays are designed for use by designers, prepress, CGI artists, printers, video producers, and in other professional applications. Don’t miss the next Canon EXPO in 2015. If you’re able to get an invite, I would highly recommend it. Peter Dulis Wide Format Printing Specialist Canon Canada pdulis@rogers.com
Canon also featured the Océ VarioPrint 6320 model as the centerpiece of the new Océ VarioPrint 6000 Ultra OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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MANAGEMENT
KRISTEN READ
Featured markets Your monthly buyer’s guide to the latest print industry products
This month – Consumables: paper & substrates and digital printers CONSUMABLES: PAPER & SUBSTRATES
Many people involved in the world of print have a special relationship with paper. Be it the designers, the production coordinators, the printers themselves or the end-user, the selected stock for any job is carefully considered, and inevitably faces tough scrutiny. They will carefully judge its thickness and weight, its brightness and its opacity; they may even smell it and caress it lovingly. I, for one, enjoy stopping by the paper supplier booths at trade shows to see the vast array of colours and textures available, and maybe even snag a sample or two. This passion for paper is well justified though. After all, it is an integral piece in the print puzzle; it is the substrate that carries the printed message. It’s fascinating to see how innovation has been used to create paper with glitter, with ridges and grooves, or even paper that looks and feels like suede. Equally amazing is the inventiveness used to come up with more environmentally-friendly paper from unusual sources. This section will take you through some of the latest developments in sustainable substrates with ingredients derived from sugar cane, bamboo, coconut and wheat fibres.
Bamboo banner fabric Adding to its EarthSmart line of eco-friendly products, Drytac has recently come up with a printable canvaslike banner fabric made of natural bamboo fibre. The substrate is reportedly 99.6 percent biodegradable and certified to be free of harmful chemicals. The bamboo used to make Panda Print is not harvested from forests – it is grown on an organically farmed plantation. Bamboo is a hardy, fastgrowing, easily-renewable resource that does not require the use of pesticides or replanting after it is harvested. The manufacturing process is environmentally-responsible and closed loop, according to Drytac. The opaque fabric is compatible with aqueous, ecosolvent and UV inkjet printers and is claimed to provide excellent colour pop. The printable coating on the Panda Print substrate allows it to work with both dyebased and pigment inks. Its canvas-like feel makes it suitable for fine art applications. It is available in 36- and 50-inch roll widths and trims easily without fraying. OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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Sugar cane paper
This paper from Sappi uses a material called bagasse in its production. Bagasse is the dry fibrous biomass that is left behind after sugar cane stalks have been pulped. Triple Green paper contains 60 percent of this sugar cane by-product and is highly biodegradable. Because the bagasse is leftover industrial waste, using it to make a new product is a very sustainable practice. The material is saved from being incinerated or dumped in a landfill. In addition, less bleaching chemicals are required in the refining of bagasse, due to its low lignin content. Pulp extracted from trees has more lignin and thus requires more bleaching to achieve desired whiteness. Sugar cane regenerates annually, removing comparatively more CO2 from the atmosphere during its life cycle than trees. Triple Green is produced in close proximity to the sugar cane fields, and therefore the need for transporting the fibre over long distances is also reduced. The wood pulp produced is FSC- and PEFC-certified. The paper is available in weights of 115, 135, 150, 170, 250 and 300 gsm.
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Coconut paper
A collaboration between Compadre, a packaging design and engineering firm, and Whole Tree, a green materials company founded by researchers at Baylor University, has resulted in a new packaging material made from coconut fibre. The goal of the collaboration was to develop innovative, sustainable packaging materials that allow manufacturing companies to achieve eco-friendly solutions that donâ&#x20AC;&#x2122;t hurt the bottom line. The team at Baylor University has developed a nonwoven fabric composite that uses up to 80 percent coconut fibre as a seamless replacement for currently used materials that are 100 percent petroleum-based synthetic fibres. The coconut-based material is strong and stiff, allowing it to be formed into various shapes for packaging applications. When molded, the material is called coir fibre. Its properties are quite astounding. It has a natural burn resistance, as well as resistance to mildew and microbial attack. It can be made with variable densities, resulting in varying degrees of combinations of properties.
â&#x20AC;&#x153;wheat sheet.â&#x20AC;? In collaboration with Markets Initiative, a Canadian environmental group devoted to protecting the boreal forest; the Alberta Research Council (ARC); and Canadian Geographic printer Dolco Printing, the project aimed to show that high-quality magazinegrade paper can be made from a mix of fibres, including agricultural waste, like wheat straw. The problem with wheat straw is that it has much higher silica content than wood fibre. When it is cooked for pulp, the silica actually turns into glass, creating production problems. However, the ARC scientists figured out a way to remove most of the silica before the pulp is cooked. Wheat straw is a great candidate over other grains like oats and barley because it is not used for animal feed. About 30 percent of it is the waste byproduct of a crop that is valued only for its grain.
Wheat sheet
Another new fibre being used in the production of paper is wheat pulp. After the grain is harvested, an estimated 21 million tons of the wheat straw remains unused in Canada alone. Paper has been manufactured using wheat and rice in China before, however this concept has just recently been introduced to Western Canada where wheat is a major part of the agriculture produced by farmers. In May 2008, Canadian Geographic magazine took the idea a step further and printed an entire issue using
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DIGITAL PRINTERS
This month, we’re looking at some of the hottest digital printers on the market. This is a fascinating and rapidly changing topic because it seems that this technology keeps getting faster, smarter and producing with better quality. To survive in this industry, the best printers utilize a balanced mix of both digital and offset technology in their shops. As industry expert Frank Romano said in this month’s “For the record” interview on page 28, the most important thing is to do your research and choose carefully which digital printer will offer your business the most flexibility.
HP Indigo 7500
Designed for high-volume production, this digital press can print up to 120 full colour pages per minute. Hewlett-Packard says it is the most flexible, technologically advanced high-volume sheetfed digital printing solution on the market today. Indigo products offer the widest and most accurate digital colour gamut on the market. The 7500 features 6-colour printing, matching up to 97 percent of Pantone colours. A wide range of substrates are supported on this press, including coated, uncoated, specialty media and thick substrates like folding cartons. A white ink option enables the printing of high-value pages on specialized substrates including transparent, metallic and coloured media. The Indigo 7500 is also automated using the Vision System, maximizing uptime. The press performs automated calibrations and diagnostics.
Xerox iGen4
Ninety-seven percent of the components that make up an iGen4 are recyclable or re-manufacturable. Non-toxic dry inks are utilized, allowing users to reduce their environmental footprint. An in-line spectrophotometer automates colour adjustments and calibrations to deliver consistent image quality and colour accuracy. At 110 pages per minute, the iGen4 doesn’t require any drying time before coating and is compatible with a variety of media types. These include coated, uncoated, recycled, specialty stocks, labels, and more – from 7” × 7” up to 14.33” x 22.5”.
Kodak NexPress
The SE family of Kodak NexPress digital colour presses features Print Genius, a suite of quality control tools that optimize quality and consistency. The press features efficient workflow productivity, processing files 30-70 percent faster. Complex VDP jobs like photo services and high-end direct mail are also possible with the Nexpress. Kodak NexPress SE3600
HP Indigo 7500
The SE3600 model, Kodak’s most productive press, is the only sheet fed digital production colour press to offer 3,600 A3 sheets per hour. For increased flexibility, a number of modular solutions are compatible with the device, including in-line and near-line feeding and finishing options.
Xerox iGen4 Xerox CXIGEN4 Server
OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
The iGen is an obvious choice when talking about the best digital printers on the market today. It can satisfy a variety of applications including books, manuals, direct mail, photo publishing, transactional and promotional materials. An array of finishing solutions are also possible, such as booklet making, case bound, perfect bound, stitched sets and tape bound.
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NexPress dry inks do not contain VOCs, and the press is manufactured using Kodak NEXPRESS M700 recycled materials wherever feasible. Printed sheets can be de-inked easily, and the press can run many recycled and FSCapproved papers. Kristen Read kread@graphicartsmag.com
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autolaminator
Fully automatic laminating for digital printing
International Binding & Laminating Systems, Inc. 204-19232 Enterprise Way, Surrey, BC V3S 6J9
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All printers know that a hot pressroom does not work. Higher production speeds, and various refrigerated pressroom devices such as recirculators, press temperature control systems and UV chillers causes a greater heat load on building and the equipment inside. The waste heat created in the pressroom is often passed back into the press because most refrigeration systems pump the waste heat into the pressroom. Simply the refrigeration systems have to recool waste heat over and over again, creating even more heat. Visit MasterFlo booth at Graph Expo or email mo@mo.com for more information on central chillers or geothermal cooling systems.
www.mo.com
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TECHNOLOGY
TIM MITRA
Graphic Arts’ IT Guy Q and A The disk space on my Mac is almost full and I’d like to store our family photos on an external drive and store the family videos from my second MacBook on the storage device as well. How can we move the files if we get an external drive or Mac Mini Server? To begin, both of your Mac computers use iPhoto to manage your photos and home movies. One of the key features of iPhoto is that it has a built-in database and protects your photos by storing them with a special file called “iPhoto Library.” Because of the way it’s set up, iPhoto can be tricky to manage. In order to maintain the integrity of the database, Apple converts the iPhoto folders into a special folder type called a package. All of the photos and movies are stored inside to protect them. You can use iPhoto to move files, as you can’t manually access photos or movies directly. iPhoto does have the ability to export selected images to other locations such as folders, to a Mobile Me gallery, to the Web or as QuickTime slideshows. You can also upload individual files to Flikr or Facebook or you can email them. iPhoto will even resize the images to make them smaller for emailing and uploading. Keep in mind that your images can be quite sizable and movie files are much larger, depending on your camera settings – up to several gigabytes in many cases. You can manually manage images using export or by dragging them to the desktop, or you can download “iPhoto Library Manager” ($20.00). iPhoto Library Manager will let you manage your photos in more than one library. You can create a new library on another drive and move or merge photos between libraries. You can also use iPhoto Library Manager to split larger libraries. The makers of iPhoto Library Manager (www. fatcatsoftware.com/iplm/) also make PowerTunes, which will help manage iTunes libraries. In the second part of your question, you mention a great idea – setting up a Mac Mini as a media centre OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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for the entire family. It can also support larger drives as your storage needs increase. The Mac Mini Server includes a full, unlimited version of Mac OS X Server 10.6. As well as offering centralized storage for the family, the Mac Mini Server can also be used as a Time Machine location for the Macs on your home network. With respect to storage options, you might want to consider a Drobo, which is a robotic raid that can be expanded by adding successively larger drives. Using up to four SATA hard drives, the Drobo automatically formats and creates a storage space larger than any one drive. You can start with one or two 1TB drives and add drives until it’s full…but it doesn’t end there. You can swap out the drives and put in larger drives to increase your storage without reformatting – mixing any number of different sized drives and manufacturers. The Drobo spreads the data across the drives and creates redundancy by using a small portion of the space for parity. As the space fills up, the Drobo will signal you with coloured lights to put in a larger drive. If one of the drives fails, the Drobo lights will indicate that it needs to be replaced. The Drobo comes in 4-drive, 5-drive and 8-drive versions, so you can move up to a larger Drobo by moving the drives as a group. The Drobo will sort things out no matter what order you put the drives. You can install the Plex Media Server to manage and play back your media on the Mac Mini (or any Mac) as a media server. Based on the popular open source Xbox Media Center, the Plex interface presents your media – music, movies, TV shows and photos. Using the Plex application, a wifi keyboard and an Apple remote, you can navigate and play your media on your Mac connected to your stereo system and HDMI TV. You can also stream media right off the Internet. This document was created with Pages for the iPad, Air Sharing for the iPad, Dropbox and exported as Word via Mail on the iPad. 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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2011
TECHNOLOGY
ANGUS PADY
Proof validation and verification There are many variables to consider in the area of proofing and, unfortunately, much of it gets forgotten in the busy world of printing. Let’s look at the options and the areas of concern. The first question when it comes to setting up a proofing device is do we align the proof to the press or the press to the proof? It is easier to align to the press because there is less to change (i.e. plate curves). All you need to do is print the ICC target on the press, measure it and load that ICC profile into the proofing RIP; and, voila, you have a match. But the issue I have with that method is you are proofing to your own island and creating a unique environment for customers to prepare files for. If we align the press to a specific print specification, such as SWOP 3 or GRACoL, then the job of the designer is much easier. We now have a common target, which is the preferred method. Evaluating and validating the proof can be done in a few ways. Let’s start with the simplest option. A gray linear blend. Create a CMYK linear blend from white to black in Photoshop and print that to your inkjet device. If you see abrupt transitions or colour bands, you should stop, re-calibrate the device and re-profile. A smooth linear blend is the baseline for accurate colour reproduction. If you pass this test, then validating the proof is your next step. Here are some of the options for validating your proof starting off with the least expensive. 1. Print a test target in your press and proof. Place both in a proper viewing booth and visually check how close they match. Things to look at are:
A smooth linear blend
Examples of non-linear behaviour on an inkjet device
a. How close does the inkjet paper match your house stock? A blue white proof will never match a press sheet. Avoid photo papers that are manufactured for photographic reproduction.
b. Blues are typically difficult to match because a press can trap the magenta and cyan differently and produce a purple blue. Play particular attention to blues. c. Shadow detail, pastels, transitions, flesh-tones are all part of the evaluation. If you require a good press target, please contact me at angus@colourmanagement. ca and I will send you a target for the evaluation. 2. The second option requires a measurement and doing a comparison to an industry standard or internal target. Most of the proofing RIPS offer a module for this. GMG has ProofControl, EFI OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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has Color Verifier, CGS has Certified Proof, Colorburst offers PrintCertification. KODAK has Certified Process for Color Confirmation and the list goes on. 3. The third option is to purchase a third-party solution, such as SpotOn! or ProofSign. The SpotOn! software is not for beginners, but does offer a slew of information from a small colour bar measurement. ProofSign is easier to use, but does not offer the in-depth reporting that is available with SpotOn! Verifying that the proof is printing consistently needs to come after the proof has been validated. There are many variables that can cause an inkjet proof to stray from its original calibration. Inkjet printers are made up of mechanical, electrical and chemical components. No two mechanical devices are the same and they are subject to wear and tear and possible failure of the electrical parts. The ink, a chemical substance, will change its interaction when environmental conditions occur. Ink replacements and paper changes can also influence the stability of the device. Lastly, a well-know problem with inkjet printing is that the nozzles are prone to clogging and this alone can cause dramatic changes in the consistency of the output. As you can see, verifying your proofs for consistency is essential. Verifying options come in two forms. Most RIP vendors offer a module for verifying by measuring a colour bar and comparing it to a baseline. There are also third-party options, such as ProofPass from ColorMetrix. This software is very easy to use and can verify as many printers and setups as you want to load. The idea is to establish tolerances that are acceptable for your production and measure proofs regularly to ensure they are within tolerance. If the proof passes, a label can be attached to the proof adding value and confidence. When a measurement fails, the options are to double check all the variables: did someone load the wrong media? Is there a nozzle failure, or has the device fallen out of tolerance? If that is the case, a simple re-calibration is all that is needed. When considering a proofing RIP ensure that the recalibration option is easy to do. With an inkjet that has a built-in spectro, this process can be automated. Let’s not forget about the all-important-proof in this process. As inkjet proofing matures so does the ability to verify and validate. Two essential components! Angus Pady is the president of Digital Solutions. Complete colour control from desktop to press. T: 905.764.6003 E: Angus@ColourManagement.ca www.colourmanagement.ca
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What’s hot? Check out the top 5 most read stories from graphicartsmag.com:
1 2
It’s baaack … “Printing’s Alive”
video: the sequel
Pantone reveals report on fall
fashion colours
3
Should Nestle have won an award for its Eco-Shape water bottle package design?
4 5
Comic book mouse teaches kids
the history of print
New in Print: “Flat Spray” per-
fume sample format for women’s magazines
Talkback Topics - check out what the industry is saying about some of the latest news: Re: It’s baaack… “Printing’s Alive” video: the sequel “I think the video has its funny parts, especially the middle where it shows humorous examples of how we can’t live without print. But I think it’s a little contrived. It is too long, and it comes from a less organic place than the original. Still a good effort by the company to generate publicity…” -Gerrard Todd “Dear Gerrard: thanks for looking at it. One can never match the original nor was it our intention. All we want to do is promote print and have a little fun at the same time. I would like to challenge every printer out there to come up with something to help promote the importance of print in our industry. We the printer produce all the marketing materials out there for our clients to promote themselves and sell their products. I ask, what do we as an industry do to promote ourselves?…” -Warren Werbitt Re: Should Nestle have won an award for its Eco-Shape water bottle package design? “…A win situation for Nestle only. If we ‘the human race’ are so concerned about our environment, usage of plastic should be banned. Governments should give tax incentives or credit to corporations who will invent/create a material or plastic for that matter that can be biodegradable…Last time I heard, tap water is more healthy than bottled water. I wonder if the CQIA drank too much from the “new” Nestle water bottles before deciding on the award!” -Mohamed T
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“Extreme from each sides are a necessary evil…we need to have a deeper thought on the process. There will always be need for plastic bottles, just like plastic bags. What Nestle did is very responsible… Regulations should be in place, because there are other bottle makers who don’t care.” -Line G “They cut down their material costs by 30% and they are trying to spin it as environmentally-conscious. We will see these bottles washing up on the shores of the Caribbean. Next time you are down south go to the deserted beaches away from the resorts and you will see what I mean.” -Paul Kett
“I heard there’s this new company that’s selling water so cheap it’s practically free. Not only that, but you don’t even need to go to a store to get it, it goes RIGHT INTO YOUR FREAKING HOUSE!!!!!” -Tania Hobbes Re: New in Print - “Flat Spray” perfume sample for women’s magazines “Not a good idea! A lot of women are allergic to perfume. They could well unwittingly turn a page and be adversely affected.” -Raymond Long “Raymond, fashion magazines produce copies that are designated “scent free” for those subscribers who request issues that do not contain perfume samples. As well, with this particular sample, the scent will not escape the unit unless the consumer pumps the flat spray bottle. I found it to be a better way of sampling perfume than the more commonly used “scent strip” where the scent permeates the entire magazine.” -Kim Latreille
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!
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MANAGEMENT
KELLEY ROBERTSON
10 networking blunders that cost you sales Networking is a critical skill in sales; after all, the more people you connect with the more sales opportunities you create. However, many salespeople make a variety of mistakes that prevent them from maximizing the power of networking. Here are 10 blunders and mistakes you need to avoid.
1
Attending the wrong networking events. When I first started my business, I attended as many local networking events as I could fit into my schedule. However, I quickly noticed that I encountered the same people at these events – other small business owners out looking for business. These people were not my target market and very few of them interacted with the type of decision-maker I usually worked with so I realized that I was going to the wrong events. Get the most from your networking opportunities by showing up at events that your prospects attend.
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3
Waiting for people to introduce themselves. Let’s face it; the vast majority of people are reluctant or hesitant to approach strangers. However, if you take the initiative to introduce yourself to others, you will be perceived as a person of authority and power. Not to mention that the other person will be relieved that they didn’t have to make the first approach.
Spending too much time talking. One of the most fatal mistakes is to dominate the conversation. If you truly want to make a great impression, limit the amount you talk to no more than 40 percent of the airtime. Remember, networking events are not the appropriate setting to sell your solution. However, they are perfect situations to uncover potential sales opportunities.
4
Failing to ask other people questions. The most effective way to create a connection with someone is to ask them questions about their business and what they do. Ask them about the challenges they face and what they enjoy most about their work. Highvalue questions encourage people to share information and help you position yourself as an expert and a great networker.
5
Becoming distracted by other people. Have you ever had a conversation with someone who constantly watched the room instead of paying attention to what you were saying? If so, you likely felt ignored and unimportant. I also suspect that you would not refer business to that person. Don’t make the same mistake. Pay close attention to every person you meet and learn how you might be able to help them. OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
48
6
Focusing on your self-interest. This follows the last point. If you make the effort to find out how you can help someone else, the chances are they will reciprocate. In the words of motivational guru, Zig Ziglar, “You can get anything you want in life if you just are willing to help enough other people get what they want.”
7
Failing to articulate your value proposition. I once spoke with a small business owner at a networking event and after a 20-minute conversation I still had no idea what she did because she was unable to clearly articulate the purpose of her company and her ideal client.
8
Failing to establish a connection. Effective networking means connecting with people. Although you will not connect with everyone you meet, you can improve your results by making great eye contact, smiling, asking questions and showing interest in the other person.
9
Executing the “meet & move” strategy. We’ve all encountered the person at a networking event who introduces themselves, gives you their business card, asks for yours in return, and immediately moves on to repeat the process with another person. You get much better results by connecting with a small number of people rather than trying to meet as many people as you can.
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Failing to follow-up afterwards. Postevent follow-up is critical. However, don’t make the mistake of calling someone three months after a networking meeting and saying something like, “We met a few months ago and I thought I’d touch base with you.” This approach simply does not add any type of value to the relationship. Here are are two follow-up strategies to consider: 1. When you meet a potential customer, arrange to contact them shortly after the event. Mark it in your calendar and make sure you contact them on the agreed-upon day and time. 2. After you meet someone who is NOT a prospect, look for opportunities to refer business to them. You can also help them by sending articles or information related to their business. Networking effectively can have a dramatic impact on your sales, providing it is done correctly. Avoid these fatal networking mistakes and improve your results.
© 2010 Kelley Robertson, All rights reserved. Kelley Robertson, professional speaker www.kelleyrobertson.com 905.633.7750
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MY CUSTOMER ASKED ME
DIANA BROWN
My customer asked me “What kinds of clever packaging exist today (part 3 of 3)?” In this third and final look at unique packaging ideas, the power of packaging is exemplified. The examples below perform double duty by containing the item for sale, as well as going the extra mile to catch the consumer off guard. All of the products mentioned (from speakers to sneakers) are everyday items that have been brought to life and are uniquely positioned on store shelves because of their packaging. Let’s take a look at the downright quirky and “unexpected” examples below.
Downright Quirky Meat package shorts
Vegetarians, you might want to look away. Weird Clothing Company (I’ll say!) proudly displays its carnivorous shorts, complete with styrofoam tray, wrapped in cellophane and affixed with the label “Human Meat.” These gruesomelymarbleized shorts are irresistibly neat and are perfect for anyone looking for an eyecatching lower half. Part underwear and part undercooked, these shorts will have you strutting your mutton chops all the way to the butcher shop.
Frusion Fruit containers
The fruit invaders have landed! How can you resist these little guys? Okay, I admit, this isn’t the most eco-friendly packaging on Earth, but they sure make fruit fun! These are only design prototypes, but I would love to see these little creatures on store shelves to encourage healthy eating habits in children. Move over Count Chocula!
Candy wrapper iPod docks (up cycling) What a great way to take something that’s going to be thrown in the garbage (excess candy packaging) and “up cycle” it into something completely new, funky and practical! Merkury Innovations, the makers of the Eco Boombox, has teamed up with TerraCycle to use material that would otherwise have been thrown into a landfill, to create new products. TerraCycle partners with major retailers (like the Home Depot) to find innovative uses for its non-recyclable waste streams. TerraCycle creates affordable products for the consumer market including pencil cases, bags, coasters and gardening supplies. The Eco Boombox is compatible with all iPods and runs on your iPod’s own battery. Unexpected!
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Nike trainer box
This incredibly fun take on a traditional Nike shoebox is clever and certainly unexpected. This limited edition kid’s shoebox was created by inserting printed sheets into the inside of the box and attaching a sound clip where a crowd erupts in cheers when the box is opened. The concept behind the design was to inspire kids to play more soccer with the help of their new soccer shoes developed with the help of professional athletes for improved performance.
Converse 100-year anniversary packaging Now here is a really unexpected surprise from Converse. In celebration of the company’s 100th anniversary in 2008, Converse produced 1000 limited edition sneakers neatly stowed in this one-of-a-kind package. Although this looks like an anthology of books, the inside reveals hollowed out cardboard sections that contain the shoes. This is a must have collector’s item for the devoted Converse fan! In looking back at the products discussed over the last three issues, successful packaging can be simplified to the need for protection, functionality and accurate brand recognition. Creativity and out-sideof-the-box design is the icing on the cake.
scope of packaging, but what can we expect for the future? Perhaps packaging will be more closely tied to the digital world or entire packages will be digital in nature? Printing rarely exists today without a digital counterpart in a variety of industries, so what’s to stop printed packaging from foraging through on a similar path? I imagine a world where websites and QR codes litter the sides of packaging (even more so than today), with links to contests, additional product information and jump-off points to similar products of interest, all
while parent companies gather integral marketing data to better position their products to consumers. Increased digital sophistication will allow for more tailored messages in a variety of packaging markets. Digital printing opportunities will continue to play an integral role in interactive packaging opportunities, creating customization and the ability to deliver to a market of “one.” In bringing together the tradition of art, the innovation of the current marketplace and technology of tomorrow, the future of packaging looks bright! Diana Brown is an account representative in the Trade Book Publishing division with Toronto-based book printer, Webcom Inc. diana.brown@webcomlink.com
As consumers, we have seen the past and present OCTOBER 2010 | GRAPHIC ARTS MAGAZINE
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