Graphic Arts Magazine - NOVEMBER 2020

MAGAZINE

GRAPHIC ARTS Your perfect connection to the printing, graphic arts, sign and packaging industries

INTERACTIVE PRINT

November 2020 | Volume 23 | No. 9 | $7.95

PrintingStrong.com

INTRODUCING THE ALL-NEW

THE WORLD’S FASTEST CUT-SHEET COLOR INKJET PRESS

Would you like a FREE Production Inkjet Press?

After considering all the factors — including the small footprint of the Elan 500 HD, its powerful throughput, a larger format sheet-size, super efficient workflows, a low power consumption, aggressive total cost of ownership (TCO) profile - we made your decision an easy one.

With our #PrintingStrong program, we’re making this decission even easier by providing qualified companies such as yours the opportunity to secure this press with no capital acquisition costs.

#PrintingStrong program which allows for: • Qualified companies printing 12 M or more letter impressions per year the opportunity to secure an Elan HD for a multi (2 to 5) year, no capex or lease payment program.

• The only expenses required are day-to-day running costs, a true “Pay as You Print” program.

Elan Highlights: • 500 impressions per minute • Up to 18”x26” sheet size • CMYK inkjet press • 94% + availability • Self or factory maintenance • Canadian Designed and Manufactured

CANADIAN OFFICE

USA OFFICE

2810 Argentina Rd, Unit 6

5000 W. 36th Street, Suite 130

Mississauga, Ontario L5N 8L2

Minneapolis, MN 55416

1-833-335-7429

1-833-335-7429

sales@delphaxsolutions.com

PrintingStrong.com DelphaxSolutions.com #delphaxelan500HD #PrintingStrong

Contents

MAGAZINE

GRAPHIC ARTS Your perfect connection to the printing, graphic arts, sign and packaging industries

November 2020 | Volume 23 | No. 9 | $7.95

November 2020 | Volume 23 | No. 9

11 Cornering the finishing market Advice from successful printers as they examine the issues Caterina Valentino

16 Digital print The most exciting design tool ever Hadar Peled Vaissman

18 COVID-19 prevention tips Common practices that reduce workplace risks Richard Kouwenhoven

20 Appreciative Inquiry INTERACTIVE PRINT market Cornering the finishing

11

Fostering a positive energy shift throughout your company Diana Varma

23 Clients going paperless?

Setting the record straight on sustainable printing Olivia Parker

28 The Essential 5 Five helpful resources to improve your leadership skills Diana Varma

30 Printed newsletters Showcase your creativity while attracting new business Staff writers

34 Interactive print

34

Interactive print

How it’s reshaping the customer experience Joanne Gore

In every issue

COVID-19 prevention tips

18

Clients going paperless?

For the

23

8 10 24, 26 32 33

Print industry news Installations New products List of advertisers Classifieds

of print.

View from the publisher

Great change takes patience and persistence As we enter November 2020, graphic arts, communications, and manufacturing professionals across Canada have been continually adapting and finding new ways of daily operation.

As budgets have been slashed, forecasts for upcoming years have been difficult to predict. But as leaders are forced to assess best internal dynamics, their organizations have never wavered from offering essential services to the market. We are excited to see what in-house research and development will produce, in terms of innovation and ingenuity for the sector as a whole.

We don't know what our future holds, but we're excited to relay all the latest news, stories and perspectives for you along the way. Here’s what we’re currently working on: INDUSTRY FORECAST - EDITORIAL 2021. We are finalizing the content direction for 2021, and as always, welcome your input! Learning about your challenges helps to guide our research focus, so that we can produce content that is of remarkable value and interest to your specific need. Our digital audience members will be receiving a short survey later this month to facilitate this process. So if you would like to stay informed, share insights and access talent, be sure to check out this link to subscribe.

WWW.GRAPHICARTSMAG.COM - NEW LAUNCH. We are launching an improved digital platform to add value to our history of offering unbiased, verified and valuable information

to professional audiences, as we are entering a market that’s looking for engaging and accessible forms of digital communication.

Our community of industry experts are accessible, and will be instrumental for delivering premium content resources on our new website. Stay tuned for more updates!

TEAM GROWTH @ GAM. To help operate the new initiatives here at GAM, we’ve added to our team. Pilgrim Gaudan, is now responsible for Marketing & Audience Engagements, and Emy Catap, is overseeing Finances and Accounts. We have also acquired the services of Zung Wu, Rana Yehia and Luisa Tecleberhan from Ryerson University to join us as inaugural members of our students work program. All our team members have provided valuable assistance thus far, and we are excited to have their perspectives. But that’s enough about us!

Please enjoy the following pages of research and curated content that we have created for you. For support and thanks, please reach out to the local suppliers who are sponsoring this issue.

All are back to full operations, and are eager to help create solutions for your business needs.

From our team to yours, wishing the best to your success.

10,671 industry professionals are using Graphic Arts Magazine as their perfect online connection to the printing, graphic arts, sign, and packaging industries of Canada.

So if you have something to say, join the conversation today!

GRAPHIC ARTS MAGAZINE

is published ten times per year by B.K.L.K Inc. 17-17817 Leslie St. Newmarket, ON L3Y 8C6 Phone: 1-877-513-3999 Fax: 905-830-9345 e-mail: info@graphicartsmag.com www.graphicartsmag.com Ad submission deadlines are as follows: November 16 for December 2020 / January 2021 January 16 for February 2021 Publications Mail Agreement No. 40029380 Return undeliverable Canadian addresses to: Graphic Arts Magazine 17-17817 Leslie St Newmarket ON L3Y 8C6 email: circ@graphicartsmag.com Opinions expressed in this magazine are not necessarily intended to reflect those of this publisher.

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

SUBSCRIBER’S NOTICE: From time to time we may rent our mailing list (names and addresses only) to select third parties whose products or services may be of interest to our readers.

Please contact us should you wish to be excluded from these mailings using the contact information at the top.

GRAPHIC ARTS MAGAZINE would like to thank our contributing writers: Hadar Peled Vaissman • Caterina Valentino Richard Kouwenhoven • Diana Varma Olivia Parker • Joanne Gore

RYAN MULCAHY, Publisher ryan@graphicartsmag.com

@graphicarts /graphicartsmagazine /company/graphic-arts-magazine 2020 ADVISORY BOARD STEVEN APRILE

Grant Thornton LLP

EVAN CAMBRAY

Owner of Fastsigns

TONY CURCIO

Editor of Graphic Arts Magazine

Chairman

CTP supplied by

Joe Mulcahy

AIIM

Publisher

Printing

Ryan Mulcahy

AIIM

Editor

Cover Paper

Tony Curcio

Kallima

RICHARD KOUWENHOVEN

Copy Editor

Text Paper

NATALIA LUMBY

Paul Phillips

APP

Associate Professor at Ryerson University

Account Managers

Bindery

Maureen O’Sullivan Sandy Lee Tim Mulcahy

Specialties Graphic Finishers

Manager of DIA

Production Manager

Brian Gillet

Daniel Mulcahy

Art Director

Web Development

Edward Gorodkine

George Dedopoulos

Circulation Manager

RAY FAGAN

Heidelberg Canada

ANDREW (ANDY) GROUGROU 3M Canada

ROMESH HETTIARACHCHI B&I Legal Counsel Hemlock Printing

MARG MACLEOD PAUL McCARTHY

HP Indigo Country Manager

JOE MULCAHY

Former Publisher of GAM

DANIEL MULCAHY

Production Manager, GAM

PHIL RIEBEL

Two Sides North America

PAUL TASKER Spicers Canada

SERGE TRAJKOVICH President of RRGR

CARL WEGER

Sign Association of Canada We acknowledge the financial support of the Government of Ontario through the Ontario Media Development Corporation.

4 | November 2020 | GRAPHIC ARTS MAGAZINE

WARREN WERBITT CMCA AUDITED

www.warrenwerbitt.com

SCOTT WILLIAMS

Taylor Printing Group

graphicartsmag.com

Tony's Corner

Embellishing the print embellishers Our lead feature this month from Caterina Valentino is a detailed look at print finishing and how some leading printers have dealt with ongoing issues to become hugely successful in the challenging and lucrative world of value-added print.

I can’t let the opportunity pass by, however, to mention some of the OEMs and other companies who’ve inspired our industry with their finishing and embellishing technology. Here are just a few recent examples.

Konica Minolta’s MGI JETvarnish 3D One is a digital press that provides sensory print embellishments. Its ‘haptic’ technology lets users simulate touch in a digital environment. MGI's haptic digital varnish technology lets you spot-coat prints, highlight defined areas, and add 3D effects. Printed jobs become irresistible products that will grab and hold your customers' attention. From books to business cards, high-end invitations to packaging, POS materials and more, clients will be prepared to pay more for these special effects.

Scodix, another leader in this space, just launched six digital enhancement presses aimed at specific market sectors. The next generation of its Ultra Digital Enhancement Press series addresses the needs of the web-to-print market, commercial and specialty printing, and packaging sectors, with press features tailored specifically for these types of print providers.

TWO NEW WAYS TO GO WIDE 6 | November 2020 | GRAPHIC ARTS MAGAZINE

Xeikon just launched its Fusion Embellishment Unit – the Xeikon FEU – offering label printers and converters maximum flexibility to produce high-end, eye-catching and uniquely creative labels. The FEU, also based on MGI technology, provides UV spot varnish, tactile varnish, foiling, 3D textures and holograms across a wide range of substrates.

U.S.-based Hazen Paper recently pioneered two-sided, sub-micron custom holography, releasing a stunning promotion to demonstrate the cutting-edge technology. Hazen’s team designed the artwork on both sides to showcase specific visual effects with nano-holography that deliver an even more dramatic three-dimensional effect than lenticular printing. On the back, a shimless random repeat custom hologram creates a moving, three-dimensional flash backdrop. Perhaps the most unusual aspect of the promotion, however, is that it’s two-sided custom holography, transfer-metallized on both sides. That’s never been done before, according to the company.

Until next time, always remember that we’re here to help.

Tony Curcio Editor, Graphic Arts Magazine tony@graphicartsmag.com

Oberon RTR3300 3.3 m roll-to-roll • 4C + W or 6C with max speed of 2,411 ft2/hr • Dual 1.6m roll, mesh kit, backlit LED increase productivity & flexibility

Jeti Tauro H3300 S LED • 6C + W and/or Primer with max speed of 3,250 ft2/ hr • New entry-level, upgradeable hybrid production unit

Imagine the possibilities with Agfa’s new wide format engines.

800-540-2432 x 862 2288 • agfa.com

graphicartsmag.com

Intuitive. Efficient. Profitable.

Achieve maximum efficiency and higher profits with the power of “Smart Finishing” from Standard! HORIZON and HUNKELER solutions offer intuitive, efficient operation from simple touchscreen control to fully integrated digital workflow and integrity checking systems.

StitchLiner Mark III Saddlestitcher BQ-480 Perfect Binder AFV-566F/TV-564F Folder

Standard is well positioned to meet the feeding and finishing requirements for virtually any application. Our focus is productivity through

advanced automation... combining speed, innovative engineering, and quality manufacturing to achieve superior results and optimum production efficiency.

Discover the many advantages of our smart finishing solutions... we’ll

■ ■ ■ ■ ■

Saddlestitchers and Bookletmakers Perfect Binders and Trimmers Folders Slitters and Creasers Die Cutters

Unwinders and Rewinders Cutters and Stackers ■ Dynamic Perforators ■ Plow Folders ■ Web Inspection ■

show you how to complete your jobs faster, better, and easier!

Hunkeler Generation 8 Roll-to-Stack Solution

■

Follow Us Online.

www.standardfinishing.com/followus

www.standardfinishing.com

Print Industry News

Intergraphics is first in Canada to acquire an EFI Pro 32r Plus Intergraphics Decal (Winnipeg) expects to triple its output of large-format print with this latest installation from Konica Minolta Canada. Intergraphics creates custom vehicle wraps, sports advertising, graphics for consumer products, and more.

“Investing in state-of-the-art technology has contributed greatly to our success over the years,” said President and CEO Conrad Desender. “This requires us to stay on top of the latest developments in silkscreen and digital printing. The machine will now allow us to deliver the most accurate colour possible for our customers in a shorter amount of time.” The EFI Pro 32r Plus is a 3.2 metre (10.5 ft) roll-to-roll LED printer that can handle a variety of flexible substrates including textiles and double-sided applications.

It can reach speeds of Conrad Desender (left), 256 m² per hour (2,756 Intergraphics President, CEO and ft² per hour) with resolu- Founder, with VP Gregory Desender, beside their new EFI Pro 32r Plus. tions up to 847 dpi.

76 scholarships to be awarded to students across Canada Canadian Print Scholarships will award 76 scholarships to deserving students in five graphic communications programs across Canada for the 2020/2021 academic year. “With support from industry, Canadian Print Scholarships has provided scholarships to hundreds of graphic communications students,” said Jeff Ekstein, Chair of Canadian Print Scholarships. “The financial support helps cover the high cost of a college or university education. Upon graduation, these students bring the skills, energy and ideas we need to keep our industry moving forward.” Digital printing, display graphics and packaging are just a few of the growing areas of study for students enrolled in these programs.

Donations can be made online at the Canadian Print Scholarships website. Jeff Ekstein

Agfa expands Jeti Tauro series with upgradable model The Jeti Tauro H3300 LED S (S for Standard) is a “favourably priced entry model that will enable an even wider range of printing companies to benefit from one of Agfa’s flagship large-format printers,” said the OEM. The new hybrid, 6-colour printer, with optional white and primer, has a top speed of 302 m² per hour that can be upgraded to run at higher speeds.

It also features Agfa’s traditional short start-up times, easy

8 | November 2020 | GRAPHIC ARTS MAGAZINE

maintenance and productivity-boosting automation. It’ll be available in six possible configurations. Four of these are dedicated to board printing, ranging from manual to fully automatic. The 3/4 automated version uses an automatic board feeder, which is particularly convenient for shorter runs and fast, efficient changeovers between various media sizes or types. The two remaining configurations focus on roll printing, with a master roll-to-roll and a light roll-to-roll model.

Agfa Jeti Tauro H3300 LED S

Jones Healthcare launches NFC connected packaging Jones Healthcare Group (London, ON) has released new technology aimed at health and wellness brands looking to better engage consumers, while collecting supply chain and user data. The new tool, CapX Near Field Communications (NFC) Connected Packaging, can elevate omni-channel marketing strategy to an entirely new level. It comes complete with intelligent package components and customizable cloud software to drive better digital user experiences. “Product packaging is now a major player in our connected world through the ‘Internet of Things,’ delivering incredible benefits to both brands and consumers,” said Nic Hunt, Chief Strategy Officer at Jones. “Through CapX, brands have new ways to address critical safety and brand protection issues like counterfeiting, while also encouraging behaviour and learning more about their customer and product lifecycle than ever before.”

Nic Hunt

TC Transcontinental invests over $10 million in book printing TC Transcontinental (Montreal) has invested more than $10 million over the past several months in book printing, mainly at its Transcontinental Interglobe plant in the Beauce region of Quebec. “These investments demonstrate our confidence in the future of the North American book market and our desire to build our printing platform in growth verticals like this one,” said Jacques Grégoire, Chief Development Officer of Printing & Media at TC Transcontinental. “The timing is right for these investments with the signing of several contract extensions and new agreements with major educational publishers. They’ll allow us to remain competitive in the market and take on larger jobs to continually meet the growing demand from our customers.”

Most of the investments involve the purchase of robotic equipment installed in TC’s binding and bagging departments.

Jacques Grégoire

graphicartsmag.com

WE MAKE

CUSTOM

BOOKS quotes@sgfteam.ca (416) 701-0111 ext. 311 www.sgfteam.ca

Installations

Impressions Printing installs Canada’s First Kodak Nexfinity Digital Press Impressions Printing (St. Thomas, ON) has become the first Canadian printer to install a Kodak Nexfinity Digital Press – strengthening its in-house digital printing capabilities while boosting print quality. The 45-year-old company serves clients across Canada with a full line of colour and B&W commercial printing – offering offset and digital, wide-format, mailing and fulfillment, full bindery, print finishing and more. Its largest area of growth recently has come from direct mail, as the Canada Post Smartmail Partner can handle any project – from concept to design to production to final delivery.

The acquisition quickly saw a 40% increase in speed compared to the shop’s previous digital press. Maximum print speeds can now reach 152 A4 ppm. Improvements also included Nexfinity’s extended sheet size, heavy substrate capabilities, and Fifth Imaging Unit that made it cost-effective to add specialty inks, a range of surface finishes, and long-sheet formats.

“We were searching for a solution that could help us further differentiate on speed and quality, and the Nexfinity has allowed us to increase our output volume while enhancing customer satisfaction,” said President Cory Stuart. “In the short time we’ve been using our new press, it’s proven to be an incredibly versatile machine that delivers a powerful combination of image quality, consistency and low running costs.

Kodak’s Nexfinity is designed with Dynamic Imaging Technology, a patented Kodak technology that allows printers to produce “crisp text, hard lines, soft skin tones and beautiful skies on the same page, consistently throughout the run.” The new press can handle a wide range of applications – including direct mail, commercial print, publishing and packaging.

From left are Impressions Printing’s Cory Stuart, President & Partner; Paul Gregurovic, Press Operator; Darryl Turley, Director & Partner; Tanner Turley, Production Manager; and Dan Carter, Vice President of Operations.

Publiforme installs Agfa Anapurna H3200i LED UV inkjet printer Publiforme, a leading Canadian sign company based in Sherbrooke, Quebec, recently acquired a new large-format flatbed printer – Agfa's Anapurna H3200i LED. The hybrid UV LED inkjet printer can print on both roll material and rigid media up to 10 feet wide. The company specializes in digital signage, indoor and outdoor displays, vehicle design and lettering, wayfinding signage and more, in addition to creative design services. The new Anapurna will help Publiforme to better serve its clients while improving productivity and overall print quality.

thin, heat-sensitive materials. Eight 12 picolitre print heads guarantee good solids, fine-text reproduction down to 4 point, excellent tones and low ink consumption. The H3200i’s automatically controlled four-zone vacuum system delivers an equal vacuum during the print process, whether printing on roll or rigid materials. This ensures stable media transport, further yielding consistently accurate print results.

The Anapurna H3200i LED is a hybrid UV LED-curable inkjet system for indoor and outdoor applications with an average speed of 600 square feet per hour. It’s ideal for sign shops, digital printers, photo labs and mid-size graphic screen printers that want to cost-efficiently combine board and roll-to-roll jobs, while improving overall workflow. Popular applications include banners, posters, exhibition graphics, POP, mock-ups, backlit, front-lit, self-adhesive labels and more. Niche applications include DVD printing, wood, art reproductions, personalized object printing, architectural and interior decoration, ceramics printing and more. Its white ink function allows printing on transparent materials for backlit applications, or for printing white as a spot colour.

The printer is fitted with air-cooled 16 Watt/cm² UV LED lamps that save energy, costs and time and are ideal for printing on

10 | November 2020 | GRAPHIC ARTS MAGAZINE

From left are Publiforme’s Line Gagnon (Press Operator), Johanne Boislard (Vice-President) and Jean-Guy Boisvert (President).

graphicartsmag.com

Cover Story

Cornering the finishing market Advice from successful printers as they examine the issues In March 2018, Graphic Arts Magazine published an article entitled Print finishing: All that glitters can also be golden.

At that time, finishing, and in particular, digital finishing, promised to boost profits, add value and differentiate a print shop from its competitors. It’s time for an update.

First, let’s set the record straight. A finish doesn’t stand alone. A finish is part of the overall look and feel of the product.

It reflects the customer’s brand and must mesh with its integrated marketing strategy. Whether a printer chooses to invest in finishing equipment or farms out the finishing to a third-party provider on a transactional basis, the decision must be an integral part of the printer’s business strategy – a strategy where every dollar invested in equipment must be part and parcel of an efficient and effective production process, driven by the metrics of run quantity and print quality. In a world of short runs, product customization, non-negotiable deadlines and predatory pricing (which results in razor thin margins), printers are pushed to look for ways to recoup shrinking revenue.

Undercutting a job quote with the hope to recoup lost margin by adding a finish is folly: it’s akin to the tail wagging the dog.

Investing in finishing equipment is a strategic business decision. One that Christian Knapp, Managing Director of CMD Insights (distributor of Scodix in Canada), believes must pay for itself within 22-36 months, otherwise it becomes a sunk cost. Despite MacLean’s reporting that investment in plant and equipment by Canadian businesses has dropped 20 percent over the past five years, print shops with solid business cases have been investing and will continue to invest in finishing equipment, as well as offset and digital presses. Let’s not forget that equipment manufacturers need to recover their research and development costs and turn a profit. The reality is that, when both printers and manufactures work symbiotically to address equipment and technical

@graphicarts

issues, both parties strike mutually beneficial profitable agreements even in recessionary times.

Todd Cober, Vice President of Cober Solutions, one of Canada’s premier print manufacturers, believes that, while the equipment manufacturers have pulled finishing equipment from the emerging stages of industry development, its market growth rate has stalled probably due to the slow adoption rate by printers. Yet, the equipment that top manufactures are bringing to market is incredibly sophisticated. The lack of capitalization in equipment may be the result of printers doing digital finishing in a sort of semimanual, automated manner. A patchwork setup that isn’t cost effective or efficient generally produces persistent headaches.

Investing in equipment represents a significant cost, and printers need to feel confident that the return on investment will outweigh the business risks.

The economic predictions made in late 2019 for 2020 were optimistic. They revolved around the yin of uncertain trade tensions and the yang of increased household spending, contingent on a healthy employed labour force. Pierre

Cléroux, Vice President and Chief Economist at BDC, projected that economic growth would continue to be tempered by the global uncertainty associated with trade tensions, the U.S. presidential elections and the Brexit transition period. The good news was that Canadians sat poised to open their wallets and spend. Coupled with the efforts of the Bank of Canada to keep interest rates low, the economic forecast was bright. But even in tough times, forward thinking printers made capital investments that pushed forward automation, offered market-leading solutions to their customers, hedged against margin compression and provided relief for industry labour shortages.

In March 2020 the unthinkable happened.

A pandemic – COVID-19 – struck.

Unessential services were shuttered, and employees were placed on emergency leave or directed to work remotely.

Graphic Arts Magazine is proud of, and Canadians are thankful for, the graphic printers, flexographers and packagers who pivoted their operations to the production of personal protective equipment (PPE) and wayfaring signage.

As Canada’s economy moves into its

GRAPHIC ARTS MAGAZINE | November 2020 | 11

Cornering the finishing market post-pandemic recovery period, printers must pay special attention to their clients’ recovery and how they can continue to take full advantage of post-pandemic business opportunities.

Finishing – a tactic Upselling a finish is, at best, a tactic.

Rebekah Fougere, Vice President, Client Services at Think2Grow, a Torontobased marketing company that assists Konica Minolta Canada clients with their implementation and business strategy, notes that graphic designers are the ones with the creative minds who will push and pull new design options through the system. When it comes to finishing, sales staff need to change their perspective from being an order taker to that of a client-centered, marketing salesperson.

Client-centered salespeople form business relationships with their clients. They understand a client’s integrated marketing campaign and intuitively know when to suggest cost-effective finishing that can strengthen a client’s brand.

Jamie Barbieri, President and co-owner of the PDI Group, a one-stop-shop offering a vast range of services from document management to warehousing believes, “It’s better to understand how print moves through an organization’s value chain. Bundling a quote with a finish and other value-added services (warehousing, distribution, logistics) adds significant margin to the product. Plus, the printer becomes a strategic partner for that customer, as opposed to a commodity supplier who presses ink to paper.”

Cober Solutions has heavily invested in finishing automated equipment. Cober predicts finishing will continue to be an important part of the printing process.

Technological advances will allow printers to print faster than ever imagined, in many cases, on a roll. “However, if the product can’t be finished as fast as it is being printed, it really doesn't matter.

All of the efficiencies gained in the printing are essentially lost in the finishing.”

Knapp neatly divides finishing into two categories: • An additive manufacturing process that augments the paper, boards or plastics.

For example, 3D printing, varnishes,

12 | November 2020 | GRAPHIC ARTS MAGAZINE

laminations, spot UV varnishes and foil stamping are additive processes.

• A subtractive manufacturing process shapes the product by cutting (laser), boring, drilling, and grinding, to cut away and shape the plastic, board or paper. In many instances, these functions are performed offline with specialized equipment manually or automated and driven by computer numerical control (CNC).

Barbieri makes a distinction between finishing and embellishment. For PDI, finishing is cutting, folding, plastic lamination and bindery. Embellishments such as embossing and speciality types of coating do not apply. Cober Solutions considers finishing as taking a printed sheet and turning it into a final product. For Paul Houde, Director ISM Manufacturing (In Store Marketing) at TC Transcontinental, Canada’s largest printer, finishing is part of its end-to-end (product conception to warehousing and distribution) customer service. The strategy leads to superior client service. The finishing, distribution and fulfillment are value-added tactics the printer offers to wrap around their clients’ needs.

In March 2020, Keypoint Intelligence identified bindery, personalization, mailing, and fulfillment as print shop table stakes.

Table stakes are the basic offering required of a print shop to be considered a competitive player in a market. Print

service providers who invest in differentiating themselves with value-added services such as finishing, web-to-print, CMYK, print management, and wideformat display installation services distinguish themselves from their competitors and win deals. Differentiation is a sustainable business strategy.

Knapp puts it this way: “Where you add texture and foil to a process, even if it’s for one copy, it offers the highest returns because finishes differentiate the final product.” It creates a lasting impression and that’s priceless.

Printers who have developed revenue, retained and grew client bases from finishing must price competitively, meet deadlines and be able to complete the job in-house. Missing any one of this trinity of success factors results in lost profits. Keypoint Intelligence - InfoTrends’ research confirms that printers that compete solely on price turn their jobs into a commodity. That’s akin to placing a sign above the print shop door similar to Walmart’s former slogan, “Always low prices." Jamie Barbieri cautions that, if you are a commercial printer and all you do is put ink on paper, you won’t survive.

Knapp believes finishing continues to be an area that is under-utilized. However, finishing methods designed to meet the needs of long-run offset may not be suitable for digital printing. The expanding array

graphicartsmag.com

Cornering the finishing market of digital printing methods has changed the nature of finishing from large-scale devices focused on offset printing to automated methods that are often brought in-line with a digital printing device.

Automation Many print titans believe the automation introduced in the print industry over the past five to seven years was an industry game changer; it revolutionized print and reduced set-up time. Nevertheless, transferring product from one feeder to another for finishing isn’t always a smooth process. The paper is not necessarily flat, it has toner on one side, there is static and there may be curl. By the time a job gets to finishing, its profits have been booked. Any rework in the finishing department cuts deep into revenues.

It’s this realization that pushes printers to seek automated solutions for finishing the product. Still, making a dime from finishing depends on the sophistication of the equipment and its ability to complete the job on time. Booking revenues before finishing the product depends on printing the job on the most efficient printer: digital versus offset presses with the final selection of the printer dependent on the run length and print quality.

In 2018, Byron Loeppky, Senior VP of Books and VP of Operations at Friesens Corporation (Manitoba), Canada's largest printer of hardcover books, used the model of running roll to roll and finishing offline. This was a cumbersome process

@graphicarts

that made sense for long runs, but for its short-run yearbook business printing digital made sense especially if the digital press produces the book from roll to the finished book in one continuous production run.

In 2019, Friesens Corporation purchased two new industrial-scale HP Indigo 50000 Digital Presses: the oversized B1 (30-inch) duplex, roll-to-roll. In speaking to WhatTheyTh!nk, Loeppky comments that the quality and productivity of the HP Indigo 50000, combined with the format size and unique imposition capabilities, enable Friesens to transfer more of their offset production to digital production. But there is a downside. To get the higher quality in digital, speed is sacrificed. Every company has to determine the right balance and fit for them given their market.

Houde, agrees that the ideal situation is to automate the entire process all in one line with everything staying up to speed with no bottlenecks. While there are machines that have these features, they are limited by the speed of the slowest process.

Automating finishing and adding digital finishing to a job makes sense if there is a possibility for sustainable profit. Houde is always on the lookout for places where applying automation reduces bottlenecks. For Barbieri, Cober, Houde, and Loeppky, contracting out finishing is not a viable option. When one builds a company on client-centered service, control over the entire job is a must.

PDI’s investment in finishing equipment over the past few years has been for its offset lithography (offset) and digital press businesses. Lithography for the longer, more traditional type printing, with and digital for quick turnaround short runs. Barbieri, too, recognizes the issues created by the differences between the print speed and quality between a digital and offset presses.

One solution is a hybrid, inline finisher but problems of equipment and software connectivity will often appear. As well, many finishing machines that used to be extremely expensive (wrappers) are now mainstream, sold as integratable with today’s presses and capable of machine learning. Machine learning allows the operator to input all the docket instructors prior to starting the entire print job.

Loeppky does like how more and more technology is being integrated. Its first digital sewing machine was very basic.

The second version was much more advanced and faster. The next generation should put the entire process inline where it goes from a roll directly to a sewn book. “Instead of having four different workstations, make it inline. That’s where I think digital has an advantage because it is pretty simple, especially on these short runs for digital to literally take it from a roll to a finished book out the other end. At small quantities it certainly is very difficult to do that on the offset press.”

Todd Cober offers a cautionary note.

GRAPHIC ARTS MAGAZINE | November 2020 | 13

Cornering the finishing market Connecting too many devices into one line can actually create inefficiencies when the speeds of the equipment are not compatible: that's another deterrent.

If printing and finishing are automated, technical, mechanical or connectivity problems may result in the entire line going down. “Too much automation can be a limiting factor. Uptime is reduced.

One has to know what the slowest process is and how that impacts the entire line.”

Keypoint Intelligence’s research into finishing (March 2020) reported that 80% of survey respondents who had digital print and offset presses generally preferred to use the same finishing equipment for both. Only 11% preferred to keep offset and digital production separate, while another 9% reported that combining digital and offset was not possible due to format and other requirements. The shorter digital press runs, along with requirements for quick turnaround do not synchronize with equipment that takes a long time to set up. The faster the press runs the more requirements there is for faster, higher volume finishing tools. It’s a cat and mouse game.

Workflow, ink, and technology and labour Barbieri, Cober, Houde and Loeppky, printers who started their careers as iron pressmen, agree that scheduling a job to a press depends on run length and quality. Moreover, while digital presses have advantages, there are drawbacks.

One sore point with digital presses are the click cost and proprietary nature of ink.

Offset ink can be purchased from numerous third-party vendors that compete solely on price. Equipment service contracts can be arranged with other than the manufacturer’s exclusive technicians. But, a business that is driven by technological advances and software application is ripe for copycat innovation and hacks.

One has been the growth of third-party software that minimizes the ink coverage or consumption without impacting the colour of the print-ready file. And when it comes to digital print quality, scrutiny must be used to assess the colour and quality differences between multiple colour digital presses. One may find that, for the markets served, a four-colour

14 | November 2020 | GRAPHIC ARTS MAGAZINE

press offers excellent print quality and cost savings that can be passed on to the customer. Nevertheless, while technological advances have impacted workflow processes, what has been revolutionary is how technology has transformed an organization’s labour requirements.

Mechanization and technology gains have drastically shifted the requirement for brawn and replaced them with brains. Print shops now scramble to find talent with analytical and problem-solving skills that understand information and communication technologies (ICT) and can work with computerized workflow applications. Paraphrasing the words of the experts interviewed, talent can be hired with no knowledge of the print industry and trained to be excellent printers. Still, it is difficult to get iron out of one’s blood especially when it comes to the craft of printing. Offset operators who diagnosed press equipment problems based on the clicks, clanks and thumps of the iron gears as the paper passed through is equal to the digital press operator who diagnoses problems based on the lines, arrows and polygons of workflow diagrams and the whoosh of paper as it is pneumatically pulled through a digital press. Perhaps this isn’t the loss of a craft but a transformation.

Technology has opened up employment opportunities in the print industry for women, persons with disabilities and persons from diverse backgrounds.

Technology as a disruptor has revolutionized the business of pressing ink to paper. While in the short run jobs may disappear, in the long run technology can address labour shortages. Moreover, technology has shifted the view of the print industry as a closed shop, male dominated environment with career limiting job opportunities to one of offering a promising career with advancement.

Full circle – back to the future Jamie Barbieri believes that a printer cannot do everything for everybody.

Sound business practice suggests that no shop should invest 100 percent of purchases to one vendor. Portfolio and investment diversification are key to business success. At a vendor’s booth

it’s easy to get caught up in the glitz of finishing equipment. Don’t let the gloss of an embellishment and the sheen of varnishes cloud one’s vision. Before one enters into serious conversations with a vendor ask these questions:

Are the current and future markets understood?

Understand the economic factors that drive one’s business and those of one’s clients. Read widely. Gain an understanding of how the supply and demand curve of diverse businesses impact the demand and supply of one’s services.

Understand the importance of one’s value proposition and how it is impacted by provincial, national and international economic forecasts.

Are all costs and revenues accounted for?

Verify that one’s production management system captures all the cost associated with finishing the job. Analyze the data and understand where money is made and lost. Look for trends and project them to potential future business and equipment needs.

Does the strategy need adjusting?

Be prepared to adjust one’s strategy and hone the tactics to achieve maximum growth. Planning is the key to building, sustaining and growing a business.

Is the thinking integrated?

No business decision should address a singular problem. Keep one’s peripheral vision as wide as possible. This allows one to predict downstream problems that can arise from a decision.

While a finish doesn’t stand alone, finishes provide the opportunity for enhancing profits but meeting customer’s objectives to create a true brand image is the top priority.

Caterina Valentino, PhD, is an Instructor at the Ted Rogers School of Management at Ryerson University and the Faculty of Health Disciplines at Athabasca University. She can be reached at caterina.l.valentino@gmail.com.

graphicartsmag.com

AIIM MARKETING & COMMUNICATION SOLUTIONS

The leading technology company for engaging your audience with personalized, data critical communications across Print and Digital media is hiring

ACCOUNT MANAGERS

Salary Plus Commission Contact: humanresources@aiim.com

Call: 416.798.7110 or 1.877.841.2446 | www.aiim.com

Column

Digital print: The most exciting design tool ever In this drupa essentials article series, award-winning Art Director Hadar Peled Vaissman gives some fascinating examples of why designers – and printers – should embrace digital print as their newest design tool.

I’ve always loved print, but I felt I often had to compromise my creative ideas to get the best printed results, usually due to colour or production constraints. Over the past decade, however, I’ve had the privilege of managing the creative work done by HP Indigo and became intimately acquainted with digital print. In fact, I’ve fallen in love with it! Instead of limiting my work, it’s actually enabled me to reach new heights of creativity. I’ve discovered that digital print is the best, newest and most exciting design tool there is.

something different. “We need two million bottles, every single one different from the other – doesn’t matter how. Just keep the logo and ingredients as they are. Everything must be on-shelf in two months,” she said.

Mind the gap: Printers hold the key

With a combined effort between R&D and design teams, we came up with ‘HP Smartstream Mosaic,’ an algorithm that manipulates the design result. It’s a plug-in for Adobe CC and was very easy to use. The result was one that manual labour could never achieve. How does the algorithm work? Well, in short, the designer supplies the ‘seed pattern’ and the algorithm manipulates it into different results each time a page is printed – never repeating and always changing.

The design work took two weeks with 23 seed patterns created that eventually resulted in two million different, individual designs. Digital print allowed a fast turnaround and the product was on the shelf on time.

At the moment there’s a gap between the possibility or idea, and what the design world is actually doing. In most cases, designers, being unaware of the potential of digital, still design ‘for any print technology’ – being wary of colour limitations and definitely not using the digital tools potentially available to them for an improved brand experience. The ability to close this gap lies in the hands of the print service provider. Proactive and agile printing companies can help their customers to achieve huge marketing successes by offering them such design tools. I once worked with a team on the development of such tools and had the honour of collaborating with major international brands that used these tools to deliver astonishing, impactful campaigns where digital print enabled the product itself to become the media. The first campaign was a collaborative effort with Diet Coke in Israel.

Two million different Diet Coke bottles Coca Cola in Israel was looking to increase its Diet Coke sales and the brand manager, an innovative young millennial, was seeking something new,

16 | November 2020 | GRAPHIC ARTS MAGAZINE

Save the elephants A second similar campaign used the same algorithm and digital print technology to support ‘cause-driven marketing’ (i.e. brands and marketers find a cause to stand for, that significantly impacts the current market). Amarula, a cream liquor brand from South Africa, embodies this by supporting the ‘Save the Elephants’ campaign. In South Africa, elephants are being relentlessly poached for their ivory and the Amarula brand has, from the start, been supporting the cause to

save them – symbolized by the elephant on its label.

Using HP Smartstream Mosaic, Amarula put 400,000 different bot t les on - shelf, each with a differently designed elephant that actually represented a living one!

Two seed patterns were designed. The rest was handled by the digital press and software. For every bottle purchased, Amarula donated money to a foundation they partnered with.

Digital print enabled this emotional, bigissue message to get across on the shelf.

As with Diet Coke, the message from the brand was carried on the product and supported by a 360˚ campaign that drove consumer engagement through the roof.

Printers themselves hold the key to new digital print capabilities, but often don’t actually participate in marketing strategy talks with brands or their designers – and so the gap remains! The design community has a real opportunity to unleash digital to create beautiful, personalized multi-channel campaigns and to enable a bold new kind of marketing.

Hadar Peled Vaissman is an independent international Art Director who helps brands to improve their communication mainly through customization, personalization and individualization.

She believes that these will elevate a company’s relevance in a challenging digital world.

graphicartsmag.com

Get more productivity out of your staff Do you have a creative employee who is always coming up with “outside the box” ideas but when it comes to writing a report, reading copy or spelling they fall short?

This may be a sign of a learning challenge.

The government funds programs for employers who are willing to send their employee for training to improve their skills.

If you would like to hear more about this program call us today at 905-853-3363 Let’s make everyone more productive to enhance your bottom line!

If learning is a problem... we have a solution.

Call 905-853-3363

learningability.org

Licensed and certified Davis facilitator TM

17–17817 Leslie St. Newmarket, ON L3Y 3C8

Column

COVID-19 prevention tips: Common practices that reduce the risks for your staff and your business On March 11, 2020 the World Health Organization declared COVID-19 a viral pandemic. We’re a little over eight months into this life-changing, worldchanging event and it’s becoming clear that this will be our reality for at least another six months. A concerning second wave is hitting our major metropolitan areas, likely a result of the relaxing of restrictions put in place earlier this spring. This recent spike is a clear demonstration that every citizen, every organization and every business has a vital role to play to prevent its spread.

We’ve compiled this list to assist you as print industry leaders to protect your staff and business.

1. Communicate, communicate, communicate The communication to your staff must keep up with the latest in recommendations and best practice established by health authorities. Frequent internal memos, clear signage and ongoing external communications (typically via your website) are all vital to ensure that your staffers understand the health and safety precautions you’re taking. To implement and enforce established workplace health and safety protocols, the internal and external communication must be clear, concise and frequent for all stakeholders. Err on the side of over-communicating rather than undercommunicating. Your staff will appreciate your efforts in providing clear and ongoing communications to address any concerns they may have.

2. Don’t lose sight of the basics We are all now clear on the basics of COVID-19 prevention. But it’s also a lack of adherence to these basics which are the source of the challenges. It’s critical that staff from both office and manufacturing environments continue to practice social-distancing, regular hand-cleaning/ sanitizing and mask-wearing within the

18 | November 2020 | GRAPHIC ARTS MAGAZINE

workplace. Ensure that masks and sanitizer are available at all entrances at the beginning of every workday. Empower your managers, supervisors and team leads to regularly remind staff about the importance of these basic rules and ensure that those who are not complying are spoken to immediately. There should be zero tolerance for non-compliance.

This will ultimately be appreciated by your staff who typically are very mindful of the health and safety of their work environment.

3. Reduce the risks even further There are effective ways to further mitigate the risks of exposure to COVID-19 within the workplace. Reduce ‘bottlenecks’ in hallways, locker rooms or bathrooms by staggering the start times within your production shifts and office environments.

This decreases the amount of traffic within your facility which is often concentrated at specific times of the day.

It’s also strongly recommended to restrict movement within your facility to minimize face-to-face contact between staff members by transitioning to online communication as much as possible.

Implement a daily screening program that mandates health checks for each staffer. Ask each employee to confirm that they’re not experiencing symptoms and have not been in close contact with anyone showing symptoms. This can be easily administered by a designated staffer or supervisor, depending on the size of your business. These regular

checks can be an effective way to reinforce the importance of following all COVID-19 health and safety protocols each and every day.

4. Develop a COVID-19 emergency response plan Your business should be prepared with an emergency response plan, should any staff member test positive. Working closely with your local health authority and following their recommendations is most critical – as is the speed of your response and the timely communication with your staff. Note that an individual’s medical information is private, and any contact tracing and follow-up communication is best left to the health professionals in the event of a confirmed positive case and possible additional infections. The primary focus here is to ensure that staffers are informed and stay informed throughout the process, and that workplace best practices adjust in response to any heightened risks, while following the recommendations of your local health authorities. We hope you found this information helpful.

Should you have any questions or feedback, please feel free to email the CPIA at admin@cpia-aci.ca. Stay safe!

Richard Kouwenhoven is President and COO of Canadian sustainable printing leader Hemlock Printers in Burnaby, BC. He’s also the Chair of the Canadian Printing Industries Association (CPIA).

For more information and to join this helpful industry association, please visit https://cpia-aci.ca/

graphicartsmag.com

PAPER POWER Canada’s pulp and paper industry has cut greenhouse gas emissions by an impressive 66% since 1990, the equivalent of 9 million metric tonnes of CO2 per year or taking 2 million cars off the road every year!

Discover the story of paper www.lovepaperna.org

ÂŽ

Source: Forest Products Association of Canada, 2019; Assumes that the average Canadian vehicle, which burns 2,000 L of gasoline every year, releases about 4,600 kg of CO2 into the atmosphere.

www.lovepaperna.org

Column

Appreciative Inquiry: A positive energy shift Talk is cheap. Top-down motivational pitches rarely work to genuinely motivate a crowd. This is especially true when employees have a hard time seeing how management’s ‘visionary future’ helps them with their everyday challenges. (“Please let this meeting be over so I can get back to climbing my email mountain.”)

In the midst of a global pandemic, conveying excitement for what a company can become seems like too much work.

However, right now might be the perfect time to think about the future of the organization – because there are so many shifts in the marketplace, leaving gaps that are begging to be filled. For long-term planning to be effective, there must be critical buy-in from the entire organization. To achieve such a feat requires a tool that can be a catalyst for change. Introducing Appreciative Inquiry, also known as AI (not to be confused with Artificial Intelligence).

AI is a practical tool and a leadership paradigm shift that helps pluck the very best parts of the organization from the sea of complaints that so often bog down a company’s forward movement.

Rooted in positive psychology, AI is a ‘bottom-up’ approach that builds a groundswell of enthusiasm and excitement, which is part of what makes it such a powerful strategy. It’s about allowing employees to have a direct hand in identifying what makes a company great, to steer the corporate ship in the next direction.

4D cycle The 4D cycle is at the heart of AI. It’s made up of Discovery, Dream, Design and Delivery. There are a number of tools and techniques to put the 4D cycle into action, one of which is described in the next section (the SOAR strategic framework).

DISCOVERY. The first stage of the 4D framework is all about discovering the best of what is. It’s not an opportunity to complain. Instead, it focuses on the positives of the organization, including its strengths and abilities. This is one of

20 | November 2020 | GRAPHIC ARTS MAGAZINE

the most unique parts of the AI paradigm shift that involves interviewing employees about their time in the company and what’s been most exciting and most special to them. This step helps establish a sense of shared meaning.

DREAM. The second stage of the 4D model is about dreaming about what could be. What does the ideal workplace look like? What are the wishes of the employees? What could be done as an organization to make the world a better place? What could get employees excited about working for the company? What does success look like?

DESIGN. The third stage of the 4D model is about determining what should be done differently to make the dream a reality. It’s about looking at the organization as a whole to figure out how to put dreams into action.

SWOT vs. SOAR

SOAR Strategic Framework SOAR stands for Strengths, Opportunities, Aspirations and Results. SOAR is one of the many tools and techniques to put AI into action. It’s all about ‘big-picture' thinking, endless possibilities and ‘the sky’s the limit’ mentality. Much like its counterpart, SWOT, SOAR is used to think critically about where the organization is headed, albeit through a different lens.

A shift in energy AI is an action strategy for real change.

AI is about co-designing the future of an organization with everyone in the organization. Engaging in activities to discover the root causes of success versus narrowing in on the reasons for failure, will help employees feel more connected to one another. “Words become worlds” – and a collective positive energy shift might be exactly what we all need right now.

SWOT

SOAR

Acronym

Strengths, Weaknesses, Opportunities, Threats

Strengths, Opportunities, Aspirations, Results

Goal

Identifying strengths and weaknesses (internal), dealing with opportunities and threats (external)

Being the best (becoming great) at what the organization is strongest

Focus

Assessing position in the marketplace, including identifying perceived weaknesses and threats

Developing strategic goals and enhancing what’s already done well in the organization

Lens/viewpoint

Primarily looking at what is

Primarily looking at what could be

Organizational stakeholders involved

Top-down; analysis completed by management

Bottom-up; engages all functional levels within the organization

Analogy

Pulling weeds

Planting seeds

DELIVERY. The final stage of the 4D model is the time to innovate what will be. What are the actionable next steps?

What are the short-term actions to achieve the bigger goal? Delivery is about learning, executing, communicating, asking and repeating until the dream actually becomes a reality.

Diana Varma is a Lecturer at the School of Graphic Communications Management (GCM) and the Master of Digital Media (MDM) program at Ryerson University.

She also hosts a podcast called Talk, Paper, Scissors. www.talkpaperscissors.info

graphicartsmag.com

DDL: EXPERT RICOH SALES & SERVICE SINCE 1997

INTRODUCING THE NEW

RICOH PRO C5300/5310S Stunning quality without compromise.

T S E TER dit

e r N I c 0% oved pr p a on

Engineered to provide the best features and advanced technologies in a compact and scalable, configurable footprint, all at an affordable price.

Contact Your DDL Account Manager, or Ron Cunha, Sales Manager 416-218-4376 RonC@documentdirection.ca www.documentdirection.ca

TRUSTED IT & CYBERSECURITY FOR THE INDUSTRY NOW is the time to focus on your IT & CyberSecurity. Attacks have increased dramatically in 2020

DDL provides comprehensive CyberSecurity assessment and protection and IT Services.

We provide services that align security and capabilities with your business strategy and practices. Our protection services secure your data and network by assessing vulnerabilities and validating security controls using audits and penetration testing, or “ethical hacking.� And should you suffer a security or privacy breach, we provide the 24x7 response services and expertise to minimize financial and reputational loss.

We guide your organization through all stages, providing expert recommendations to keep your information secure.

COVID-19 Statement: DDL REMAINS OPEN DDL, as a designated essential workplace, remains fully operational. Our staff is following all of the recommended health and safety precautions. We do not anticipate any major interruptions to our supply chain. Our sales, service and support teams continue to be here to serve you.

Contact your Account Manager or Phone 416-218-8284 sales@documentdirection.ca www.documentdirection.ca

Column

Clients going paperless?

Set the record straight on sustainable printing If the last few months have shown us anything, it’s that the graphic communications industry is both innovative and resilient. We not only have access to a huge pool of talent, but we can creatively use substrates and our knowledge in unique ways to solve problems. However, sometimes the public perception of our trade doesn’t match reality – for example, the myths about print and paper and the impact they have on our environment. Many professional shops have already implemented sustainable, eco-conscious practices. But perhaps communicating and demonstrating them to clients is a step being missed to help printers stand out from the crowd.

First, it’s important to work with clients to dispel misconceptions. Paperless “green” claims are frequently broad, unsubstantiated and misinformed.

According to the recently released Global E-waste Monitor (GEM) 2020, a record 53.6 million metric tons of electronic waste were generated in 2019, up 21% in just five years. Fuelled by our high turnaround and consumption of electric and electronic devices, short device lifecycles, and few options for repair, e-waste has become the world’s fastestgrowing waste stream. In 2019, only 15% of e-waste was recycled in North America.

Allowing misleading perceptions about print and paper to persist entices clients toward digital communication options that can result in much larger environmental footprints.

Second, make sure your customers understand the various forest certification programs, especially if you’re certified, and emphasize the stocks you’re using which come from long-term sustainable forest management or recycled sources.

A Canadian consumer survey carried out by Toluna and Two Sides North America in 2019 showed that there are still significant gaps between consumer perceptions and reality, when it comes

@graphicarts

to environmental topics such as forestry and recycling. In fact, Canada is a leader in paper recovery and recycling with a recovery rate of 70% – but only 21% of Canadians think the paper recovery rate exceeds 60%. In my experience, printers are exceptional at properly recycling and reducing paper waste. Whether ganging up jobs, maximizing sheet usage, or using certified stocks, these are practices implemented not just to maximize profits, but as a brand-defining attribute. Paper in our trade, as you already know, is literally money.

Third, how is your company dealing with consumables? A large part of offset printing includes chemicals, but that doesn’t mean there aren’t environmental options. If you’re using soy or vegetablebased lithographic inks or low-VOC (volatile organic compound) toners, celebrate it. Explain the benefits of soy-based inks, including how they’re believed to be easier to remove from paper during the recycling process.

Always be looking forward. As manufacturing processes have changed, many printers are using different solvents and cleaners, looking for more ecofriendly alternatives that are compatible with other inks. Additionally, take advantage of any opportunities to recycle. Many major toner and inkjet manufacturers offer a range of recycling programs to dispose of empty cartridges or equipment. Xerox, Ricoh, Epson and HP all have recycling programs to safely dispose of, recycle, or ‘up-cycle’ various consumables from some of their equipment. In many instances these firms will also

cover the cost of shipping or provide a prepaid return label as part of the package.

Finally, the industry relies on local partners and continues to implement sustainable practices to ensure their longevity. Many printers use local redemption centres to recycle plates, electronics and other equipment waste in environmentally conscious ways. Good business practices, such as utilizing services that offset carbon footprints, ensuring electricity comes from renewable sources, or implementing energy-efficient practices and equipment, also demonstrate how a company is eco-conscious.

Bottom line: “green” is rarely black and white. It comes in shades of grey. Marketers, graphic communications professionals and industry insiders know that print is not going away. We’re already an industry that’s environmentally responsible, recognizing that manufacturing and consumption requires that we become aware of the entire lifecycle of our products.

While organizations may attempt to go paperless, they should understand that e-waste is a growing concern – and that the printer they select can be part of the solution. With robust recycling programs, certifications and environmentally conscious practices, printers can compete and bust the current myths about print and paper.

Olivia Parker, B.Tech, MPC completed her Masters of Professional Communication in 2014 to complement her Bachelor of Technology (2013) from Graphic Communications Management at Ryerson. She presently is the Innovation & Support Specialist at Taylor Printing Group Inc. in Fredericton.

GRAPHIC ARTS MAGAZINE | November 2020 | 23

New Products

Faster, more versatile multifunction printers

A more efficient and intelligent label press

Epson’s new WorkForce Enterprise A3 multifunction printers (MFPs) for in-plant printing include three inkjet models with speeds of 60 ppm (WF-C20600), 75 ppm (WF-C20750) and 100 ppm (WF-C21000). Additional finishing capabilities – including improved stapling, stacking and hole punching – are available via a built-in professional staple finisher. Finishing speeds have been doubled compared to the preceding generation.

The booklet finisher is another new feature of these new devices. The Epson WorkForce Enterprise WF-C20600, for example, is compatible with Epson Remote Services, so users can easily monitor all print activity. Epson’s PrecisionCore print heads use piezoelectric actuators to mechanically fire ink through the nozzles, whereas conventional thermal inkjet printers use heat to boil the ink before firing. The print heads enable ink to meet the page more accurately and with less ink waste than traditional thermal inkjet competitors, Epson added. These features, in addition to their ability to accept a wide range of substrates, make these printers ideal for busy office environments. Epson WF-C20600 MFP

Domino’s new N730i Digital UV Inkjet Label Press is “the most significant new product we’ve launched since we started in the digital label press business,” said the OEM. The press adds a large number of new features including the Brother Bitstart 1,200 dpi piezo print head and automated Domino i-Tech (intelligent technology). These new technologies focus primarily on three areas: providing consistent print quality at high speeds, ease of use and maximum flexibility. The N730i is designed to print all jobs, including those with a ‘silk-screen-like’ white, at 230 ft/min. The Brother Bitstart print head can produce a droplet size of just 2.1 picolitres. In combination with other sizes, it yields exceptional reproduction – including fine fonts, microtext, sharper edges and smoother gradients. Domino’s i-Tech features are designed to measurably improve efficiency, use, function and reliability. For example, its i-Tech CleanCap2, an automated print head cleaning and capping system, reduces manual operator inter vention and waste. Several other major productivity and ease - of-use improvements have Domino N730i been built-in.

Digital UV Inkjet Label Press

More-automated toner-based digital presses

A 7-colour dye-sub printer that reduces workload

Canon’s new imagePress C10010VP and C9010VP toner-based digital colour presses offer enhanced automation and extensive media handling capabilities. Improved paper handling and registration helps users increase productivity. From their Ultrasonic Multi-Sheet Detection and Active Registration System, to their Inline Spectrophotometric Sensors and Multi DAT colour consistency technology, print environments of all sizes can meet tight deadlines and produce “brilliant output all with minimal effort.” The presses can print up to 90 ppm (imagePress C9010VP) and 100 ppm (imagePress C10010VP) of one-up images on letter-sized sheets, and up to 112 ppm (imagePress C10010VP) of two-up images on tabloid-sized sheets. As jobs become more complex with varying weights and coatings, Canon’s Dual Fixing technology helps to maximize production uptime while maintaining high image quality.

Equipped to now support up to 150 lb. cover (400 gsm) paper and optimized to handle several types of synthetic media, the imagePress C10010VP can easily produce value-added, highmargin work such as brochures, luxury business cards, signage, restaurant menus and more.

Mutoh America’s new 64” dye sublimation printer – the XpertJet 1682WR – is the latest addition to its line of wideformat printers. Paired with Mutoh's new DH21 dye sublimation ink, it “provides improved usability and reduces operational workload which will ensure high-quality prints, high production output, and user-friendly operation.” Mutoh’s standard staggered dual-head print head design provides exceptional print quality at high speeds. The XpertJet 1682WR is available in both 4-colour (CMYK) and 7-colour (CMYK, Lc,Lm,Lk,) ink configurations for DH21. The XpertJet platform includes new features specifically designed to enhance the user's experience, workflow, output quality and improve transport and printing of thinner papers. The device is ideal for outputting various types of dye-sublimation projects – including textiles, hard surfaces, personalized products, signage and more. Other new features include automatic bi-directional alignment with a built-in sensor that automatically calibrates printer alignment, LED warning indicators for each ink cartridge that show remaining ink levels, a pressure roller system that allows operators to manually select and engage individual pressure rollers to minimize cockling, and much more.

Canon imagePress C10010VP

Mutoh XpertJet 1682WR

24 | November 2020 | GRAPHIC ARTS MAGAZINE

graphicartsmag.com

SPONSORED SOLUTIONS Connecting Printers to New Products via Online Engagement A Hybrid Blend of New Product Promotion, Branding & Thought Leadership Introducing GAM’s New Sponsored Solutions Webcast Series – Connecting You to Specifically Identified Printers

How It Works

• GAM provides details and specifications for your new product demonstration / promotion campaign.

• You provide the information used in the live webcast presentation.

• GAM’s education team manages the webcast recording using a specifically designed platform and hosts the recordings.

• Your presentation is broadcast live. It is also recorded for distribution online via all of GAM’s channels.

• Marketing initiatives will drive printers to your new product promotion.

• Lead inquiries will be directed to your designated contact.

A Multi-Media Approach for Distributing Your New Product Webcast Session

• 360 Degree Video Tour of your Facilities (If based in GTA/Golden Horseshoe) • Hosted on GAM’s YouTube channel • Posted on GAM’s Twitter, LinkedIn and Facebook pages • Hosted / posted on the newly launched www.graphicartsmag.com • Included in one GAM’s e-news update to entice the community to engage.

• Included in one GAM printed edition – a half-page announcement with a link back to your video tour on our website.

TIPS FOR WEBCAST SUCCESS Webcast not to exceed 5 minutes in length Use a strong brand ambassador as your presenter Highlight unique product attributes Feature packaging details Focus on special offers Include your contact information

Contacts Companies beginning with letters A-M: Ryan Mulcahy | 289 500 8595 ryan@graphicartsmag.com Companies beginning with letters N-Z: Joe Mulcahy | 1(877) 513 3999 joe@graphicartsmag.com Secure Your Sponsored Solution Opportunity Today!

New Products

A perfect binder that can double productivity

A coater that boosts digital print quality

Standard Horizon’s BQ-500 Perfect Binder is designed for increased book-of-one productivity, increased automation and increased quality control over a wider range of substrates.

In a variable range of +/- 5 mm, the BQ-500 can reach production speeds of up to 800 books per hour that’s “almost double the productivity of other binders in this range,” said Standard.

It features interchangeable EVA and PUR glue tanks with a new and improved tank removal process for cleaner and easier tank changeovers. It’s also the first perfect binder with iCE LINK, a new cloud-based monitoring tool that can also handle KPI analysis, PM schedule and alerts, JDF/JMF workflow, scheduling, job creation, editing and more. The BQ-500 can run inline with Standard’s HT-300 Three-Side Trimmer, also released this year, for seamless book production. The HT-300, said the OEM, offers higher productivity and more versatility compared to comparable trimmers due to a rotary table in the trim section that enables three-sided trimming as well as finishing in a variety of shapes.

Contiweb’s Variable Coater (VC) is a digital priming and over-print varnish applicator developed to boost product quality and reduce costs of paper in digital printing. Compatible with leading high-end web inkjet presses, the VC elevates the quality of digital print to match offset, said the OEM. It was developed to accommodate standard offset papers – even those with high-ink coverage. The new coater delivers cost savings in numerous ways. The system’s expanded range of paper (as a result of the precise amount of priming per side, combined with the improved print quality of primed paper), also means that printers can move more jobs from offset to digital – so jobs requiring high ink coverage will not need to be printed offset. The VC also allows for variable web coverage, so printers only need to use what’s required, resulting in about 15% less priming or coating usage. Its web width can be changed with a quick production stop, and without any need to exchange parts.

The VC also allows ‘recipes’ to be stored and used again as required.

Contiweb Variable Coater

Standard Horizon BQ-500 Perfect Binder

A digital press with several new core technologies The Xeikon SX30000 Digital Press, based on new Sirius technology, is a dry-toner, single-pass duplex device. Every Sirius component has been designed to maximize print quality, performance, sustainability, application range and reduce total cost of ownership. Several core technologies include a new-generation jumbo unwinder with full connectivity, a new print-media conditioning module (PMC), substrate versatility (including coated and uncoated offset papers and thin or heavy weights), fast start-ups and reduced waste, 1,200 dpi 4 bps native resolution, speeds up to 30 m/min., 508 mm/20.3” imaging width, and a new generation developer unit guaranteeing colour consistency and density at high coverage. It requires no substrate pre-treatment, has a patented cross-flow cooling drum for uniform cooling of substrates, a Quality Measurement Module (QMM) for closed-loop quality management based on built-in spectrophotometers and registration cameras, a Web Finishing Module (WFM) that improves scratch resistance of the print for better finishing, a new generation jumbo rewinder with full connectivity, and much more.

Xeikon SX30000 Digital Press

26 | November 2020 | GRAPHIC ARTS MAGAZINE

A coder for more cost-effective inkjet printing Markem Imaje’s new 9330 Coder for high-quality, high-speed cost-effective product coding is easy to operate and can adapt quickly as production increases. Intended for a wide range of industries, it offers IP55 protection, making it ideal for many applications, including food and beverage markets.

Its automatic print head cleaning system makes start-up simple. All operators need to do is plug it in and start printing.

This makes the coder particularly useful for seasonal production.

Intelli’Swap design makes changing the all-in-one ink circuit simple – it can be done in less than six minutes without spillage or waste. The 9330 can normally print more than 8,000 hours before needing maintenance. Its Intelli’Ink technology ensures optimal coding by maximizing ink suitability for the packaging.

The technology automatically adjusts ink pressure: a jet speed sensor detects the speed of specially charged ink drops between each print. A control loop then adapts the speed to ensure ideal drop placement, print quality and coding consistency.

Markem Imaje 9330 Coder

graphicartsmag.com

Get more productivity out of your staff Do you have a creative employee who is always coming up with “outside the box” ideas but when it comes to writing a report, reading copy or spelling they fall short?

This may be a sign of a learning challenge.

The government funds programs for employers who are willing to send their employee for training to improve their skills.

If you would like to hear more about this program call us today at 905-853-3363 Let’s make everyone more productive to enhance your bottom line!

If learning is a problem... we have a solution.

Call 905-853-3363

learningability.org

#1 in #1 QUA in PR LITY ICE

Adver - Flags

Licensed and certified Davis facilitator TM

17–17817 Leslie St. Newmarket, ON L3Y 3C8

MORE NEWS MORE OFTEN

Custom Printing Patent Pending Installation System

Made in Canada 3-4 Day Turnaround

37”

44.5”

GR OP AND EN ING

6’

22”

9.5’

11’

GRAND OPENING

9.5’

GRAND OPENING

37.5” 8’

GR OP AND EN ING

TRADE PRICING

GRAND OPENING

16’

27”

Canamex Promotions 68 Centennial Road Unit 3 Orangeville ON L9W 1P9

1-800-266-6674 canamexpromotions.com canamex.promotions@bellnet.ca

BY 7 AM DAILY at

graphicartsmag.com

Column

"Leadership by example is the only kind of real leadership.

Everything else is dictatorship."

- Albert Emerson

“[A leader is] anyone who takes responsibility for finding the potential in people and processes and who has the courage to develop that potential.”

"The ultimate measure of a man is not where he stands in moments of comfort, but where he stands at times of challenge and controversy."

- Brené Brown

- Martin Luther King Jr

The Essential 5: Leadership You may work for, or have worked for, excellent leaders. You may work for, or have worked for, those who seem to possess the qualities of anything but a leader. Being an effective leader is not an easy job, but one thing is for certain: leadership is an ongoing process of learning.

Strong leadership requires learning through the successes and failures of your own actions and of the actions of those around you. Whether in-person or in books, blogs, or podcasts, leaders can choose the path of humility and growth, admitting that they don’t know it all and that they’re open to continuously learning. Here are five resources about the important topic of leadership in the graphic communications industry and beyond.

1 . Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity by Kim Scott, 2019 [book] - This book is an excellent resource that helps leaders create organizational climates to speak honestly, openly, and candidly to members of their organization. The author explains that being a radically candid boss means both caring personally for your team and challenging them directly. This often difficult-to-strike balance is built on a strong foundation of trust that Scott helps leaders navigate and implement in her book.

2 . The Infinite Game by Simon Sinek, 2019 [book] - Simon Sinek is famous in business leadership circles for his previous books, Start With Why and Leaders Eat Last, as well as his

28 | November 2020 | GRAPHIC ARTS MAGAZINE

widely-viewed TED Talks about leadership. What I appreciate most about his newest book, The Infinite Game, is that he views leadership through the lens of the never-ending ‘game’ that is business and life. Infinite games have no winners or losers (and opponents change frequently). Rules often don’t exist, or if they do, they’re open to interpretation. Sinek provides five elements that leaders needed to succeed in playing the infinite game.

3 . CultureAmp’s "People Geeks" [email list] - I receive a lot of uninspiring emails (and I suspect you do too). One of the few email lists I subscribe to is called “People Geeks” from CultureAmp and their emails truly get me jazzedup. CultureAmp is a platform to help companies poll their employees so they can put ‘culture first’ in organizations.

As an extension of their brand, CultureAmp creates and curates top-notch content about leading people-centered organizations, tackling everything from successful work-from-home strategies, to helping teams to work effectively together, to helping employees in mental health crises. This email, curated weekly, packs a leadership punch and I highly recommend it.

4 . Harvard Business Review [Instagram] - Harvard Business Review is a longstanding publisher in the area of business leadership. Their Instagram account aims in ‘improving the practice of management’ and it’s an excellent example of beautifully designed and

curated images, paired with insightful nuggets of information about leadership as it applies to a variety of industries.

Started in 2016, this account takes complex ideas contained in business management studies and makes them consumable and actionable.

5 . The $100 MBA Show, hosted by Omar Zenhom [podcast] - With over 1500 episodes to date, you could spend hours and hours (and days!) exploring actionable content from successful entrepreneurs. This podcast was awarded an iTunes Best of 2014 podcast and it aims to share stories and business lessons to help leaders grow successful businesses. Topics range from how to create demo videos for your products on YouTube, to differentiation strategies, to low cost ideas to boost team morale.

Start by checking out episode #1438: How a Simple "THANK YOU" Can Make You a Better Leader.

There you have it! Five excellent resources that will help you question and reexamine what it means to be a strong leader.

Seeking out opportunities for continuous learning and being open to improvement show that you’re already one step ahead in leadership circles. From me to you, here’s an essential high five!

Diana Varma is a Lecturer at the School of Graphic Communications Management (GCM) and the Master of Digital Media (MDM) program at Ryerson University.

She also hosts a podcast called Talk, Paper, Scissors. www.talkpaperscissors.info

graphicartsmag.com

We have moved

Printing Company

MORE NEWS MORE OFTEN

Tel: 416.787.3233, 416.783.8562 Fax: 416.783.9817 Email: info@hecopy.com

CUSTOM LABELS

• Flexo 1 to 6 colours, 150 line process • U.V. varnish, laminating, foil stamping • Numbering front and back • Rolls, sheets, fan folded • Up to 5 years outdoor fade resistance • Rush orders available

DIGITAL PRINTING

• Full colour variable data printing • Consecutive numbering • Bar codes • 72 hour delivery available

TRADE SERVICES

• On time • No cost drop shipments • Ship exact quantities ordered

New Address

65 Torbarrie Road, North York , M3L 1G5

for all your printing needs

ricing titive P Compe nal Service tio Excep rnaround Fast Tu

OFFSET PRINTING - DIGITAL COPYING COMPLETE BINDERY

Mitsubishi Diamond 3000LS - 6 colour + AQ Komori 28 x 40 - 6 colour + AQ Hewlett Packard Indigo Press 5000 Heidelberg Quickmaster Di - 4 Colour

COMPLETE IN HOUSE DIGITAL & BINDERY SERVICES!

FOR TRADE QUOTES:

T: 1-800-565-2235 or 905-681-7070 F: 1-800-837-8683 or 905-681-7072

quotes@teckmark.com • www.teckmark.com

       

Heidelberg B30 Folders w/2 right angles Polar Programmable Cutters Heidelberg Platen Press Heidelberg Cylinder 22x33 Muller Martini 6 Pocket Stitcher Wiro and Spiral Binding Machines Konica Minolta Bizhub C1060 Xerox 4112 B/W Copier

BY 7 AM DAILY at

graphicartsmag.com

Column

Printed newsletters: Showcase creativity with basic principles to retain clients and attract new leads In the past several months we’ve highlighted the enduring efficiency and high engagement of printed newsletters versus online messages that arrive in your inbox. Here’s a review of some of the points we made: • According to several online searches, email newsletters can average clickthrough rates from .5% up to 1.6%.

However, a printed direct mail newsletter can generate a 3% to 5% response rate.

Mailchimp pegs the average clickthrough rate for all emails across all industries at 2.62%.

• Email marketing has a small “opening window” that begins to plummet after the first hour of sending.

• With most people spending the majority of their days at home, receiving a direct mail piece or a printed newsletter is a huge advantage for any print shop – particularly at a time when possible customers are becoming tired of television and being online each and every day.

• Direct mail’s physical nature also means that it’s likely to stay around in the home for longer – 17 days according to the Royal Mail study The Private Life of Mail. What’s more, direct mail has a perceived value and importance that virtual media simply doesn’t.

• Every commercial printer should utilize variable data printing (VDP). Do you have a targeted mailing list? Are you using it? While response rates for most non-personalized direct mail pieces average from 1% to 2%, personalized pieces (depending on the audience and the degree of personalization), can boost response rates up to 600% more!

• Studies show that about 66% of consumers here and in the U.S. have purchased a product because of direct

30 | November 2020 | GRAPHIC ARTS MAGAZINE

mail. Printed newsletters are no exception. Today, successful business owners are revisiting this powerful and tangible marketing tool.

Now while all these are important considerations, creativity can be another deciding factor in boosting response rates. A printed newsletter opens up numerous opportunities to showcase your shop’s design expertise and creativity, in addition to the quality of the actual printed piece itself. Here are some suggestions.

Bright colours and bold text make for clear, impactful messaging. Correct use of colour can make the difference between connecting your text and design effectively or having a mediocre message that feels unrelated to the piece. Your text should be as bold as the colours and images you choose.

Text should be proactive instead of passive, and convey excitement. Use attention-grabbing language and make sure your message is short and clear.

Uniqueness. The more unique your piece, the more likely it’s going to stand out and be remembered. This can often be accomplished with non-traditional use of colours as well as unusual imagery.

Coupons and special offers. Many successful marketers have several coupons that feature a variety of offers

– from percentages off a particular product to a specific dollar amount off an entire purchase. By providing multiple coupons, you increase the likelihood of one of your customers or prospects making a purchase.

Gift and loyalty cards. Another unique way to stand out from your competitors is to offer something tangible. For example, potential clients are more likely to take advantage of an offer if they have something tangible, like a gift card or discount loyalty card, that they can cut out, keep, and use to save money on their next purchase with you.

Special Invitations. Always give the impression that your shop is up and running and is a going concern during this pandemic. Hold an in-person meet and greet with free printed samples, a reopening celebration, or even an open house – while of course following all local health and safety protocols.

Here’s the bottom line: printed newsletters reflect your professionalism and a commitment to your clients and potential customers that’s almost impossible to convey with e-newsletters on a computer screen.

Finally, if you feel you don't have the time or the staff to create a professionally designed and engaging newsletter each month, we can definitely help. Please be sure to read the next page.

graphicartsmag.com

Direct Mail Made Easy!

Simply...

1. DOWNLOAD

2. CUSTOMIZE

3. PRINT!

Are you too busy taking care of your customers’ printed marketing needs that you’re neglecting your own? Make it easier on yourself with monthly, ready-to-print direct mail content made exclusively for Canadian print shops by Graphic Arts Magazine.

Features and Benefits • Fully Customizable and Ready-To-Print • Engaging and Relevant Content Created by a Professional Copywriter • Four Page, Full-Colour Newsletter Format • Allows You to Connect with your Key Customers Every Month Spend more time selling print and less time in production by promoting your products and services with these helpful, engaging, professionally designed, written, and easily customizable direct marketing newsletters.

Visit our website at www.graphicartsmag.com/dm.html to learn more about this helpful new service, available from Graphic Arts Magazine in 2020.

Equipment Failure? blowers

List of advertisers

We service

• compressors • vacuum pumps

Loaner compressors / pumps available 24-hour service Authorized O.E.M. Recommended Lubricants Specialist in Printing Equipment Repair

AGFA

6

Kallima 35

AIIM 15

Learning Ability

17, 27

AM Transport

32

Love Paper

19

APP Canada

17

Marketing Ideas For Printers

32

BannersTwoGo 27

Pinnacle Litho

29

Buskro 17

Ricoh 21

Canamex Promotions

SinaLite 5

DURABILT PUMP SERVICES INC.

TEL: 416-293-9151 • FAX: 416-293-5359

AM.

TRANSPORT

We’ll save you time and money Specializing in serving the printing industry 24/7, responsive, reliable, economical 5-tons, tandems, power tailgates Services: Direct, Rush, Same Day

Tel: 416-525-5132

HELPING YOU SELL MORE PRINTING!

27

DDL 22

Specialties Graphic Finishers

9

Delphax 2

Standard Finishing Systems

12

Durabilt Pump

32

Teckmark 29

H E Printing

29

Yul Technologies

WEBSITES | MIS | MARKETING

MarketingIdeasForPrinters.com | 800-736-0688

More news more often BY 7 AM EVERY WEEKDAY at graphicartsmag.com 32 | November 2020 | GRAPHIC ARTS MAGAZINE

33

When making submissions, please forward to the following email addresses: ADS ads@graphicartsmag.com NEWS tony@graphicartsmag.com CLASSIFIED classified@graphicartsmag.com ARTICLES articles@graphicartsmag.com INSTALLATIONS tony@graphicartsmag.com SUBSCRIPTIONS circ@graphicartsmag.com

graphicartsmag.com

Classified

FOR SALE

FOR SALE

Imagesetter and Processor with spare imagesetter and processor. Being used presently however converting to CTP. $750.00 ONO. Contact Tony at Print Shop Ltd. (709) 368-2561.

High Water Python 74-BV30-IEC Computerto-Plate Equipment with MIPR512 Computer System; S/N: PY612; Year 2009; Asking $2,500 • Tel.: (855) 729-0029

EMPLOYMENT OPPORTUNITY Printer’s Parts & Equipment, established 1973, is looking for a results-driven sales representative to actively seek out and engage customer prospects. PP&E has an extensive product line that makes it easy for representatives to perform and maximize revenues. Industry experience, and car is required to visit prospects and customers.

Please apply in confidence to info@printersparts.com.

Printing Company For Sale Established in 1991, this established company is located in Northern BC. It serves its loyal client base by offering both offset and digital services. Business has low overhead and a huge potential for growth. Only reason for sale is due to the death of a part owner. For serious inquiries, please give us a call at 250-261-2469.

Generate qualified leads for your business

FOR SALE Printing Company for Sale This established company is located in North Bay, Ontario.

It serves a loyal client base by offering both 4 colour offset and digital services. Building and equipment included for a reasonable price. Staff would like to continue employment. Business has low overhead and the potential for growth. Reason for sale is owner retirement. Business has been in operation for over 50 years.

For serious inquiries txt : 705–493-1045

We can help!

Call publisher Joe Mulcahy

1-877-513-3999

WANTED URGENTLY FOR EXPORT

KORD, SORDZ, SM-72-V Any model Heidelberg presses or

Any surplus printing machines,

Polar Guillotines & Binding, Finishing Equipment. Top prices paid$$$$$$$$ Any model, immediate decision

E-Mail: gr_trade@hotmail.com

Call- 416 824 0236, 647 835 6224 Fax-905 450 2748

@graphicarts

GRAPHIC ARTS MAGAZINE | November 2020 | 33

Column

Interactive print: Reshaping possibilities of customer experience Whether or not you were accustomed to working from home prior to the pandemic, behaviours began to shift when it became our new normal. Our consumer expectations, fuelled by seamless customer experiences delivered by the likes of Amazon and Netflix, encroached on what we expected from a business transaction. Add on distractions from kids, pets, spouses and partners, and the results are usually five second attention spans – and demand for selfserve, highly intuitive, hyper-personalized transactions. Customers expect – and will pay more for – excellent customer service 24/7, regardless the size of their job. More and more expect an app/portal where they can check the status of their job, place orders and track delivery or past orders. They’re four times more likely to jump to the competition when a problem is service-related, instead of product or price-related – or if they feel poorly treated.

Providing a quality and uniform omnichannel experience also must embrace print to seamlessly blend the offline physical world with our online digital one – increasing brand awareness, loyalty and wallet-share. Interactive print solutions like QR codes, artificial intelligence (AI), augmented reality (AR) and virtual reality (VR), help achieve this by triggering the sense of touch, smell, sight and sound – as customers discover your products and services in exciting new ways. Not only do these technologies literally bring print to life, they deliver long-lasting, memorable and sensory experiences that drive conversion rates.

Whereas AI is oriented around data, the others are designed to deliver an immersive customer experience. When the smartphone boom occurred circa 2009, AR began to take off. Now, many companies in many industries are either testing or using AR systems (including Boeing, DHL, Ikea, and Lego) to immerse customers in an interactive experience that pops

34 | November 2020 | GRAPHIC ARTS MAGAZINE

off the printed page and facilitates the buying decision. Print providers have also begun rolling out VR products, such as Ricoh’s THETA, which allows you to capture a 360-degree image to generate a VR experience.

According to Dragana Pavlovic, Senior Vice President of the Global Development Group at Xerox, print providers are discovering that the most profitable new revenue streams to come from having artificial intelligence, stem from reactive and limited memory AI technologies.

Technologies that learn by being reactive can make decisions based on all available data. Bridging analogue and digital worlds captures buyer attention for a longer period of time, eases call-centre and customer service workloads, and nets rich, valuable data that can be used to deliver a hyper-personalized experience.

QR codes, for example, make it easy to drive customers to personalized landing pages, surveys, videos, contact information, featured promos and more – without having to navigate through website menus and sub-menus. Adding AR and VR elements helps keep them there. QR codes were first developed in 1994 by Denso to streamline operations in Japan’s automotive industry. They weren’t introduced to the U.S. until 2010, when the first QR scanner app was released for mobile devices. In 2015, QR codes were revived by messaging app Snapchat to add friends as well as unlock filters, lenses and more. Unlike the first QR codes, which were platformdependent, today you can simply point your smartphone at one for it to launch – another reason for their current resurgence in popularity.

SmartLabel, created by the Trading Partner Alliance (TPA), addresses supply chain efficiency issues, the application of information technology, the adoption of environmentally-friendly business practices, and other issues of importance to consumers. It provides detailed information

about food, beverages, over-the-counter products and more – using QR codes right on the packaging – that can be easily scanned by any smartphone, computer or tablet. In the wake of Coronavirus, restaurants have been embracing QR technology to provide touchless menus as they’re allowed to reopen for dine-in patrons.

The more you understand who you help and how, the more you can channel the power of artificial intelligence, virtual reality, augmented reality and print – and speed up the prospect of a better customer journey. From uploading contact details directly into your CRM by scanning a QR code on a business card, to delivering virtual experiences through printed direct mail, catalogues, magazines (even floor and wall graphics), interactive print is making it possible to seamlessly interact between physical and digital worlds to reshape and enhance the customer experience – whether it’s in the kitchen or the boardroom.

Joanne Gore is a B2B marketer who’s passionate about print and has spent the last three decades helping companies maximize their marketing and communications efforts. Founder of Joanne Gore Communications, she helps companies tell their story to a new generation of print and business buyers.

Email: joanne@joannegorecommunications.com Follow her on Twitter: @joannegore121

graphicartsmag.com

Designed to meet your clients’ printing and finishing needs, the only 3-ply paperboard made in North America is the perfect canvas for consistent printability, reliable runnability and vivid visuals. It’s the smart way to save time and money.

Innovative paperboard. Attentive people.

1 800 411-7011

Kallimapaper.com

MAGAZINE

GRAPHIC ARTS Many thanks to the generous supporters of this issue