Large Opportunities
The wide-format printing sector continues to take new and creative forms. From vying technologies to end-user applications, nothing can be taken for granted in this market. According to InfoTrends, "Understanding the wide-format market takes focus and expertise because it now has three distinct segments, namely technical (which includes architectural, engineering and construction documents), production (posters, signs and banners) and creative (prepress, photography and fine art printing)."
And there are many companies that understand this process. For instance, take Darien, Wisconsin-based Convert-all. The company is a synthetic paper (plastic film) coater and laminator that produces top-coated films for aqueous, solvent and UV-cured print methods, as well as adhesive-backed versions using permanent, removable and repositionable adhesives, said Tara Starck, product manager.
Lawrence, Massachusetts-based Graphic Litho can produce a maximum size of 54x77", six colors, plus thin film lamination, press varnish or aqueous coating, commented Ralph E. Wilbur, president. The company also manufactures a lot of wall maps, growth charts, posters and store signage.
In relation to equipment, his company recently added a six-color 54x77" offset press capable of printing 6,000 sheets per hour.
Brent McKinnon, president of Muskegon, Michigan-based Graphics House Imaging (the wide-format division of Graphics House companies), observed high production rates in decals, banners, fabrics, rigid products for point-of-purchase, fleet, building wraps, etc.
When asked what his company's capabilities included, McKinnon responded, "[Our maximum] offset sheet is 28x40", five-color + UV coat; digital presses; Scitex solvent 10' and 16' press eight-color; L&P Flatbed 48x96" or roll to roll four-color Uvink; HP L6650 Latex Printer six-color 104" wide; HP TJ8550 six-color 64x144" Sheet size UV ink; Canon 44" Aqueous inkjet; Roland 64" six-color eco-solvent ink; Brother DTG—aqueous ink for apparel decorating four-color; and prints can be finished with film or ran through 72" UV coater."
The latest printer Graphics House Imaging installed was the 104" Latex printer. "It offers instant curing versus out gassing that comes with solvent prints so that speeds up the time to the laminator," he noted. "It also plays well with the green movement. Our investment into print finishing has exceeded print equipment in the last 12 months faster finishing and more finishing options are where the separation comes in."
McKinnon elaborated on the wave to go green, citing it as a hot trend in the wide-format sector. Its UV and latex printers, therefore, strongly position the company for continued growth.
Though the technologies are improving the industry, there are certain misconceptions associated with wide-format printing. McKinnon believes inkjet is still too vaguely used. "To this day, uneducated buyers of print recall there are aqueous-based desktop inkjet prints the same as production inkjet. Inkjet is a process. Ink is entirely different," he urged.
Growing Concerns
There is no doubt about it, wide-format is a growing market. But that doesn't mean it isn't impacted by current financial conditions. Wilbur noticed wide-format is following the earlier European trend toward large indoor and outdoor signage. Yet as the trend continues, "it is at a slower rate due to the economic conditions."
McKinnon agreed. He acknowledged the growth of the wide-format sector, but said, margins are dropping and so are the number of companies offering print. "If you purchase an entry level press with no additional equipment, be prepared to have lots of competition. The more you can do to the print, the more valuable it will be," he said. "Today, every major player has a printer. It's not uncommon for someone to walk in with a 10 dollar print from a big box store to have it finished. Most people in the graphics business don't really want to invest in a printer to sell 10 dollar one off posters. The large corporations are fine with that so be prepared to offer something different. You don't want to compete in a 'me, too' market."
He explained what it takes to make a poster profitable. McKinnon emphasized equipment and overhead, noting many are looking to get into the business of wide-format as an add-on to existing services. People don't want to tell customers they are incapable of producing a product and send the business to another company.
"In this economy, you can't say 'no.' The need doesn't disappear, it just goes elsewhere. If you can't justify a printer, find a good wholesaler. A good wholesaler also is important if you have an entry-level press. There will be needs for production runs that don't make economic sense off entry-level equipment," he explained.
So what type of advice do these men have for novice distributors? Wilbur said it is necessary to understand which production process—digital or offset—will get the project done more efficiently and competitively.
McKinnon mentioned additional equipment and buildouts are often missed when considering wide-format. "More powerful computers, rips, additional or different color management and finishing equipment [are needed]. Skilled operators make the difference in a press' life and quality of output," he said. "With much of the equipment, electrical requirements and climate-sensitive rooms can really add cost."
Despite all the potential positives, proceed with caution before delving into the wide-format sector. But don't wait too long—you just might miss out on the largest opportunity of a lifetime.