Catch Up to Commercial Print Trends

Online ordering, online proofing and variable data bring newness to commercial printing products.

Identifying what is new in the commercial printing arena can be a difficult task.

As a product niche that covers everything from splashy marketing brochures and booklets to image-heavy point-of-purchase displays and postcards, commercial printing is typically versatile and often looks new with every application.

But, there is a significant change occurring in commercial printing that brings newness to high-quality product production.

Quick and Easy

According to Terry Richards, president of Victor Printing, Sharon, Pa., the newest trends in commercial printing products are how they're ordered, how they're proofed and the variable data they contain.

"We're seeing a lot more online ordering with the use of templates, as well as online proofing, which offers speed and ease to end-users," said Richards. "We're also seeing an increase in variable data printing, which is a marketing trend that brings end-users closer to customers."

Richards added that online ordering and proofing quickens the sales cycle and eliminates composition issues. "It lets end-users set their own variable areas without involving outside people who could easily make an error," he explained.

Currently, Victor Printing works with banks that enter specific teller numbers for certain products via online ordering. "We also have a half-dozen companies promoting various specials that require different types of postcards, which they order via custom Web sites," added Richards.

As a result of this new technology, Dan Pocrnick, national/regional account representative at Denver-based Adams McClure, an Ennis subsidiary, said that he is seeing an increase in shorter run lengths and quicker deadlines. "On-demand printing or just-in-time printing is gaining momentum, and commercial printers are positioning themselves to compete against full-size and digital equipment," said Pocrnick. "The reason for this is that dollars can be reinvested into other areas instead of inventory. Also, these new techniques allow for customized products, which results in more effective marketing that can change directions quickly. Target-based marketing as a whole has grown in popularity due to better results and revenue."