Short runs get to market faster than ever, thanks to efficient workflows and knowledgeable distributors.
Which came first—the customer demand for quick turnaround times or the equipment technology that makes it possible?
While the question is debatable, the upshot is clear. Short runs of process color work are a dominant trend in commercial printing. From a few days to as few as 24 hours after proof approval, orders for brochures, postcards, marketing collateral, rack cards, books and booklets in quantities of between 250 and 20,000 pieces are being printed, packed and shipped.
Columbus, Kansas-based Midwest Color Graphics advertises typical production schedules of two to three days for pre-press and four to six days for printing. "We're currently operating in an eight- to 10-working-day environment, and we're constantly improving," said Vice President Chris Green. "In the future, I feel that we'll need to turn jobs around in five to six working days."
Proofing Goes Electronic
Green acknowledged that the proofing end of the business remains the greatest foil to rapid turnarounds. "Sixty percent of my customers are opting to not have a color proof sent to them," he observed. "This cuts out two or three working days from jobs." He added that most of his jobs come in on disk all ready to go—with no typesetting or designing required——along with some type of hard copy, perhaps a laser color proof or an image that comes via an FTP site or e-mail.
At Timbertech, Harbor Springs, Mich., General Manager Karl Kresin explained that depending on the relationship he has with the distributor and how well that distributor communicates the customers' expectations, proof approval is waived. "We still do a flight check to make sure that it matches the hard copy that was submitted. The more go-by the distributor can give us when we waive a proof, the better," he added. "I'd say that for half of the jobs we run, there is a signed proof waiver." The orders then ship within five to seven days, unless rush service is required, which means they are then out of the door in as few as 24 hours.
Equipment Is Key
It used to be that customers had to order large quantities to get decent pricing. Now, new production equipment is allowing for better pricing on smaller orders. "For various reasons, people are just not ordering the quantities that they used to," said Kresin. "The tendency now is to place orders for 1,000 pieces at a time and repeat the job each month. And, it isn't as if there are some changes being made; it is the exact same piece."
Equipment is also what enables manufacturers to get these smaller orders to market faster. Direct to plate capabilities and automatic plate mounting are crucial for manufacturers competing in the short-run, quick turnaround market.
They are also investing in presses that significantly reduce production times. Timbertech purchased a five-color Hamada press with an inline aqueous coater that requires very little set-up time. "We saw it in action at a printing equipment show, and the operators had finished pieces rolling off the other end in minutes," said Kresin.
At Midwest Color Graphics, the Creo Scitex Imager makes the plates as well as the digital proofs, so the proofs are calibrated to the presses. (Green explained that with offline proofs created on systems that are not making the plate, it is possible to have a successful transfer to the imager for the proofing, but when transferring to the platemaker, font conflicts and other types of problem can arise.) The company also recently purchased a five-color 2129 Heidelberg Speedmaster plus coater that has enhanced service and turnaround times.
Expect the Unexpected
Kresin pointed out that even though the quantities are smaller, manufacturers still have to invest just as much time in pre-press, so keeping up to date with all of the new software hitting the market is essential. "We still deal with postscript code in pre-press, and we tell our customers that we cannot accept anything that isn't a professional desktop publishing application," he said. For example, Kresin explained that in a situation where an end-user goes into Microsoft Word, pulls in some graphics and hits the color palette, the file doesn't communicate properly when he goes to output it to his rip unit.
Things Are Changing
According to Green, approximately 50 percent of Midwest Color Graphics' jobs now come in on disk. The rest are starting to be sent via the ftp site in pdf format, which eliminates pre-press problems. "A pdf file normally pre-flights the job, so if there are any problems, the distributor knows it ahead of time," he said. In some cases, the company may convert a file into a pdf and then send a pdf proof via the Internet so that the customer can view it. "We're seeing a real trend toward this method of proof approval," he said.
Both Kresin and Green agreed that the biggest problems for distributors are pre-press issues, and they stressed the importance of knowing what is on any disks they are submitting and what the manufacturers' requirements are.
Green also noted that file snafus require hands-on intervention, something that can't be done over long distances by manufacturers. Unless the end-user has someone responsible for this project facet, successful distributors will learn how to do some of their own troubleshooting or will hire someone locally to handle it. Although, with so many people owning home computers and gaining experience with file building, file problems are declining. Still, he stressed that there are enough problems going around to complicate matters.
Many people who don't understand the printing end of the project and have no knowledge of bleeds or trapping are building files. There are also files being created in Microsoft Publisher and Word—two programs meant for output to low-resolution printers. "We get a Word or Publisher program in here three to five times a week," said Green, "but we're still fairly successful in making those programs work."
Green noted that in the past, when computer prices were prohibitive and end-users were employing graphic artists, quality was a top priority. Now, more end-users are doing work once performed by experienced professionals, despite varying degrees of quality. "Interestingly, the priority has shifted from quality to quicker turnarounds," he said.
Kresin also reported an increasing number of non-professionals who are performing their own design work with results that are, well, unique.
Helpful Hints
Commercial printing is very subjective. "It's critical that distributors tell us exactly what customers have in mind," said Kresin. Recently, he stopped a press run when he noticed that images in a catalog were appearing too dark and contacted the distributor, who assured him that it was a lot better than what the customer was currently using. "You don't want to delay a job over quality issues that are not a concern for the customer, but neither do you want to ship a job that isn't going to satisfy expectations simply to meet a deadline," he said.
Green encouraged distributors new to commercial printing to learn as much printing terminology as they can. "For instance, they need to understand the difference between rgb and cmyk, and know what bleeds are on a page," he said. "When taking orders, they should try to stay within the same guidelines that all printers want to follow because of their paper and press sizes. This is where the best values are going to be."
By Maggie DeWitt
- People:
- Chris Green
- Karl Kresin