No Rest for the Weary
With the passing of another year, less-than-optimistic predictions continue to plague the forms sector. How often do we hear industry experts refer to printed forms as “a dying breed?” Yes, Print Professional’s annual Top 100 Manufacturers issue last October revealed a slight decline in forms sales with reported figures of $931 million compared to $1.08 billion in 2006. Nevertheless, paper-based forms had—and still have—the strongest presence in the entire printed-products market. In 2007, forms comprised 34.5 percent of the total $2.97 billion annual sales listed for the printing industry as a whole. Labels and tags were the closest competitors, making up only 18.8 percent of the total figures, proving forms have a lot of fight left.
Print suppliers are currently excited about their working ideas, and are already increasing profits through their creative efforts. Datatel Resources, Monaca, Pa., has a rich history of producing long-run custom forms, but over the last several years, the company has developed a strong expertise in the production of 50" jumbo rolls pre-printed for data processing and direct marketing applications, noted Allen Simon, president. To maximize the quality of its jumbo rolls, Datatel Resources offers several features and services, including computerized video-web monitoring, inter-stage UV and customized roll packaging. One-hundred percent clean, splice-free rolls are also available upon request.
Furthermore, the company recently made changes to its production workflow. “Datatel has expanded our traditional printed jumbo roll capabilities so that we can produce 18x11" documents, 2"-wide, across a 361⁄2" press. This allows us to produce a full truckload of printed product in less than 24 hours,” said Simon.
He mentioned Datatel Resources recently secured the most up-to-date, in-house digital workflow technologies to process copy and provide electronic and digital proofing. For instance, the new system boasts increased speed and control, and enables PDF proofs to be processed the same day printable files are received.
Headquartered in Midlothian, Texas, Ennis has added integrated equipment into its Chatham, Va., facility, and an envelope converting machine in its division at Block Graphics, located in Portland, Ore., said Steven Osterloh, director of marketing.
Although Osterloh couldn’t reveal additional information on the machinery, he was able to discuss some of Ennis’ niche and speciality products. He believes growth will ultimately come from value-added items, including variable data, barcodes, integrated products, and by “turning the ‘basic form’ into a marketing, sales and data movement vehicle.”
Last year, Ennis announced the formation of a national brand for integrated products that is already showing a high ROI. “This brand, Enfusion, incorporates capabilities from five of our manufacturing locations strategically located throughout the United States,” Osterloh explained. “Enfusion sales for 2007 were up 65 percent over prior years’ sales. Enfusion products are traditional forms products with added features such as labels, cards and magnets, which are in high demand.”
In addition, the company launched its Uncompromised line of secure checks in 2007. These software-compatible checks showcase thermochromic ink and toner adhesion paper, with quantities starting at 250, Osterloh commented. He went on to say, “Uncompromised [provides] security features previously offered only on the more expensive and highest-security custom checks.”
Newtown, Fredericksburg, Va., is another supplier finding success with printed forms, and it refuses to relinquish its selling power to skeptics. “Newtown has always focused, and will continue focusing, on selling our core products, including continuous forms, ... unit sets, laser cut sheets and integrated products,” said Gwynne Brown, sales and marketing manager. “Our sister plant [CRW Graphics, Pennsauken, N.J.] produces a myriad of commercial products, which complements our business forms product line.” Brown did, however, acknowledge the decline in continuous forms, but said, as one of Newtown’s core products, it nevertheless remains a best seller for the company.
High Demand at ON DEMAND
At press time, the ON DEMAND Exposition & Conference in Boston was days away from opening to the public, and in preparation, InfoTrends analysts disclosed key developments for the market, likely to manifest later this year. High-speed, high-volume roll-fed inkjet product roll-outs are expected to be huge in 2008. Consequently, they predicted this will impact “cut-sheet digital and offset volumes as the speed, productivity, quality, media latitude and cost-of-operation of this new generation of products gains the attention of print service providers.”
In line with InfoTrends’ forecasts, Datatel Resources is experiencing growth in laser cut sheets. Simon attributed this to the company’s investment in UV-printing technologies to ensure cured products.
Similarly, Brown observed the shift to laser cut sheets or plain stock paper. As a result, Newtown purchased a six-color Diddie press with online shrink wrapping, enabling its laser cut sheets to be competitively priced for distributors.
Analysts also anticipate a heightened interest in the green movement. Suppliers and distributors once reluctant to implement eco-friendly initiatives into their product lines are now quickly moving toward this trend—their customers are demanding it.
Simon said Datatel Resources is awaiting formal chain-of-custody certification for SFI (Sustainable Forestry Initiative) and FSC (Forest Stewardship Council), and expects to receive final word within the next 60 days. Meanwhile, Newtown has initiated a waste recycling program. Brown noted CRW Graphics actively supports the FSC, and is already FSC-certified. “The FSC does not just simply recycle; it represents a commitment by every FSC member to insure the responsible management and replenishment of forests both domestic and foreign,” she stressed.
Ennis will take a targeted marketing approach to promote green initiatives in 2008, as well. The company uses Glatfelter’s NatureSolv, carbonless capsules organically-based through the use of renewable resources, for printing all of its carbonless forms. All Ennis facilities presently use soy- or vegetable-based ink, and recycle all production waste paper, Osterloh stated.
“Each Ennis location is working on [its] ‘Green Statement,’ and [will] have these available to share with distributors,” he asserted. “[Additionally,] Admore has recently received its FSC COC Certification, and we are currently reviewing the need for this or other types of certifications in our other facilities.”
All three suppliers agreed if business forms manufacturers intend to stay in the forefront, they must, must, must support their distributors. “As a distribution channel, there are many opportunities to grow our business in traditional print. End-users are looking for new sources of supplies as manufacturing capabilities continue to consolidate, and raw materials continue to increase in cost,” Simon observed. He continued, “This provides a substantial opportunity for distributors and manufacturers to partner together. If anything, we need to work and support our distributors who have a desire to sell aggressively.”
Osterloh concurred. He feels the company’s various strategically located divisions will make Ennis more accessible and better equipped to serve distributors. “Our competitive edge is our nationwide footprint, with local representation. Ennis will continue to operate our facilities in a way that allows the local management teams the flexibility to meet the changing needs of the distributors they serve,” he said.
Brown commented, “We support our distributors by providing them competitive pricing, quality and quick turn times, along with sales materials supporting the procurement of their orders, which continue to support the forms industry.”
Clearly, a mix of diligence and innovation have given these suppliers prime positioning for further success. If more industry professionals enter the battlefield armed with a creative drive, there just might be a jump in sales figures on this year’s Top 100 lists. After all, ‘a little hard work never hurt anyone.’
- Companies:
- Datatel Resources
- Ennis, Inc.
- Newtown