Wide format printing, also known as large format printing, can be a company's best friend. How can a consumer miss an advertisement emblazoned across a large banner, poster or sign? It allows a company to literally stand head and shoulders above the rest.
Besides being useful, wide format printers say exciting things are happening in the sector.
"Since I've only been a large format printer, I have a limited perspective on this. It's a great industry with a lot of current growth that is likely to continue into the foreseeable future," said Harvey Meister, owner of GDS Business Displays located in Bloomington, Ill. "Other types of print are not taking our work, but we are definitely taking some of their work. And for legitimate reasons."
Meister added there also seems to be a sifting of suppliers who are able to meet the increasing demand for digital output in large to medium quantities and the smaller local sign and print shops that have some capability but cannot compete on larger or more complex bids.
Despite business going well, there are some disadvantages.
Meister explained it is sometimes difficult to convince customers who have been "burned" by digital or large format in the past "that it is now equal to or better than litho, screen and process printing in many ways."
Bob Roeda, owner/partner of Roeda Signs & ScreenTech Imaging, located outside of Chicago in South Holland, Ill., said the pace of the industry can be daunting.
"The technology in wide format moves at a high speed," Roeda continued. "This has pros and cons. The technology improves almost quarterly, so we are able to look at new equipment continuously and decide what will be a good fit for our production capability, and ultimately, our customers' needs. The technology also allows better graphics produced in a shorter amount of time. The con to speed and improved graphics seems like you are constantly replacing or purchasing new equipment.
"Customers' awareness to speed also makes your daily production more demanding in that lead times have been reduced in the whole industry. What used to take three to five days to produce is expected in one to two days on average. Also, the improved speed of these printers has caused printed graphics to be reduced to very low profit margins. What used to demand, say, $3.50 per sq. ft. years ago is sold for 89 cents per sq. ft. by some now. But this is supply and demand, technology versus inefficiency, so with good reliable staff and equipment you can meet all these demands and at the end of the day feel good about what you have produced."
With constant changes, it's amazing these printers can keep things fresh.
"There's always challenges in this industry," Meister remarked. "Always new equipment to look at, new ways of doing things. We seem to change our marketing focus every two years on a regular basis. Before we were trying to brand our company, now we are trying to brand our product."
Wide format printers agreed that the business is here to stay, but what's next?
In the future, Meister believes companies will continue to renew their brands and product presence in the marketplace with static graphics as well as electronic media.
"The need to keep those images fresh and new looking will actually accelerate and create a higher demand for things like short run, regional and even local variable data type product presentations and promotions. All of this is where this part of the industry can excel. Also, the need for more on time or on demand marketing products will increase as companies will not see as much value in putting large inventories of print into their warehouses only to see 30 percent of it tossed out unused," he said. "On the far horizon, well who knows exactly. I expect someone to make a high quality, high speed, large format digital press someday that will either be toner-based or some other ink technology that will make a lot of the current machines obsolete."
In conclusion, Roeda said the positives certainly outweigh the negatives.
"I have been selling graphics for over 30 years. I have yet to have a day I didn't enjoy. The challenge for me as an owner is to maintain the proper people, graphics minded, who also enjoy creating new things daily.
"Roeda Signs has been around a long time, and looking at the amount of family involved we will certainly go into the next generation of graphic producers. We have been involved with the print broker market for many years now. We think that we are very competitive in the wholesale market, but we also know you can always find cheaper somewhere."