Magnetized Media=Staying Power

Printing on magnetized substrates poses a challenging proposition. Charging and static issues are just the tip of the horseshoe (magnet), so to speak. Yet, as marketers strive to extend brands, laying ink down on magnetic media has never been easier—for conventional offset, flexo and digital presses*.

More printers are trying it: as menus, business cards, coupons, calendars, sports schedules, trading cards, even dry-erase “boards” (via inline aqueous coating) and as part of promotions and marketing campaigns, such as in-store displays, direct mail pieces and catalogs. The largest-volume MagneCote job to date, given to eye doctors by pharmaceutical reps: 7.4 million.

When press crews at Chicago-area Unique Printers and Lithographers produced the first swatchbook for MagneCote magnetic papers, they slowed down their 6-color, 40´´ Komori Lithrone sheetfed perfector to accommodate the thicker substrate (available in 11-, 13- and 17-pt. basis weights).

“The steel infeed table was a problem,” says estimator Fred Eber. Aluminum and stainless steel parts are okay for magnetic substrates, but steel poses a sticky problem, particularly on older Komori, MAN Roland, Mitsubishi and Ryobi sheetfeds. One work-around is to cover the pre-gripper steel plate stack with polyester or mylar, as the crew at nearby Segerdahl Graphics did last month with a 40´´ Komori Lithrone used to reprint 30,000 new swatchbooks.

Unique Printers compensated with a slightly different tactic because its Komori had perfecting capability. “We fed the stock upside down and then turned it internally,” says Eber. He adds that the polarization** of sheets also is a concern. “Originally, the MagneCote wouldn't stay jogged and was difficult to flat cut, so we couldn't sheet it,” Eber recalls. Glatfelter has since adjusted the trim and recommends setting press sheet-sensor detectors to manual mode.

Now on magnet print jobs, Unique's operators simply pull (no pun intended) even numbers of inspection sheets so the poles stay correctly aligned in delivery. The company also runs MagneCote on a 28´´ Lithrone as well as on a new HP Indigo press 5000 installed three months ago.

MagneCote, “the world's first magnetic printing paper,” was introduced three years ago. It's crafted from NewPage 100-lb. Sterling Ultra Cover with a proprietary liquid coating applied to the back that actually becomes part of the paper—there's no laminating involved. The product prints like paper and acts like a magnet; it also can be perforated, diecut, folded and converted.

* Online Exclusives: How does Xerox compete in the magnetic arena? Go online to www.graphicartsmonthly.com to find out.

** Read more about magnetic polarity at the graphicartsmonthly.com Website.