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Can you print variable without a digital press?August 5, 2008I was having a conversation today with our marketing director about some direct mail cards we are sending out promoting our consulting services. The cards look good they are professionally designed, printed on offset presses and are scheduled to mail 2- 3 times over the next couple of months. As an evangelist of the benefits of variable data printing or VDP I am constantly trying to find aways to take advantage of the technology and add success stories to my arsenal of war stories. So I suggested that we consider variable data printing. As usual, the question was “How can we print variable data without using a digital press?” There is actually more then one way. You can inkjet over four color, you can print black toner over four color, but for this job I was thinking of a simple black plate change, during the offset press run. Like most four color printed cards this one is 2 sided and the text is printed with black ink. All you would need to do is design different text and change the black plate in the middle of the run. I love this strategy because you add some variable data and keep the benefits of offset speed. Plus if you do it well you motivate interest because when people see the type change they are less likely to toss it and more likely to read it. Posted by Howie Fenton on August 5, 2008 | Comments (8)
August 6, 2008
In response to: Can you print variable without a digital press? Print Guy commented: Wouldn't the # of black plate changes required to make any meaningful "variable" text changes drive the offset print costs WAY up?? I always thought of what is described here as versioning. Multiple people all getting the same message at the same time - they just get different messages with each mailing. Not exactly the same thing as personalized, variable data DM, right?
August 6, 2008
In response to: Can you print variable without a digital press? Jonathan Phillips commented: As business Development Director of Domino Printing Sciences, we specialize in taking traditional offset processes and adding variable digital content at high speed and very low cost per unit. From US election ballots, inline serialization, to complete magazine addressing in-line there exist multiple solutions that combine traditional offset and flex print with small portable ultra fast variable imaging engines. Three key performance factors are primary in selecting a technology. These are SPEED, SUBSTRATE & QUALITY. These should be considered in reverse order.
August 6, 2008
In response to: Can you print variable without a digital press? Marco Sotelo commented: How exactly "inkjet or toner over full color" can't be considered "not digital"?
August 6, 2008
In response to: Can you print variable without a digital press? Howie commented: Marco thanks for your comments and I will share some secrets with you. There is much more variable data printing done as 4 color offset which is then run through a high speed black and white toner device – then done directly as full color variable from a toner device. There are companies I work with who run multiple offset presses (one shift or more) and toner devices full time in producing this type of work. I would agree that that black plate changes can be expensive if done in excess, but black plate changes are done everyday in companies nationwide and are considered an inexpensive way to create different versions.
August 6, 2008
In response to: Can you print variable without a digital press? Paul Matheson commented: The is a huge difference between versioned and variable. I think most of the comments came from people who equate variable with a unique piece for each recipient whereas versioned refers to multiple recipients receiving the same piece (like Mark Vruno's "
August 6, 2008
In response to: Can you print variable without a digital press? Paul Matheson commented: (I don't know why the first comment got cut off) The is a huge difference between versioned and variable. I think most of the comments came from people who equate variable with a unique piece for each recipient whereas versioned refers to multiple recipients receiving the same piece (like Mark Vruno's Ouch example).
August 6, 2008
In response to: Can you print variable without a digital press? TJTrower@swbell.net commented: Actually, we letterpress printers have had the capabilities to print variable data since the inception of moveable type. We still run two Linotypes and a Ludlow, and imprinting an offset piece is a snap.
April 16, 2009
In response to: Can you print variable without a digital press? Faraz Saleem commented: Being a production supervioser i think we can print the varibles with the help of silk screen.
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