Digital Printing:  Positive Results without Negatives

By Joe Ryan

Traditionally, the end stage of book printing has involved numerous steps and significant expense.  Although far removed from the days of shooting camera-ready repro paper and manually stripping in artwork to create film, today’s printing process—moving from PDF files directly to plates—still requires its fair share of time and expense.  In the past few years, however, digital printing has emerged as a viable alternative to traditional printing.

In digital printing, formatted text is output directly as final product from an electronic file, eliminating the need for film preparation, output, and assembly.  By doing so, the printing process is accelerated, resulting in a quicker turnaround time from file preparation to printed product.  Although digital printing has historically been criticized for its inferior quality compared to traditional presses, current technology has made that point moot.  Today’s digital output is practically identical in quality to that seen in a conventionally printed book.

Digital printing has many applications.  Its customizable nature and flexibility in output makes it well-suited to commercial work, ranging from business cards, postcards, menus, and posters to smaller publications such as pamphlets, brochures, calendars, and catalogs.  In addition, as the capability exists for perfect, saddle-stitch, and mechanical binding, digital printing also lends itself to short-run book production, whether 1-, 2-, or 4-color work.  For smaller publishers, this print-on-demand option is a perfect alternative to expensive presses and large inventories. 

Digital printing offers numerous advantages.  Faster turnaround time has already been identified.  In part because of this accelerated schedule, a substantial cost savings exists as well.  Rather than tying up time and materials in film, projects output on a digital press move directly from an electronic file to a finished, bound book.  The elimination of the film stage means an associated elimination of materials, and therefore a reduced cost.

An additional cost-savings advantage comes courtesy of digital printing’s ability to print on demand.  Rather than tie up funds in substantial press runs, which will then need to be inventoried until sold, projects output on digital presses can be output on an as-needed basis.  This allows a digital press to output 100 now, 300 later, and an additional 500 if needed.  This flexibility allows supply to more closely match up with demand, without keeping expensive inventories on hand.

Flexibility is also evident in the output itself.  Digital printing offers the alternative of variable data, in which text can be customized to the audience receiving it, either through personalizing the contact information or emphasizing specific content.  This added emphasis and custom printing helps create a stronger attachment with readers, improving the product’s overall marketability.  This makes digital printing ideal for such items as direct mail marketing campaigns, financial statements, and special-interest brochures.

Granted, digital printing is not ideal for every situation.  Large press runs (larger than 5,000 units) and hardcover bindings will most likely be better achieved through traditional means.  However, even in these situations, digital printing has a valuable niche.  Suppose a two-chapter sample booklet is needed for marketing purposes, or to take along to an upcoming conference.  A promotional item like this can easily be compiled through a digital press, presenting a representation of the bound book on a smaller scale.   

Traditional printing will always have its place, but as the market shifts to shorter schedules and smaller budgets, the advantages of digital printing will become more and more pronounced.  A simple example can easily reveal the major benefits of digital printing.  Suppose someone sits down at a word processor, types up a letter, prints it, folds it, places it in an envelope, affixes a stamp, puts it in the mailbox, and waits for it to arrive at its intended destination.  Now, suppose that same person sits down at a computer, types up the same letter, attaches it to an e-mail, and hits “Send.”  The same information has been conveyed in both situations, but in the latter case the letter arrives to its audience faster, and with a savings of a $0.39 stamp.  Likewise, courtesy of digital printing, printed books that used to require an investment of time and money in film negatives and plate-making can now be produced far more efficiently.  In a very real sense, removing the need for these film negatives has created a huge positive:  Equal quality, with faster turnaround and reduced expenses.    
    

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