W2P Breaks New Ground for Printers –Cagle

Arthur Wetzel

Samples of personalized youth league baseball cards produced by DPI.

PRINTING TECHNOLOGIES of the last 20 years transformed the dull, gray-stock sports trading card into works of art. Compare a drab-looking 1976 Topps baseball card to a 2008 issue from the same manufacturer…it’s no contest.

Thirty years ago, cards were produced on thin stock, uncoated and unimaginative. Today’s cards have glossy full-color photos on both sides, with diecutting, foil stamping and embossing. Some premium cards over the past 10 years incorporate autographs and portions of memorabilia (go to piworld.com and search for the September 2006 cover story on Strine Printing for more on high-end card printing). Well, the good folks at Digital Printing and Imaging (DPI) have teamed up with Nestlé to produce about two million personalized youth league baseball cards, courtesy of an HP Indigo 5000 press. The promotion is being touted in packages of Nestlé’s Drumstick brand sundae cones and produced via DPI’s Web-to-print application.

Consumers can visit the dedicated Website, upload an image, enter a youth’s team name and player statistics, view a PDF proof and then order a pack of 16 cards. DPI employs an HP SmartStream workflow driving the HP Indigo 5000 digital press.

Kennesaw, GA-based DPI secured the contract for this program based on its experience in digital printing and fulfillment.

“The quality we are able to offer with the HP Indigo press, as well as our highly developed Web-to-print workflows, gave Nestlé the confidence that we would be providing a best-in-class solution that reaches a target audience in a way no other promotion can,” stated Susan Moore, president of DPI, in a release.

DPI’s workflow systems automatically impose cards in gang runs, with each printed sheet on the press containing 18 different card images. DPI prints 16 sheets at a time, and the cards are UV coated, cut, stacked, packaged and shipped to the consumer in a process that doesn’t require collation.

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