Last week, I had the pleasure of visiting Japs-Olson of Minneapolis—a printer that can trace its roots all the way back to 1907! Japs-Olson embodies the lean manufacturing approach to today's direct mail. What I saw was a "holistic" integrated process. Japs-Olson is capable of sending more than four million pieces a day into the USPS mail stream. To do this efficiently, you need critical thinking to be applied at every stage of the process.
The Finish Line
Contrary to some opinionators, direct mail is going strong. Internet ads can't compete with a well-designed, creative, physical mail piece. You might spend a microsecond on a Web ad, but a mail piece has "got you" for 30 seconds at a minimum. So today's mailers are high-tech and well-equipped to keep this medium going strong for many years to come.
Back in the day, the bindery (and finishing in general) was a fairly distinct environment, with some established processes and workflows that had not changed in many decades, (or longer!). This continued to be the case up until several years ago, when high-speed continuous inkjet presses began to take off.
Steve Johnson, founder and owner of Copresco, is a bit of a legend in the digital book business. Last week, I had the pleasure of spending some time with him at his facility in Carol Stream, Illinois.
The cost for producing a sewn book that's digitally printed, adds a considerable lift to the overall production price. Now there are certain markets, school yearbooks, some wedding albums, and higher-quality hardcovers which demand sewing. And in those one-off segments, price is not such an issue. But for other segments, it's a harder sell.
Many of us over 40 years of age marvel at the digital proficiency of the 20-somethings. We look at the millennials (and those younger) and their desire to be software engineers, programmers, entrepreneurs, video game developers. But, we wonder, who's going to run the saddle stitcher?