Pictorial Offset: Putting the Sun to Work
From an equipment standpoint, Pictorial Offset—which operates a mixture of manroland and Mitsubishi sheetfed offset presses, and Goss and Harris half- and full-web iron—has focused its capex investments in recent years on postpress and digital printing equipment, including a Xerox iGen4 color digital press. Some money was also dedicated toward computers, servers and other gear to process specialized offerings, products like sample mailings.
According to Gary Samuels, the company has dedicated itself to multi-purpose automatic assembly lines that tip, glue and fold, integrated with mailing equipment that allows it to place finished product directly into the mail stream.
"We bought a Heidelberg stitcher with inspection cameras for cGMP (current Good Manufacturing Practices), as well as additional mailing and inkjet equipment," Lester Samuels notes.
Hurricane Sandy cost Pictorial Offset several million dollars in facility and equipment repairs—"It turns my stomach thinking about it," Donald Samuels admits—and has stymied more significant expenditures in the short-term.
Once the company's situation gets back to normal, or something closely resembling its pre-storm state, Pictorial Offset will be targeting the addition of sophisticated digital web presses in order to facilitate one-to-one marketing. By getting more targeted printed materials into the hands of the right consumer, Pictorial will enable clients to reap a stronger marketing ROI.
"Building upon our existing data collection and analysis capabilities will improve our ability to measure campaign results and provide tools for our clients to track the ROI of their projects on a more granular basis," Gary Samuels notes.
Speaking of strength, Samuels notes that the employee base truly stepped to the plate in the days, weeks and months following Hurricane Sandy. Most of the mainstream media focused on following the fortunes of small boardwalk businesses like pizzerias and other staples of the shore. After all, you don't need a Bruce Spring-steen album to appreciate how much the beach and boardwalk mean to the state of New Jersey.