Desktop Digital Printing--Waldman
One mystery is that it seems to me that variable imaging could be a big plus feature for laser printers of this type, yet this particular Xerox division was unaware of this capability. The machine has a PostScript 3 RIP (which supports forms), a large hard drive and ample RAM, so variable imaging on-the-fly could be a reality. I took it upon myself to contact the software provider that produces the variable imaging plug-in for QuarkXpress. Unofficially the individual I talked with agreed that it could be done. I can only imagine the possibilities of desktop digital printing, complete with the ability to address and personalize on-the- fly. Just print and dump it in the mail and you've targeted your message, all from your desktop. WOW!
Like all that has happened before, change will occur whether you embrace it or not. However, in change there's opportunity, or at least the need for an action plan. For example, printers could take the initiative and establish print centers in their customer's domain. The printer could supply expertise, training, maintenance, finishing and establish a solid opportunity to do the larger runs. Additionally, printers, particularly small shops, could buy these devices for their own short-run production.
Am I excited about devices like the Xerox Phaser 790DP? You bet I am. Not just because of their current potential, but even more so because of where this might lead. Is desktop digital printing coming? Stay tuned!
About the Author
Harry Waldman is a consultant and has been in the printing industry for 30 years. As a former company owner, he was well-known for implementing cutting-edge technologies. He has been on many advisory boards and received several honors for his industry contributions. Waldman is also an author. His book, Computer Color Graphics, published by GATF Press, enables readers to learn today's graphic software quickly by teaching the essential concepts. He can be reached by e-mail at firstname.lastname@example.org.