LANGE GRAPHICS — FINDING DIGITAL FOOTHOLDS

In the past year, the shop’s digital output has about doubled to more than 300,000 impressions per month. “The variable data work runs in spurts,” Lange says. “We have two accounts now that are 100 percent variable. Overall, we’re probably in the 35 percent variable range currently.”

One of Lange Graphics’ newest digital programs is a direct response piece for a nationwide bank. It won that contract, in part, due to the HP IndiChrome Offpress special color capability because the piece features the bank’s distinctive two-color logo.

“We won the entire project because we could (digitally) print their small quantities with Pantone colors, too,” explains Taylor Elder, prepress manager. “Printing corporate colors wasn’t a ‘nice to have’ feature in this case; it was an essential part of Lange Graphics winning the entire job—offset and digital.”

Digital runs of the six-color piece have to match what’s produced on the shop’s conventional press, adds Lange. HP mixes up the special ElectroInk colors that are needed. “We do the regular CMYK and then, if it has a PMS color, we have that mixed and keep it on hand for the particular job,” he notes.

Building VDP Work

One of the firm’s largest variable data jobs so far is a promotional mailing for a regional housing developer that is sent out three times a week in quantities ranging from 250 to 2,000 pieces. “We also do promotional books, maybe 10 copies of 50 pages each, for real estate companies that are making presentations for land sites and building proposals,” Lange says.

“Sometimes we’ll proof pieces on the digital press that are going to be printed conventionally,” he continues. “We do full-color page proofs of a national magazine acclaimed for its photography. We can send the file to the (HP Indigo) 5000 and get proofs for much less. What jobs get sent to the press depends on the size and number of pages.”