TRANS/PROMO & MARKETING SERVICES — PROPELLING DIGITAL PRINT
Marketing service providers that first assess a marketing objective, and then assist their clients in deciding what media mix will best achieve that objective, are also relatively new types of organizations driving digital printing growth. Many of these companies have both offset and multiple digital printing devices, but they don't consider themselves printers. Their core competence is marketing strategy, and printing is just one of several media production capabilities.
Marketing service providers often develop campaigns that inter-mix electronic media and print. Digital print production is usually long run, utilizing full-color variable imaging. Recent visits to four marketing services-oriented companies with multiple digital color presses illustrate the long-run, high-volume growth trend.
Three of the companies visited were in the United States; two were running multiple HP Indigo digital color presses, and one was running four Xerox iGen3 color production presses and a mix of Kodak Digimasters and Xerox single-color laser printers. One plant has just announced the expansion of its high-volume work with the purchase of two Xeikon digital webs. All are growing and churning out large quantities of long run, full color, variable imaged direct mail and trans-promo type materials.
In addition to these plants, Kodak Versamark has several high-speed, color ink-jet customer sites running multiple machines in the U.S., as well as globally at data processor DSL and other companies producing long run, colorful, trans- promotional documents--one of digital printing's profitable sweet spots. Data center continuous single and spot color leader Océ is moving to process color at high speeds. Screen is also about to commercialize a 500 fpm ink-jet machine.
The most awesome quick-turn, high-volume digital color installation is the Osaka, Japan, facility of JAIS Ltd., a provider of data management services. With 24 Xerox iGen3-110s spread out over a half acre on two floors of an office building, the primary focus of the world's largest full-color digital printing center is to produce personalized, trans-promo Visa card statements for the Sumitomo Mitsui Bank.