» Digital Or Litho Printing?

There are 2 key advantages that digital printing has over its more established litho counterpart namely personalization and Speed of turnaround. I have detailed more detail on each below.

Personalization

Utilizing the right software, a digital press will allow you to produce a mass market flyer come product brochure which you can personalize to each of your individual target audience. This is all driven by the data that you have on your customers/prospects. For example a well know car manufacturer regularly mails personalized postcards to its existing customers/prospects. The personalized message is not just the name and address but also the colour of the car, the model of the car and also a little note saying that they have owned their current model for xx number of years and it is due for a change. The servicing department of this well know group sends out service reminders using a similar method.

Speed of turnaround

Due to the way that digital presses work, they can produce the printed sheet immediately instead of having to go through several processes prior to being able to print as you would with a litho production. This means that for short run lengths it is possible to produce jobs same-day/overnight.

The benefit of Litho

If your project has a print quantity in excess of 2,000 copies then it is more than likely that Litho printing would be more cost effective. It is also still the most accurate process for colour reproduction. The Litho process is also much faster in terms of turnaround if your quantities run into tens of thousands.

A brief summary

A good starting point for helping you to decide which process is the most suitable for your current print project would be the total number of copies required. If your requirement is less than 2,000 copies then there is a far greater chance that your project would be more cost effectively produced using a digital press rather than a litho press. However the pagination and also the quality of the reproduction will also play an important part in the decision making process.
Seeking advice from a print professional will help you achieve your desired goals with the minimum of stress and heartache.

Simon Berry-Hill is a Sales Director for one of the top 150 printing companies in the United Kingdom.

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