Article: Published in Digital Output Magazine

 

“SHORT RUN” DEMAND FUELING DIGITAL BOOM

 

Setting: The Past. The screen printing marketing rep sighs at his retail client’s unrealistic expectations. They want an actual proof of the in-store display signs before printing begins. Then, customized print runs for 15 different stores, each reflecting items of regional interest and local appeal. And all at a price barely above the cost of one straight, uniform run. This guy must be new, the rep thinks. Sure, we can do everything he wants, but we’re talking some major bucks. Someday, maybe...

 

Setting: Someday. As in, today. The marketing rep nods and jots some notes as her client hesitantly ticks off their particular needs. An apparel manufacturer marketing in college towns, they want their in-store displays to feature starbursts boosting each individual school’s football team. Short, custom runs all around. And a proof of each of 25 different versions of the poster. The buyer gulps nervously as he presents his budget, afraid their requirements may be too ambitious for the money allotted. After all, he asks, doesn’t each of these runs require its own screen? The rep smiles, thankful for her company’s recent entrance into the digital arena, tailor-made for situations just like this.

 

Scenarios like this, once wistful longings on the part of clients and screen printers, are now daily fare in the graphics world. Digital imaging, with its technological breakthroughs coming at dizzying speed is offering the market an unparalleled level of flexibility and customization, while providing screen printers with yet another arrow for their marketing quiver.

 

According to Marci Kinter, Vice-President of Government Affairs for the Washington, D.C. based trade association SGIA (Screenprinting and Graphic Imaging Association, International), while digital is perceived as pricey technology that still lags behind screen printing when cranking out high-volume output, the technology offers some clear advantages to the screen printer. “In addition to its contribution to short run and ‘proof’ scenarios, we’re seeing the strong impact of digital in the pre-press area. It’s frankly a lot easier and faster to create the initial image digitally. What used to take people three days to do is now taking one. Just as importantly, it’s giving the screen printer another viable option to offer their customer base.”

 

Those in the digital industry, however, clearly see their technology as much more than just an adjunct to the screen printer’s current modus operandi, but rather, where the entire graphics field is inevitably headed. Brian Bernier, Executive Vice-President of Infographix Technologies in Atlanta, a fast-growing digital graphics development company, sees a screen printer’s decision to go digital as bottom-line based: they’re losing business to digital providers, who can do proofs and custom short-runs in a much more cost effective - and environmentally safe - manner than is possible through labor-intensive screen printing methods.

 

Furthermore, Bernier adds, “We’re seeing that the growing awareness of the capabilities of digital technology is driving a whole new set of client expectations. For instance, a client may envision a “dream” marketing campaign, consisting of an overall theme, which is then customized in a virtually infinite number of ways, to achieve true target marketing impact. Now that they’re realizing the technology exists to quickly, easily and cheaply implement such a program, they’re demanding it.”

 

And yet, because of those same bottom-line realities, the actual acquisition of digital imaging technology is a step being taken by primarily the medium and large-scale screen printers. However, thanks to the ubiquitous service bureau and reprographic house, the smaller screen printer has convenient access to the technology on an “as-needed” contract basis, allowing them to remain competitive.

 

Growing environmental concerns also appear to be steering the industry inexorably toward the digital arena, which prides itself on offering the “greener” technologies: products and processes that are environment-friendly. At the same time, existing OSHA guidelines along with the new EPA “Title 5 Permit” regulations are pushing medium and large-volume screen printers to take a hard look at the solvent-based screen washes and inks that have been production mainstays for years.

 

A not-so-subtle affirmation of digital’s secure future is the decision last year by the former SPAI (Screen Printers Association, International) to change their name to the current designation SGIA (Screenprinting and Graphic Imaging Association, International), a move which met with virtually no resistance. Comments Kinter, “Everyone understands that digital is becoming a part of the screen industry, and that we need to take a look at it and embrace it. It’s progress. We’re not going to fight it.”

 

At this juncture, a screen printer’s main trump card when going head-to-head with digital is the speed of output. Even Bernier concurs. “Give me and a screen printer a 100 poster run, from start to finish, and we’ll beat them hands down. Give us both a 5000 piece run, and they’re going to win. But, watch out, because the speed’s coming. And when it does...” His voice trails off, as he smiles. Setting: The Future.

 

 

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