ADVERTISING PRINTING
Advertising printing stands for about 40percent of the total printing
market. For the advertising printing it is typical that that the print
buyer and the target group for the information are not the same. The
print buyer pays the printer and distributor for delivering advertising
material to the target group. For the advertising market it is most
important to develop distribution channels where the advertisements meet
their target groups.
It is known that the increase of TV channels has lead to changes in
behavior of the viewers. When the consumer has many commercial channels
he tends to change channel when there is a commercial break in the
program. This means that the commercial will lose its effect, and at the
same time the TV channel will lose its viewer. Thus the increase in TV
channels has a negative effect on TV media. The effect of digital TV is
not yet seen, but experience with increasing number of commercial
channels has affected interest in digital TV negatively. A fact is that
in some countries increase in TV channels has led to increasing
advertising in magazines and newspapers. A result of growth in the
overall advertising market, and of the problems advertiser have to find
their target groups on TV, is that advertising printing will continue to grow.
DIGITAL PRINTING
Digital printing has entered the market during the last years, and
significant development in the digital printing tech will happen during
the next years. Digital printing today is, however, more to compare with
high volume office printing than with conventional printing.
For the reader the digital printing is identical to the conventional
print. The print is built from ink and paper and seen by the eye in
exactly the same way. The big difference is how the print is produced.
In conventional printing the information on the printing cylinder is
either on offset plates or gravure cylinders. The prints in a print run
are all identical. In digital printing every copy can be different as
the information on the printing cylinder changes from one sheet to the
next. This means that the press must be programmed and controlled by a
computer. The initial programming work is big and the transferring of
data to the printing cylinders makes the press significantly slower than
conventional presses. Prints can, however, be made on demand, and there
is less waste in digital printing.
Digital printing is today most suitable for short runs. In this area
it has also generated new printed products, which previously were too
expensive to produce. The printing machines are also relatively small,
and their productivity relatively low. In the future, however, digital
press will develop, and their speed and productivity will make them
competitive with conventional printing. Today they have taken some small
jobs from sheet fed offset, but in the future their competitive ability
will gradually develop to bigger products. This does not mean that the
total volume of printing on paper changes.
In the future there will also be combinations of conventional and
digital printing. The conventionally printed products will be
complemented by digitally printed elements.
When the media market turns digital, the techniques for printing on
paper will develop too. Prepress operations will in the future be
totally filmless. The techniques for making textile printing
cylinders will regardless of printing method utilize digital
technology. This will reduce make ready times, and make it easy to
change the printed information. The use of digital technology makes it
possible to produce short runs competitively. By combining different
printing methods it will also be possible to make demographic print
runs, where every copy is different. This development of conventional
printing is necessary to keep it competitive in the future.
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