Digital Printing Technology in Use

Big and small catalogers alike face similar print-mix choices, says Schneider. “Right now, the most economical thing for people is long-run [offset] jobs,” she says. The next step would be printing on sheetfed or short-run offset platforms.

“Then, as they become more aware of what sells to whom, they may decide to get into versioning … Then maybe they could get fancy with some inkjet addressing in the bindery. If they get really fancy, because they’re doing a great job [with their database] they’d combine long-run print with digital print for CRM-oriented direct mail,” Schneider says.