There are two schools of thought that must be reconciled if we hope to respond to the changing needs of clients and maxImIze document effectiveness. Welcome to the new world of printing. Think "consulting" not "inkon -paper production" , and think document "effectiveness" not "cost per page."

This means we have to be more proactive in our approach to clients. Each technology has its advantages and disadvantages. One prints static documents, while the other produces dynamic documents that contain variable data; one is a well-oiled mechanical process, while the other carries a host of complexities umque to digital environments; one requires numerous production steps, while the other is instantaneous, etc. Both technologies feature high-quality printing methods and long runs (although 78% of four-colour print runs are less than 5,000 copies), and a rationalization of unit cost and estimated run size. Given the potentially high costs associated with reprinting, document storage is now organized accordingly, and re-supply is planned in advance. Projects that involve long-term printing can be updated with document inserts.

Offset printing is a tried and true method that offers outstanding performance on a variety of papers and other print media, while remaining highly cost-effective for long runs. Whether for packaging, highend documents or work that requires multiple impressions and finishing, offset has many advantages, and can be expected to do well in coming years. The downside is that the traditional school of printing is so focused on rationalizing the per unit (per page) cost that the client may fail to appreciate the true cost of a project. This relentless pursuit of the lowest possible per unit price has cut into printers' profits, even prompting the market to treat print materials as a mere commodity.

Over the past decade, printers have commissioned a number of studies on the management of mergers and cost reductions that have affected their clients' firms. One such study, conducted by Ernst & Young consulting, discusses the iceberg theory and reveals how some firms look only at the tip of the iceberg when they base their management on perpage printing costs.

By analyzing the real costs involved in project development, i.e., creation, printing, storage fees, distribution costs, obsolescence and inadequate management of the bulk of their documents. The study shows that hidden costs on the underwater portion of the iceberg are extremely high. For example, a document that initially costs two dollars per unit actually can cost a company twelve dollars per unit once all project-related costs have been calculated. For companies that are watching their expenses closely, this is a major factor.

The advantages of digital printing largely compensate for the quality difference between ink and laser, formatting limitations and the limited choice of substrates. Since the first Xerox Docutech digital press was created in 1990, the printing world has begun to change. To cite one example, business forms, stored in large quantities, started being printed using digital print methods. The advantage of always having up-to-date documents and eliminating the storage and printing costs associated with the changes, came to outweigh the higher per page cost.

These capabilities led to on-demand printing and just-in-time production. By implementing this new approach, companies have achieved substantial cost savings. Distributing documents that are always current has allowed many firms to seize business opportunities that give them an edge.

In contrast to the traditional print method which has matured after many years of refinement, digital printing is still growing. Qyality improves from one year to the next, and now offers results that would have been impossible to predict a few years ago. W hen you consider the evolution of these technologies, particularly in terms of colour, the future is quite promising indeed.

Associations such as the FIA and NAPL have found that printers who use equipment from both technologies show profit increases that are nearly double those of printers who employ only traditional print methods. By having the best of both worlds, printers are better equipped to address their clients' changing needs and to seek new business opportunities among their current clients; This is a major advantage when you consider that it costs seven to ten times more to find a new client than to develop additional business with an existing client!