Do print buyers ask you for shorter runs and fast turnaround without sacrificing print quality? Do you have the budget to test the waters for commercial print services? If you can answer in the affirmative to either question, this may be a good time to investigate your options in a direct image (DI) press.
Since their appearance in the early 1990s, color DI, or digital offset presses, and the technology which drives them have continually evolved with the changing demands of the print marketplace. Today, they offer a viable solution for those jobs which fall somewhere between the limited production capacity of a digital toner press, and the high volume requirements of a traditional offset press.
"We consider the digital press the right solution for jobs with a short press run, anywhere between 500 and as much as 7,000 pieces," Says Joerg Daehnhardt, product manager for small format printing, Heidelberg USA.
"DI printing is best for jobs between 300 and 5,000 pieces," agrees Steve Sanker, North American marketing director for press products at Presstek. "But these presses can be used for jobs calling for 15,000 pieces, or more."
"A DI press is well suited to address the growing number of offset projects that are coming down in run length. Jobs with run lengths of 500 to 20,000 fit well," concurs John Schloff, worldwide staff VP, Digital Printing, Kodak Polychrome Graphics. "The advantage of a DI in these run lengths is the efficiency of getting a job on and off press. The new generation of DI presses provide offset quality in an efficient and profitable manner. An excellent choice for handling short run color."
Those capacities are in near sync with the trends shaping today’s print-for-pay market. Industry estimates project roughly three quarters of print call for quantities of 5,000 pieces or less. With that, as much of a third of the work is rushed, with clients hoping for a 24-hour turnaround. This puts unwanted pressure on printers to meet those terms, or they risk losing all business with that account.
That’s where a DI press can help. A DI press is for, "anybody who’s looking for that combination of high quality and a fast turnaround, maintains Don Trytten, VP and GM for xpedx/Import Group. The company is the American distributor for the Ryobi line of DI presses. He says the presses offer the ideal solution for the job orders which are too big to be practical on a digital press, but too small to justify traditional offset.
"Compared to a digital press, a DI press delivers offset quality on those smaller jobs, without the set up time, expense, and run length requirements of traditional offset," he continues. "You’ve got all the advantages of offset and digital in one machine."
Schloff considers DI, "a great growth opportunity for organizations expanding from prepress into print, and for those print organizations that are experiencing more requests for short run production. Those coming from the prepress side will be comfortable with the digital nature of the front end. For printers seeing more short run jobs, DI is a great fit—an opportunity to expand share of current customers’ work, as well as gain new customers."
DI vs. Digital
Although the term digital describes one of the shared advantages of both digital presses and DI presses, there are significant differences between the two print technologies. These printing solutions function as the digital output extension of a computer system. Once the job file is ready and RIPed, print production, in full color, can begin.
Digital presses use toner technology to print, in a much more elaborate version of how a laser printer renders a print. DI presses print with ink in a highly automated waterless offset process, however. Once set up is completed, starting the job can be as simple as pushing a button, and monitoring the run on a computer screen.
"Both types of presses link the digital information created on a computer directly to the output device," explains Sanker at Presstek. "A digital press is ideal for ultra-short runs, or where variable data is required. "A direct image press gives you all the versatility and quality of offset, at capacities that just aren’t cost effective," in the traditional offset workflow.
Like all offset presses, DI requires plates and ink to produce a print. One of the defining features of any DI press, though, is that the printing plate is already mounted on the press before imaging takes place. This introduces several advantages. As a time saving measure, it eliminates the production steps and film required in the traditional preparation and processing of the plate.
Since the plates are already mounted and in place, they are already in register, and the system is ready for printing as soon as they are burned. This eliminates waste, and can cut makeready time to as little as ten minutes. And, as a waterless printing process, it’s an environmentally friendly technology, with significantly less clean-up requirements. Finally, as an automated system with computerized controls, there’s much less margin for error or downtime during the print run on a DI press.
This combined solution, melding the distinct benefits of offset with the unique advantages of digital, was largely pioneered by Presstek. The company has continually refined its technology and Presstek imaging systems, designs, and print media continue to serve as the core for most DI presses installed today.
"We provide the basic design and components of the technology, and then our partners fine tune the solution they offer, based on their strengths," says Sanker. Those OEM partners include Heidelberg’s QuickMaster DI series, KBA Karat 46 line, the DirectPress systems from Kodak Polychrome Graphics, and the Ryobi with its 3404 series presses. A smaller share of the installed base of DI presses incorporate an alternate approach to the imaging system developed by Creo. It is found in the Heidelberg SpeedMaster 74DI, KBA’s 74 Karat, DI presses from Komori, Man Roland’s DICOWeb, and the Screen TruePress.
Gaining Acceptance
Despite the differences found in each brand and models within their lines, these presses are finding acceptance as a solution that addresses the special concerns of today’s print providers and print buyers. "It’s right for anyone who’s looking for a solution for adding a profitable service, with high quality short run color printing," states Trytten.
"As far as applications go, the press can fit wherever that demand is. We’ve sold them into commercial printers, quick copy centers, trade shops, and service bureaus. They’re being used to produce just about everything imaginable—color brochures, newsletters, even greeting cards."
Vendors’ most recent advances should inspire even more print providers to investigate the merits of a DI press. "We’re now in the fourth generation of the imaging technology and media for DI presses," points out Sanker. Last year, the company announced its ProFire Excel laser imaging system technology and new media to go with it, as a replacement for the imaging system featured in previous generations of product.
Sanker says ProFire Excel sets new standards in the print quality attainable with DI presses. "With ProFire Excel and the new media, we can achieve a 16 micron dot size," he explains. "That enables us to deliver print quality that wasn’t possible before, for FM/stochastic screening and 300 line screens."
To make it easier for more print providers to venture into the DI arena, Presstek and its OEM partners now offer a choice in presses incorporating ProFire Excel. Sanker noted, "At Drupa, we introduced two new press designs—a high end machine with a lot of automation, and also a entry level machine," for those who want to take a more modest venture into these services. The high end system, with a six laser imaging head, can be found in and KBA’s 46 Karat Plus, Kodak’s DirectPress 5634 DI, and Ryobi’s 3404 X-DI. Entry level systems, with a more modest three laser imaging system, include KPG’s DirectPress 5334 DI and Ryobi’s 3404 E-DI.
"Recent developments in DI have dramatically repositioned leading edge DI presses, like our DirectPress 5634 DI System and DirectPress 5334 DI systems," notes Schloff. "These presses are highly automated, reducing or completely eliminating many of the manual activities associated with traditional DI presses. This reduces operating costs, and streamlines projects through the production process."
Daehnhardt considers the latest round of innovation, called ProSpot, on its Heidelberg Quickmaster DI press, as an attractive lure to working on a DI press. "We’re now able to achieve a 20 percent smaller dot size so we can optimize the screen," he explains. "It really doesn’t change the range of applications these presses are used primarily for short run four color work- as much as it improves the print quality. When people start to see the quality that can be produced here, they realize how they can use the press."
In its efforts to introduce DI printing to a wider audience, Sanker says Presstek will focus part of its marketing efforts on building awareness within the creative community. "There are a lot of designers who still aren’t aware that all the benefits of offset printing , plus quick turnaround, is now available and affordable to them for shorter runs," he explains.
Diminishing run lengths are also a good indicator that a print provider might do well with added DI capabilities. "Look at the job mix," Sanker advises. "If you find the job lengths are down, but customers still expect offset quality, a DI press may make sense. A DI press also offers a way to differentiate yourself from competitors , as you can improve the service you’re offering in terms of turnaround time, without sacrificing the print quality."
Daehnhardt suggests that those mulling a venture into DI consider a refurbished press as a way of testing the service for roughly half the start up costs of a new press. "For as little as $150,000, you can start with a refurbished press with the latest RIP," he points out. "One of the advantages to DI is that you can always upgrade the RIP to the latest standards and enjoy those benefits."
Comparing Systems
With so many vendors offering presses built around the same core technologies, it’s important to consider the company behind the system, along with the equipment, when trying to identify the best deal. Trytten believes the best partner is one which can offer alternatives to DI, if that’s what’s required. "What differentiates us from some competitors is that we can offer more than one solution," he explains. "We’re not just trying to sell a DI solution, but can recommend something else if its more appropriate to what the printer wants to accomplish."
KPG’s Schloff holds similar views. "Print is far from a one-size-fits-all business. We have a broad array of cross-technology solutions to help graphic communication service providers grow their business, with the optimal mix of technologies that best meets those needs."
Daehnhardt outlines several criteria he suggests printers consider when trying to decide which model/vendor to invest in. This includes the features and automation of the press, the RIP and imaging technology built into it, availability of consumables, and the service and support network in place.
"Look for companies which are strong in all five areas, rather than strongest in any one area," he says. "It’s that combination of features and technology, consumables, and support", which are required to make the investment in DI ultimately pay off.
The return can translate into lucrative new services, which can help take a print business in new directions. "We’re offering a solution that’s self contained, clean, and environmentally friendly, so it can even be put in an office setting," sums up Trytten. "With a direct image press, you don’t have to sacrifice the faster turnaround today’s customers demand, yet still give them offset quality."
"Everything is based on how fast you can get the finished job back to the customer these days," agrees Sanker. "Now, you can meet their demands for speed and expectations for quality because of the efficiencies and automation built into a DI press."
