A buzz from DRUPA has been the new generation of digital web printing, it seems that it's not just for statement printing anymore. Digital web printing is branching out to commercial and newspaper applications and several OEM's are looking at the newspaper market to establish their niche.
Since the early 1900's, newspapers have been produced on high speed web presses that crank out thosands of the same product and have only gotten faster as the newspaper industry rolled into the 21st century. The newspaper industry's transition to color in the 1980's also redefined the industry and newspapers continue to add capacity or reconfigure equipment to deliver full-color advertising.
Technology today is adding a relatively new capability for digital web printing; variable content. Variable data printing isn't exactly new, but the expansion of the forms and statement printing platforms into digital web printing capabilities for newspapers and commercial printers is new.
The newspaper market is squarely in the cross-hairs of this new technology - which is a great thing. Advertisers might get excited again about newspapers if the industry can deliver 100% color capacity and variable data content and ads. Advertisers just might be interested in pin point accuracy of ads that match demographics of a neighborhood or an individual subscriber profile. Advertiser might be willing to pay higher ad rates to deliver ad content that they know will be realevant to the consumer.
Looking back 25 years, we easily realize the evolution that color brought to the newspaper markets. Today, digital web presses revealed at DRUPA is likely the next generation of technology that will deliver the next evolution of the newspaper to the consumer market.
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