For years, even larger companies with big budgets limited the color on much of their printing to one or two spot colors. Full process color was expensive and a color brochure was a costly investment. Today’s digital presses produce beautiful color that is easily as good (if not better) than offset print.
Cranking up an offset press was costly in terms of both time and materials, so long runs were required to reduce unit costs. While there’s still some time and effort required to produce the first sheet with a digital press, short runs of 100 or 500 pieces are practical and affordable. Short run capability allows you to customize print collateral for targeted markets and to produce materials for very specific purposes. The closet you once used to store large inventories of outdated brochures can be used for other purposes.
Lead times for print have literally been reduced from weeks to hours. We still love it when we have a day or two, but it’s quite possible to turn the .pdf file on your desktop this morning into a folded brochure this afternoon.
Merging personalized data into a printed product creates immense value. Variable data printing allows you customize individual pieces for each recipient. It’s also possible to combine several versions of the same brochure into a single print run.