Digital versus Offset

What's the difference between digital printing and offset printing?  Well, besides being done on different machines, the processes are quite different.  However, digital quality seems to be catching up.

"Recently I showed a client two samples of printing done using the two processes," Jennifer Beaty said. "He really had a hard time telling the difference between the two."

Jennifer is the managing partner of Executive Press, a full-service printing and direct-mail company based in Richardson, Texas. Executive Press provides both digital and offset services to their customers.

"We really have both processes because they are needed in different situations," Jennifer continued.  "smaller quantities and tighter deadlines are a better fit for digital and larger format and special treatments, such as full-bleed covers, are better when done on an offset press."

While the final products are produced on different machines, the design and file preparation is becoming more alike.  As we talked about in an earlier post, digital computer files are now used to produce plates for offset presses.  In the digital printing version, files go straight to the digital press for production.

A short list of reasons to use offset printing:

• When colors of inks have to match another project.
• Oversized or full-bleed projects like a folder or special cover.
• Large runs of the final product, usually over 1,000 copies.

A similar list for digitally printed projects:

• Shorter runs (as few as 10).
• Short deadlines and quick turnaround.
• When similar projects have also been done digitally so as to match one another.

For more information on when and how to choose digital versus offset printing, please call Jennifer or the team at Executive Press at 214-217-7000 or visit their website.

The Executive Pressman

The People Who Work Here: Sherry Valentine, Pre-Press Manager

She makes it all look so easy. But when you are experienced and have seen the sea change in the printing industry as Sherry Valentine has seen it, then you know how to adapt and change.

 “The process known as ‘prepress” has changed significantly since I first started in the printing industry in the 1980s,” Sherry said. “But having something that not only saves me time, but saves the environment, that’s a real plus,” she said.

The something Sherry is talking about is the newest piece of equipment in Executive Press’ printing process, a Heidelberg Suprasetter. Executive Press is a full-service printing company based in Richardson, Texas, and has been in business these past 30 years.

Sherry is also the operator of the Canon digital press. So, she not only understands the traditional printing process, she gets the digital systems as well.

“A real plus to having me on the digital press,” Sherry said,” is that I can identify color and quality pretty readily because of my offset experience.”

Sherry has been a part of Executive Press since 2000 and in the printing industry since the mid 1980s. Married to a pressman, Sherry grew up in the industry. But her expertise is in prepress and the process.

 “From capturing or creating a file to proofing to making plates, I’ve done it all,” Sherry said. “I started out stripping negatives but that process is now not only easier and faster, it’s cleaner, too.”

Sherry is mom to two sons and attended Ball State University in Muncie, Indiana.

You can reach Sherry and the rest of the Executive Press team at 214-217-7000 or at their website.

Improving the Pre-Press Process

Having the latest and greatest equipment and tools at your disposal makes work go smoother and faster. But some things never change.

Process.

“Even in this age of faster processors and ever more demanding clients, we still follow a basic process when it comes to preparing and getting a project approved,” Sherry Valentine said. “It doesn’t matter how new, fast or cheap something is, quality workmanship boils down to process,” she said.

Sherry is in charge of pre-press and digital printing at Executive Press. Executive Press is a full-service printing company headquartered in Richardson, Texas, and has been in business since the early 1980s.

The pre-press process at Executive Press revolves around these four basic steps:

1. Design or file acceptance. “Whether we generate the file or the client delivers the file to us,” Sherry noted,” every project starts with an original.” 
2. Proof. Email or hard copy, the work has to be seen and approved by the client. 
3. Imposition. “This is the step where we make a plate or a master, in the case of the digital press,” Sherry said. “We are about ready to go to press.” 
4. Platemaking. “Once all is approved and proofed, we go into actual production and make a plate,” Sherry said. 

Recently, Executive Press upgraded their pre-press equipment. New Apple Macintoshes were installed to provide more memory, increase processing speed and handle the latest software applications.

It is a dream to work here now,” Sherry said. “This new equipment makes all the difference in the world when it comes to improving quality and saving time,” she said.

You can reach Sherry and the rest of the Executive Press team at 214-217-7000 or at their website.

Going Green: The Heidelberg Suprasetter Platemaker

Being green isn’t just a color or using recycled paper. Changing processes can make you green as well. Especially when you are a print shop.

“With the addition of the Heidelberg Suprasetter platemaker, our shop is now ‘greener’ than ever,” Dave Allen said. Not only is the process simpler, it’s faster, too,” he said.

Dave is part owner and operations manager of Executive Press, a full-service printing company headquartered in Richardson since 1981.

“Sherry Valentine in our pre-press department tells me the Heidelberg is a real gift,” Dave related. “Any time we can save our employees time and energy, we’re all for that.”

Sherry manages Executive Press’ pre-press operations and has been in the printing industry since the early 1980s. She also is an operator of the Canon digital press. So, she understands the whole process.

“Before this new machine arrived, it took a significant amount of time to make a plate,” Sherry said. “Now we can make 60 plates a day,” she said. “It was just like adding another printer into our pre-press area.”

Not only is the machine quick, it is also green. Relying on just a printer’s gum being applied to the plates, the Heidelberg does away with film and developer. Consequently, there is less waste fluid from the process and whatever waste there is minimal.

“Going back to my days of stripping negatives, this is a vast improvement both in process and quality,” Sherry said. “Besides, I can do more work in less time than I ever could before the machine arrived.

You can reach Dave, Sherry and the rest of the Executive Press team at 214-217-7000 or at their website.

CMYK versus Spot Color

Knowing how a file is produced helps you decide how it ultimately has to be printed. Knowing and understanding the difference between CMYK files and two-color files is important.

Recently, we had a print job come up with this difference.  Heather Hunt, project estimator at Executive Press, came to our rescue.

"While there are many advantages to both of the processes, the biggest difference is in the final color,"Heather explained. "While CMYK uses multiple colors to achieve the finished result, many times it is not an exact match," she said.

In a nutshell, CMYK uses a combination of cyan, magenta, yellow and black to make up the final design colors.  Two-color or duotone process uses one color (usually a customized ink color) and black to match the main color exactly.

"Many times we will encourage our customers to go with the duotone option," Heather continued. "It is lower cost, both initially and in the long run, and it is easier to set up and the inks usually match exactly.  However, photos and other detailed features usually suffer," Heather said.

Having a printing partner who knows the difference in how a file is produced and being able to print that file is critical.  Executive Press has the capability to understand and counsel with their clients on what to choose and which direction to go.

For more information, contact Executive Press at 214-217-7000.

The Executive Pressman

Choosing Paper

Choosing the right paper makes all the difference in the world when it comes to the appearance and acceptance of your printed piece.

"Consider that the touch and feel of your brochure is a first impression just as much as the color and size of the item," Jennifer Beaty said. Jennifer is a principal in the Executive Press.

"When it comes to paper, we consider the choice as much as we do the ink color and design," Jennifer continued. "If we've done the design, then we've chosen the paper based upon how it fits the rest of the design. If we aren't the designers, then we work closely with the outside designer to ensure the finished product looks and feels the way they envisioned it would be," she said.

Based in Richardson, Texas, Executive Press is a leading provider of printing and printeing related services, mailing and distribution services.

When choosing paper, consider some if not all of teh following:

• Weight.
• Color.
• Surface finish.
• Texture.
• Adaptability to ink.
• Final use.

Papers come in many weights, usually measure in pounds (lb). A 100 lb stock is heavier than a 50 lb stock, for example. The weight is based upon the weight of a specific number of pages of a certain size.

Color is usually white. Ink will be used to change the look of the paper based upon the final design. Colored papers are usually used in office situations and not in custom printing jobs.

Coated, uncoated, coated one side are all considerations for the surface of the piece. Will you be writing on it? Will it have to be folded?

Some coated stocks are resistant to certain inks and some specialty inks dry from the top down to the paper and some from the paper up.

Will teh final piece be a brochure or a mailer? Will it be kept in a file or used daily?

Lots of considerations, so consult a professional. For more information, contact Jennifer or any member of her team at Executive Press at 214-217-7000.

The Executive Pressman

The Elements of Direct-Mail Marketing

When it comes to direct-mail marketing, there are several things to think about as you put together a successful program:

• What is your offer?
• Do you have a targeted list?
• What does your package look like? Is it appealing?
• Have you tested it?

Unless you know what your specific offer is, don't create a mail piece. Example offers include: half price, buy one get one free or 50% off. The more specific you can be, the more return you will get.

The more you know about your list and the more accurate and up to date it is, the more return and response you will get.

Consider the shape and size of your package or piece with reference to US Mail regulations as well as memorability. Color, shape, size are all important. Think "will this get past the executive's secretary?"

Trying things out in advance of the actual mailing is key to success. Just like a car test drive, if you can send a sample to 5 or 10 test subjects and record their responses, you can be assured that the item will work.

For more information about successful direct-mail campaigns, call Jennifer Beaty at Executive Press, 214-217-7000. Or check out this story on Answers.com, which was the inspiration for this post.

The Executive Pressman