VDP: Debunking Urban Legends

“The print quality is stunning,” says Russell Brown, senior creative director, Adobe Systems and a founder of the ADIM Conference. “The personalized book is a powerful reminder of what this technology can do.”

• Digital printing is too expensive, and our run lengths are too long for digital presses.

Offset will always have a cost advantage on longer runs. But, as digital technology improves, its cost advantage extends to increasingly longer “short” runs. And many are willing to pay a slight premium for digital printing’s improved workflow efficiency, faster turnaround, elimination of warehousing and obsolescence of out-of-date materials through print-on-demand, and personalization of every piece in a production to improve relevance. In many cases, these benefits compensate for the higher cost of digital printing by delivering big cost savings and better results.