Offset and Beyond — Great Technologies, But Tough Times

Prince maintains that there is still a tremendous market for long-run production, and that digital printing is not yet known as a competitor in the long-run market. He points out that the consistency of digital is not there, and the price for long runs is significantly higher per unit than offset.

“Major litho players invested heavily in color controls, defect controls and improved makereadies,” explains Prince. “Currently, digital can’t compete [on long runs].”