Heidelberg Technologies and Service Help Printers Succeed

Direct Advertising Response Takes Control with Equipment and Workflow Solutions from Heidelberg
Data management and direct mail house Direct Advertising Response, Inc., Anaheim, Calif., outsourced its print work until it became more expensive and less profitable to do so. The answer? Bring work inside to keep the revenue stream in house and exercise greater control over projects and deadlines. The move from film to computer-to-plate has been a very big deal for Direct Advertising Response, which selected Heidelberg to help manage the transition and hired Freddy Ramirez, a former print shop owner, to superintend its fledgling commercial print operation. The company recently installed a Heidelberg Prosetter P102 SCL platesetter with Meta Dimension and a POLAR 115 XT paper cutter and also purchased a Speedmaster SM 74 5-color press with aqueous coater and extended delivery. Direct Advertising Response uses Saphira Violet plates and chemistry in the new platesetter. With the new equipment in place, says Ramirez, “We definitely feel more in control of jobs coming in.” The company’s 45 employees serve a local, regional and national client base. The healthcare industry is an important niche for Direct Advertising Reponse. The company’s relationship with Heidelberg seems to have gotten off on the right foot. Says Ramirez: “The sales experience was absolutely great. Heidelberg lent us excellent support during the process of choosing our equipment. We look forward to a productive partnership with them.”