From Record Label Printer to High-End Packaging Provider DISC Graphics Changed with the Times

Take a walk through the history of any successful, longtime print provider and you will find a fascinating tale of humble beginnings and major paradigm shifts in product and service offerings that enabled the firm to evolve and grow long after the needs of yesteryear became a mere footnote.

A stunning example of changing with the times is offered by DISC Graphics, a multimillion-dollar specialty packaging solutions provider with a 200-employee army based in Hauppauge, NY. Believe it or not, this printer debuted in 1969 as an in-plant provider.

A bit of trivia is involved for hard-core fans of music: Remember Pickwick Records/Pickwick International, a music label known for its budget albums, children's releases and compilations? That company, which was subsequently sold to PolyGram Records in the late 1970s, actually employed legendary singer/songwriter Lou Reed as a staff songwriter. During his stint there Reed wrote and recorded songs for generic, forgettable artists, but also met fellow Pickwick performer John Cale, and they would move on to form the Velvet Underground.

Reed and Cale were not the only ones to cut their teeth with Pickwick. DISC was the label's in-plant, producing labels for the LP albums, not to mention 8-track and cassette tapes. The record label and those music formats would soon disappear, but DISC Graphics found itself evolving into new and exciting directions that have sustained the company through today.

A High-End Specialty Focus

When Don Sinkin, the firm's chairman and CEO, took the helm in 1986, the business consisted of 17 employees, with sales in the $1.8 million range. Today, DISC Graphics is renowned for its specialty packaging goods that serve the entertainment, pharmaceutical/nutraceutical, health and beauty, specialty food, personal consumer electronics and luxury goods markets.

Margaret Krumholz, president of DISC, notes that while the company does handle more pedestrian types of work "to put lumber through the shop," the bulk of its jobs are decidedly high-end. Its breadth of services is fairly expansive, primarily folding cartons but also includes mini flutes, hand assembly, tip-on services and pressure-sensitive labels. DISC also has the ability to use DNA for anti-counterfeiting measures that help thwart product tampering.

"We're being as innovative as possible, especially given the spaces that we're competing in," she says. "Being competitive is extremely challenging for us, largely because we're in a high-cost area. The critical part of driving cost out of the process is efficiency. We're constantly training our employees through Six Sigma training, lean manufacturing techniques and ISO certification."

The company just launched NEO, a patent-pending line of high-end packaging for Blu-ray discs that is slated to ship this month, and obtained several pieces of advanced printing technology, including a 40˝, 12-unit Komori LSX sheetfed offset press, which boasts two coaters and two drying units.

Suffice to say, the song didn't end for DISC Graphics when the record was taken off the turntable.

"When I took over in 1986, the first question I asked was how do I differentiate us from other printers?" Sinkin recalls. "We were kind of a commercial printer with a diecutter and a gluer. And, because of the experience I'd received at Queens Litho, I wanted to produce folding cartons.

"I viewed the industry as a pyramid. In 1986, we were one of 44,000 printers in the United States, and we were pretty much at the bottom of the pyramid; we couldn't do anything better or differently. We had to differentiate ourselves from the other 44,000, so we looked to the top of the pyramid. And, as you move up, there are less companies to compete against. Our goal was to get to the top."

The key in that regard was providing value-added goods for DISC's client base—packages that precious few competitors could match, notes Steve Frey, senior vice president of sales. "We don't want to treat print as a commodity and be viewed as a run-of-the-mill printer where we're competing strictly on price," he says.

The Komori LSX, with interstation UV curing, is another example of that commitment. The machine boasts a PQ8 double camera system for maintaining defect-free print quality and a closed-loop PDC system for color consistency and registration control. The dual in-line coaters enable DISC to put down a myriad of aqueous and UV coatings—perhaps a soft touch and a gloss at one time—in a cost-effective manner.

"We looked at all of the other vendors with good, reliable machines, but we felt the offerings from Komori America—and the positive experience we had with their machines and service—provided the best bang for our buck," Sinkin relates.

Another 2013 newcomer to the DISC stable was an HP Indigo WS6600, a roll-to-roll press used for printing digital labels. This machine also produces short-run folding cartons and is augmented with an ABG finishing system. In addition, DISC added a Bobst Expert folder/gluer equipped with an Accucheck quality control system, a machine that was introduced at the last drupa show in Germany.

DISC has also made a deposit for one of the long-awaited Landa S10FC Nanographic folding carton presses. Sinkin believes that a 40˝ digital press, possibly along with the Highcon Laser die-cutter that doesn't require a conventional die, are revolutionary concepts for the folding carton industry.

Specialty Packaging Technology

Perhaps the greatest buzz at DISC currently is the unveiling of its new NEO media package, which it touts as a visually stunning, sleek alternative to traditional specialty packaging. While the NEO was crafted for collector-level Blu-ray disc packages, it is a sexy and cost-conscious alternative to tin premiums used for Blu-rays, video games and music compilations.

John Rebecchi, senior vice president of marketing and sales development, points out that major film studios and other entertainment entities are always on the lookout for different, fresh and innovative products that add value.

"We wanted to shake up the industry with a new package that targeted high-end collectors in the marketplace, which was traditionally dominated by tin packaging," he says. "With that market in mind, our West Coast packaging designer, Shane Rossiter, created our first NEO prototype that has evolved into today's high-end NEO package. When you look at it and feel it, you almost get a sense that you're holding a modern cell phone in your hand. It's the ultimate package for physical media in a digital world."

Krumholz believes the company's employee base is the secret behind the immense success enjoyed by the firm. That appreciation is underscored by DISC's frequent appearances on Printing Industries of America's "Best Workplace" annual list. The last five years alone, the company has also garnered "Best of the Best" distinction.

"The award is a reflection of the relationships we have with our employees, our vendors and our community," Krumholz remarks. "We have a low turnover rate and a rewards program for safety, time and service. We do cross-training. We installed an employee gym a few years ago and we have a health and wellness program. The awards speak to who we are and what we care about."

In the short term, DISC seeks to fully implement the wealth of new technology acquired in 2013, while looking ahead, Sinkin seeks to continuously grow the company and maintain financial health. Continuity of relationships is important; there are a number of employees with 30-plus years under their belts, and second generations have entered the fold. The same holds true for clients.

"We don't look for single jobs; we look for customer relationships that will endure for long periods of time," he says. "I like to make money on every job, but it's not a necessity. I'd rather look back at the end of a given year and see that a client has been a good customer for us, and we've been a good supplier for them." PI