ROYAL IMPRESSIONS -- Getting With The Program

BY MARK SMITH

Technology Editor

If digital printing were an animal, it would have to be a cat because the concept/technology is on at least its fifth or sixth life. The perceived killer application for the process has swung from short runs to variable data printing and now, some argue, back to short runs. Direct-to-press, digital offset solutions initially grabbed attention, but have since been over-shadowed by all-digital machines.