Offset Technology: Never Say Die

Ultimately, Holliday predicts, “The litho guys are going to lose the battle for run lengths under their crossover point, which I place between 500-1,000 pieces. As a hedge against that, an offset printer can become a VDP provider himself and offer his customer whatever he needs.”

Holliday says he doesn’t expect VDP to get sufficiently better or faster to significantly raise the crossover point over time. “VDP is going to grow like a weed and get more popular, but the run lengths are going to stay down. Its success won’t come by getting the crossover point up, but by reaching up and pulling litho work down below the line.”