About the Customer

Customer Service vs. Lowest Price

What does customer service have to do with pricing? I must profess that here I am at a loss to describe any linkage between the two. But here's the rub, I really expect a different level of service as the price goes up for similar products. Is that realistic given the marketplace and the seeming lowball pricing of discounters and no frills business models?

When I see a low price on an item I am interested in purchasing I definitely check it out. But realistically, can you do that with a low cost banner purchased over the internet? Very difficult indeed. Low pricing does get my interest, it may even entice me to purchase if I my budget is constrained. Is this type of business model something that I will be loyal to. What is brand loyalty anyway?

To me brand loyalty conveys a connection that is strong between the consumer and the producer. I know when I buy/purchase brand X, I am getting a top notch product, made at a consistent level, meeting or exceeding my expectations. It's all about the expectation isn't it? Digressing a moment here to the low price scheme. Low prices have a mixed bag of returns until tested. This goes for anything that is low-ball priced, from services to cameras to bulk breakfast cereals. I have not yet to date bought a low-ball priced item blind (I just couldn't pass it up, it was half the cost), that was above my expectations. I must admit though that when I do go down this road, and we all have, that one usually lowers the value in advance. As humans we feel better when expectations are surpassed, rather than lowered. Who likes to feel jipped, any hands?

Gain Loyalty With Customer Service
Case in point. I went shopping with my significant other recently to a well known department store, starts with the letter N, that still caters to customers, making them seem more like clients actually. That is a concept worth watching in action. Helpful sales people, in interactive mode, helping you make decisions, checking stock in the back-room, calling other stores for inventory, offering to ship one to you for free. My wife bought a purse, and I really think that if no one had appeared, the sale would not have happened. To test this sales attention theory, could be a fluke or just a happy new hire, I went to the mens department to check things out. Surprisingly, I received the same level of attention. By the sales persons actions, I was ready to take receipt of a shirt that cost more than I would usually pay. Was the shirt significantly superior to another department stores brand? No, it really wasnt, so I decided to wait. But the more important aspect of the trip was that I would go back to that store, just by the action of an attentive salesperson, that person bonded me to that store and the expectation level. Back to the business at hand, your business.

Don't Forget the Follow Up
A week or so later, in the mail, my wife received a hand written note card form the sales person stating thanks for shopping with us, I hope you are enjoying the new purchase, anything I can do please contact me, pleasure meeting you, etc. My wife exclaimed, WOW, did you see the note? I have never, in my life to date, received a note from any store as a follow up to a purchase. By the way, this was not some outrageously expensive, multi-thousand dollar designer purse mind you.
They made her feel cared about, and as humans, we all want that right?

How is Your Customer Service Operating?
Business that are service oriented should have great customer relations, sadly I have found this in general to be the exception. But a happy medium needs to be reached. A couple of tips I can proffer up are to; operate interactively with all customers, don't be an order taker, listen to all concerns, even if they are the same concerns over and over. Make suggestions that speak to budget minded clients, levels of expectation, and warranty or guarantee protections. Take the time to personally thank (no email, please), call me and ask how the product worked out. If you want to pull out all the stops, a hand written note card.
Does really sound customer service mean you can't offer the lowest price?, or that you are expensive, will clients pay more for superior service?
It has been my experience that the offering of a first rate customer service will build customer loyalty, its only human nature. Can service make a company stand out, even in the face of commoditization? Yes it can, from a marketing perspective, its a vital core of building and sustaining a competitive advantage that is very much brushed aside by printers.

There will always and forever be start-ups, or internet companies, that have little overhead, or whose products can be got cheap. When was the last time you got a hand written note from one of those folks. The ability a company has to change perceived values in a customer is enormous. Embrace brand awareness, integrate building a loyal customer base, create word of mouth,personalize your customer service, hand write a thank you note.

Submitted by: Jeff Burton, SGIA

Make Finishing a Profit Center in your Business

Many businesses believe that finishing is an essential step to protect the inks before the prints are sent to the customer. Yes, this is an important reason for laminating images. However, I would not view it as the only reason if I were you. "The best way to make money is to keep the inkjet printers running." is a misleading, but common notion I hear. Often, finishing is under appreciated and money is literally left on the table. When unfinished, a print may struggle to stand on its own for the desired effect to be achieved when it reaches its final destination. The "value" lies in its aesthetic appeal. However, when the print is mounted, routed, and/or laminated, the piece transforms into an integral component of its final surroundings. That very idea is the confidence many customers are seeking from a print provider that can mean higher margins for your business. Providing a variety of finishing opportunities for a customer can increase the perceived value of their product. When finishing is viewed as a necessary evil, the potential for business growth will greatly diminish.
First and foremost, make your customers aware of the wide variety of finishing materials and options available to them. Train your sales staff to offer solutions, not prints. You want to enlighten your customers and spark their imagination. Otherwise, they will continue to think their only option is a 2-mil gloss simply because they do not know what options are available that are a "best fit" solution for their product. It is the salespersons job to educate customers so they know what choices are available to them. To accomplish this, you may need to have your sales team spend some time in the finishing department.
Show your customers what you can do by putting sample packets together showcasing some of your more exceptional finishing techniques. Showing your customers what is possible, and charging appropriately, will transform your finishing department into a rewarding profit center for your business. The key is to know what your capabilities are with regard to the equipment and finishing options you have. I think the real trick is to pick a solution that will make business growth possible. I would start by picking a solution that complements most of your existing products, and then grow into more exclusive solutions that offer customers product uniqueness. Constant attention must be given to efficiencies in order for a business to grow and be profitable. While it is important to buy the right digital printer, buying the right finishing option is just as important.
Today's most successful print providers differentiate themselves from the competition by offering the benefits of total finishing solutions to their customers. From trade exhibits to outdoor signage and fine art, print providers can see financial benefits from print finishing technologies. Finishing the job improves the performance of the product, and can make a positive difference to your bottom line...and you can take that to the bank!

Johnny Shell, SGIA

US Businesses: Do you know about GINA?

Last May, President George Bush signed the Genetic Information Nondiscrimination Act (GINA). This legislation protects Americans from discrimination based on their genetic information when it comes to health insurance and employment.

What does this mean for imagers? Those based in the US will need to display a revised Equal Employment Opportunity (EEOC) poster by November 21, 2009. You can order or print your own copy of the poster at the EEOC's website.

Additionally, this means that any information about an employee's genetics cannot be used in hiring, firing or promotion decisions or health insurance access. For example, if you have an employee that has tested positive for the gene that causes a specific kind of cancer, this information can not be used in employment-related decisions. Nor can this employee be denied access to your health insurance plan if they are otherwise qualified for it.

If you have any questions related to this, please email me at katy@sgia.org.

Submitted by: Katy Lellelid

Communication Breakdown

When you talk with your customers, how do they typically express color terminology? If they're like many, phrases such as "The sky is too dirty.", "The apple is too warm.", "It needs more POP.", "It looks too brass trumpet, gold fishy." are common. OK, maybe not the last one. I just made that one up to emphasize some of the ridiculous comments customers have made over the years.

The problem here is that all the descriptive terms commonly used are too ambiguous. There is considerable chance for misinterpretation when using ambiguous terminology to describe color. Using vague terms when communicating color can lead to delays in prepress and production schedules. I'm sure some of you have been in the situation where "...the gold in her jewelry is too warm, and the sweater needs more (insert one: Snap, POP, Oomph)."

During my days in production, I often found myself viewing prints with a customer that may have described a color as too warm. I would think, "Okay, it's too yellow." But the customer may have been really thinking it was too red. In my understanding of color, "warm" equals yellow, "red" equals hot, "cool" equals green, and "cold" equals blue. We may have been thinking the same way, but communicated it differently, leading to different interpretations. Like the time my wife asked me "Can you vacuum the house while I'm gone?", and I thought she said "Can you watch eight hours of NCAA football?" It's all in the interpretation.

Knowing and using proper terms when communicating color is critical in the success of color reproduction. Remove those vague terms (cool, warm, hot, etc.) from the approval process and try to use color terms. It's OK to use Cyan, Magenta, Yellow, and Black because these are the colors we print with. Even stating a color or particular area of a print needs less Red, more Green, or less Blue, is OK but be careful because customers may often say blue, but actually mean Cyan. We don't print with a red or blue ink. Blue is made up primarily of cyan and magenta. Red is not the same as magenta - magenta needs a fair amount of yellow in order to transform into a color we call "red".

The customer is but one piece to the color terminology puzzle. Think about the entire workflow and how color terms change based on who's involved. Here's an example:







Many color experts promote using the LCH color model (Lightness, Chroma, Hue) when communicating, approving, or commenting on color. If a color is too dark, simply use the term "lighten". If a color is too saturated (chroma) use the term "desaturate". If a specific area of a print needs to be a bit bluer, use a phrase like "Make slightly bluer". The crayon can be used as an analogy to illustrate what LCH is. You do remember crayons, right? Hue is the color of the crayon (red, blue, etc...), Chroma is how hard you press down with the crayon, and Luminance changes based on the media or substrate and its brightness and color temperature.

The key requirements when communicating color include:

• Education (Client & Self)
• Proper use of ICC profiles
• Proper use of standard color terms
• Controlled viewing conditions
• Consistent, controlled printing conditions
• Education (Client & Self)

We communicate in the context of color on a daily basis for various reasons - to describe a desired effect, to correct or edit color, to critique a print job, or to control a file in the print queue. Color is a science and all of these examples require the ability to effectively communicate color. To emphasize the importance of client and self education, you need to accept the fact that color education is a never ending task and is a cost of doing business.

Submitted by Johnny Shell, SGIA

Graphics Producers: Expand Your Reach

In the process of growing their businesses from local or regional service to national service, the successful delivery and installation of wide-format graphics has become a critical factor, and significant challenge.

Truthfully, the printing and in-house finishing you do is often the easy part, mainly because you, your company and your staff have control over process variables. When the job moves outside the walls of your facility, however, challenges can arise, particularly if the graphics must be installed. Installation is a critical, final step in the graphics creation process, and is often done out of your view and out of your control.

For many graphics companies, a significant challenge is to find a graphics installer that can not only do the job right, but also do so professionally. Graphics producers can easily manage this challenge by working with the Master Certified Installers of PDAA, the industry's premier community for graphics installers. PDAA Master Certified Installers have undergone stringent proficiency testing, and have proven their ability to apply the materials of numerous manufacturers to a wide variety of surfaces and objects.

Using the services of PDAA Master Certified Installers, graphics producers are able to produce printed, finished graphics for truck and bus graphics, vehicle wraps, window graphics, floor graphics, wall graphics and more, and put them into the hands of a group of installers - positioned across the country - that can successfully complete that final, critical step.

PDAA Master Certified Installers are undoubtedly the industry's best, both in proficiency and in professionalism. They offer you the opportunity to provide your clients with total imaging solutions, and to easily expand your reach into numerous markets, nationwide.

Connecting with PDAA Master Certified Installers is easy, simply use the PDAA Find an Installer Search at www.sgia.org/pdaa.

Submitted by: Dan Marx, SGIA

Rolling Out the Heavy Iron

As these words are being posted, the 2009 SGIA Expo trade show floor is just opening. Surely, many of those attending this year's show will be impressed by the amount of high-production inkjet equipment on display. This year's showing is a continuation of a revolution that began at the 2008 SGIA show in Atlanta, and has returned stronger, more pronounced, and increasingly capable of changing the boundaries of what digital equipment can do within the specialty graphics industry. If you are at the 2009 Expo, you are seeing the future. If you are not at the 2009 Expo, you are missing out, as some of these groundbreaking technologies are being shown in the US only at the SGIA Expo.

What makes these new machines interesting is that they offer blazing speed for inkjet printing, coupled with excellent print quality. This means that the days of choosing between a slow machine with excellent print quality, or a fast machine with less-than-preferable print quality are over. Beyond this changing reality, however, is the sizable change the introduction of these new devices has on the "break-over point" between digital and analog technologies. This means that for screen printing shops, and those companies doing certain short-run litho applications (posters for instance), for run of up to 500 (or more), digital is now the faster, more economical choice.

I'll be honest with you. These new machines are not inexpensive, and some of that cost goes to support industry manufacturers' tireless development of the inks, print heads and curing systems that make speed with quality possible. The companies that have invested in these new, high-production digital solutions, and who have enough business to "feed the beast" and make a profit are thrilled with the outcome of their investment in new technology. These companies have made the move away the way things have been done, to the way things will be done.

For more than a decade, digital imaging technology has been seen as a technology allowing for economical short runs. This reality is as true today as it was then. It is today, however, so much more. Those business owners who do not consider the implications of our industry's significant technological advances may find themselves several steps behind their more forward-thinking competition.

Submitted by: Dan Marx

Ten Reasons You Must Attend the 2009 SGIA Expo

With literally thousands of products on its massive trade show floor, the 2009 SGIA Expo is your best opportunity to build, grow and succeed in your specialty printing business, or tap any of today's robust wide-format markets. Here is a just small sample of what you will see.

1. HP Scitex FB7500
The HP Scitex FB7500 is a UV flatbed printer with high print speeds that make it ideal for printing medium and long runs of POP/POS applications with tight schedules and in high-paced, demanding environments. Full productivity, including loading and unloading, is up to 500 m2 (5,380 ft2)/hr - equivalent to 95 full beds/hr or 105 120 x 240 cm (47 x 94 in) sheets/hr. HP will be printing live at SGIA showcasing the range of output and quality with a solution that delivers a throughput of up to 500 m2 (5380 ft2)/hr and outstanding media versatility.

2. EFI VUTEk GS2000
The GS2000 increases productivity and extends the application set of superwide printing, giving users a source for new revenue streams. It can print true 600 dpi at 24 pl and true 1000 dpi at 12pl drops. It offers eight colors plus two channels for white. Designed for traditional 2-meter applications such as banners and signs, as well as detail-intensive applications such as POP displays. In its Fast-5 mode, the GS2000 prints at speeds up to 2000 square feet per hour. This exclusive printing mode allows owners to compete with commercial printers, as it makes same-day, order-to-delivery a reality. For more demanding applications, the GS2000's eight-color plus white mode prints images at speeds up to 1000 square feet per hour.

3. Durst Rho 1000 Continuous Inkjet Production System
The new Rho 1000 is a continuous UV printer that can be integrated into existing manufacturing processes. Durst's new model offers a maximum output of 200 two-by-eight-feet boards per hour, without interruption, while ensuring optimum quality. The two decisive factors behind this achievement are the further development of the revolutionary Quadro Array printhead technology and Durst's efficient workflow configuration that can integrate into existing manufacturing processes (screen and offset printing).

4. LED UV Curing
See numerous new inkjet imaging devices, including the Roland VersaUV LEC-300 and the Mimaki JFX1631 printers, offering the advantages for LED-UV curing. Using intense LED lights to cure the ink, these systems use less energy, offer drastically-extended lamp life, and expand the number of possible substrates that can be printing using UV inkjet, given the reduced amount of heat generated during the curing process. See this and other examples of how new technologies are moving our industry forward.

5. Intensive Industry Education
Hear the latest information on high-production inkjet printing, color management, print finishing solutions, graphics installation and myriad other topics. Learn from the industry's top experts in any of more than thirty educational sessions in a curriculum designed to maximize opportunity and increase profitability for your specialty graphics business. Two free expert panels will address the state of digital imaging and screen printing.

6. Multiple Media Solutions
Featuring innovative new media products including: MACtac Graphics' IMAGin B-Free Window Films, DreamScape's Bling!, DaVinci Technologies' Enviro Board and Intellicoat Technologies' Stick 2. The SGIA Expo provides the broadest view of the possibilities in printable surfaces. Whether you're looking for new solution in rolled media, pressure sensitive films or rigid materials ranging from plastics, metallic finishes and sustainable media solutions, the SGIA Expo has it all.

7. Sales-Free Expert Advice Zones
Step in to SGIA's Professional Decal Application Alliance (PDAA) Graphics Application Zone in the sultry Crescent City at SGIA Expo booth #1039! Experience in-person demonstrations of vinyl installation to truck trailers, automobiles, tables, glass, concrete, walls, floors and more. Also, March in to SGIA's Digital Textile Finishing (DTF) Zone in the Big Easy at SGIA Expo booth #1637! See first-hand dye-sublimation printing and transfer, and textile finishing tools and techniques such as: Sewing, edge welding and seaming, grommeting, and a variety of cutting and trimming tools.

8. Keynote Breakfast and Breakout Session
Listen to keynoter Marc Miller as he talks about how the best salespeople are changing the game by learning to become less of a salesperson, and more of a business person who sells. Then, earn a seat at the table! In his "how-to" workshop, Marc Miller, CEO of Sogistics and best-selling author, follows up on the Keynote Breakfast to closely examine the skills, strategies, mindset, and steps required for successful sales in the 21st century.

9. Complete Finishing Solutions
The 2009 SGIA Expo will have on display the industry's widest range of finishing technologies for specialty graphics producers, regardless of what they produce or hope to produce. Whether it's lamination and mounting, cutting and routing, edge welding and seaming, doming, grommeting, or innovative new solutions like the Drytac DES4-Foam Edge Finishing System, the SGIA Expo is the place to see, listen and learn. In fact, the SGIA Expo offers the whole process: Prepress, printing, and finishing, and all the materials to support them.

10. Maximum Networking
Industry newcomers and industry veterans alike rely on the SGIA Expo as the critical event to help them make new contacts and build their professional networks. Whether it is through meet-and-greet on the massive SGIA Expo show floor, networking opportunities such as the SGIA Thursday Night Dinner Party, or the magic and mystery of the Crescent City, you can grow your business one valuable connection at a time.

Register now for the 2009 SGIA Expo!

Submitted by: Dan Marx, SGIA

SGIA Expo: See, Listen and Learn

The upcoming 2009 SGIA Expo (October 7-9 in New Orleans) is the premier showcase for specialty graphics technology, featuring technologies and supplies to support a diverse range of process and end products. It is also this year's best opportunity to learn the latest about our industry, and go home afterward with a stronger sense of where to take your business.

The SGIA Expo will feature sixty educational sessions in a curriculum designed to help you maximize your business. The sessions, organized by tracks addressing digital graphics, screen graphics, screen garment decoration, digital garment decoration and business management (including "corporate level" sessions), are presented by respected experts in the specialty graphics industry. They have the information you need.

For garment decorators, the SGIA Expo is also presenting four hands-on workshops addressing printing on polyester, printing on darks, ink management and special effects printing. These workshops are low-cost, high quality training designed to push your company forward.
To bring added value to the SGIA Expo educational experience, you will be able to apply fifty percent of the fees you pay for Expo educational sessions to SGIA membership, or renewal dues, up to $115. To take advantage of this unique benefit, you must register and pay for the sessions by September 4.

Last, the 2009 SGIA Expo is your opportunity to learn from any of the thousands of industry experts on the exposition floor. Whether they are suppliers, printers or industry pundits, you are urged to meet, greet, and expand your professional network.

The SGIA Expo is like many things in life: You get out of it what you put into it. Simply put, the more effort you put into seeing, listening, learning and asking questions, the more benefit you will receive from your time at the New Orleans event. This, my friends, is your opportunity to grow.

I look forward to seeing you in New Orleans. And remember, if you register prior to September 4, your expo pass is free. Register now for the 2009 SGIA Expo!

Submitted by: Dan Marx, SGIA

Wide Format Inkjet Technologies Converge

What a long way we have come in digital graphics technologies. What started out as a technology offering coarse, slowly-printed, but colorful one-off images has become something else altogether.

Just a few short years ago, I wrote in the SGIA News of a growing dichotomy in the digital graphics industry. Because of the technological situation at that time, printing companies were being forced to make a decision between high quality, or high production solutions. High quality printing focused on high print resolutions and color fidelity, and was used primarily by companies doing close-up POP work and other quality critical jobs. High production inkjet, on the other hand, offered throughput that began to push the envelope on the traditional boundaries in the printing industry, making inkjet increasingly competitive against screen printing and short-run lithography. For the most part, high production systems offered high speed, though with a trade-off typified by reduced print quality.

Today, we find ourselves at a new point along inkjet's still-expanding continuum. Some of the new systems entering today's graphics marketplace now offer both high quality output and high production capability. This new development, like so many of inkjet's technological changes to date, serves to both expand the possibilities for market access by wide-format inkjet and again push inkjet further into the territory traditionally held by analog processes.

Theses systems, however, are not for every graphics shop, as the cost for entry is still quite high. That said, a number of shops have done the math up front, and proven that the additional capabilities of these units place them on the positive side of the profitability equation. Further, these developments will not be limited only to the "high end." The technological changes that are integrated into today's high quality/high production machines will, over the next few years, begin to be integrated into mid and entry level machines as well.

In the past few years, I have heard inkjet scientists and pundits alike speak to the as-yet-untapped potential of inkjet for graphics applications. The recent convergence of quality and productivity is a strong step toward realizing this potential, though there is still much to discover, integrate and benefit from.

Submitted by: Dan Marx, SGIA

Truth and Dare

Truth, ultra violet curable material science has grown to be big business. A billion dollar plus industry that cuts across a number of varied markets. UV curing as an inkjet technology has become the mainstay of flatbed digital printing, with one major drawback. That being the use of mercury vapor arc lamps. Traditional arc lamps operate at very high temperature (850-950C) requiring air extraction and an additional heat burden on a businesses air conditioning system. There are also issues relating to the frequency of bulb replacement and the drop in UV output over time that causes issues in yield and quality. Over the last 20 years electricity prices for industrial uses in the US have more than tripled . That makes end users pay closer attention to electrical requirements of their production equipment. At the moment, arc lamps are exempt from the Reduction of Hazardous Substances (RoHS) directive, but there are concerns related to having to change and dispose of these hazardous bulbs, and the ozone that is produced in the plant environment.

But UV curable has been the choice to go to when the only other option in inkjet ink systems is some form of solvent ink (besides aqueous and latex). With more and more local, state, and government regulations being written that tighten environmental regulations, UV is it.

UV ink has grown up, so to speak, as has the substrate market. What is next, is to jettison mercury vapor altogether and use some form of semiconductor light technology. With the development of high output LED lamps, especially LED lamps that output in the UV range, UV curable inks can now be tuned with the right photo initiators to match the wavelength of the solid state lamps output.

You will see this technology in more and more printers that are in development and put into the marketplace. I wish that current machines in the market, that are mercury vapor bulb based, would be retrofitted by the manufacturers ( I think businesses would pay for this upgrade) to a current solid state, tuned ink system. Who's first, come on, I dare you.

Jeff Burton, SGIA

Closing the Loop on Graphics Installation

The recent placement of PDAA, the Professional Decal Application Alliance, under the broader umbrella of SGIA is an exciting new development for graphics producers and installers alike. The new alliance is important because it addresses a significant area of the production chain by providing reliable support at the end of the process, also referred to as the installation of the finished piece. The word "reliable" is important here, because if all the hard work you do to create eye-popping graphics amounts to nothing because of a fly-by-night installer, your company's bottom line and reputation suffer. When something goes wrong, the blame is on you, the "graphic solutions provider," and not on the unqualified installer who produced numerous bubbles, creases, visible cut marks or worse. That is why installers recognized by a meaningful, objective certification are so important to your business.

If your company currently works with independent graphics installers, or plans to do so in the future, you owe yourself a visit to PDAA's Find and Installer Search, where you can locate PDAA Master Certified Installers nationwide. The "master certified" designation is a calling card that means the installer has the proficiency to do the job right. The truth of the matter is that there are a lot of installation companies in business today, but just because a company has the tools of the trade does not mean they know how to use them effectively. By working with a PDAA Master Certified Installer, you gain assurance, reliability and professionalism, period.

If you employ your own installation team, now is the time to raise the bar on what you offer your customers, by getting your company PDAA certified. The PDAA "badge" means your company is committed to quality from the start of a project to its successful completion. Further, companies that hold master certified status rise to the top section of the PDAA installer search. This offers higher visibility and an increased ability to make valuable business contacts. Small price, big benefit.

In today's business climate, where margins are thin and every penny counts (and, really, shouldn't it always), your company must have the ability to deliver the job as agreed, on time, and done correctly. There is no alternative. By using PDAA certified installers, you close the loop on the process.

Submitted by: Dan Marx, SGIA

Printed Electronics

I recently returned from the SGIA 2009 Membrane Switch and Printed Electronics Symposium, held May 5 thru 7 in Overland Park, Kansas. This symposium brings together the some of the most proficient technical and engineering minds. The daily challenge in many of their shops is not matching color or printing rosettes (although they do that too). Instead, they are printing functional inks to achieve necessary conductivity and resistivity in the printed electronic products they produce, working with indium tin oxide (ITO) for touch panels, organic light emitting diodes (OLED), and removing the metallization from polyester (PET) to create circuits using laser technologies. They print for function, not for looks.

When he welcomed the attendees to the symposium, Chairperson Chris Walker summarized the role of the SGIA Membrane Switch and Printed Electronics Council as a group who strives to provide the latest technical information, educational opportunities and product innovations during the annual Membrane Switch and Printed Electronics Symposium. This group teleconferences almost weekly throughout the year as the educational sessions take shape to ensure a balanced, educational program. The symposium is the major avenue whereby industry leaders, thinkers and doers present a variety of topics directly or indirectly related to the industry. In a highly specialized and technical market, the annual Symposium provides a venue for networking as well as the opportunity to meet with suppliers and producers to discuss issues related to products, processing, manufacturing, marketing and new technologies.

However, the major difference in the programming this year included the broader range of Printed Electronics (PE). Historically, this has been more focused on membrane switch production; however, printed electronics has gained interest from this industry. I think David Sime of Soligie Inc. stated it best within the synopsis of his presentation entitled High-Volume Printed Electronics in Practice: The art of membrane switch manufacturing has provided a foundation for the emerging industry of printed electronics. In fact, membrane switch manufacturing technologies led to many of the techniques used today in printed electronics. You might find it interesting that printed electronics is one of the fastest growing technologies in the World. It is gaining interest from industries like chemicals, consumer goods, healthcare, military, electronics and publishing. It is allowing electronics to be used in places like never before. Plus, the number of companies involved is doubling about every 18 months or so, all hoping for a share of the estimated $300 billion potential market that includes applications like RFID, flexible displays, bio-sensors, and photovoltaics.

Many traditional membrane switch producers have branched out into these markets to capture additional revenue streams and many of the products associated with these new markets are produced with similar tools, equipment, methods and materials they use. A resonant assertion from the attendees I spoke with during the symposium was that they saw the connection between what they currently produce and what they could produce based on the information conveyed in the presentations that were presented.

Each member of the SGIA Membrane Switch and Printed Electronics Council deserves a hearty Thank You for their many efforts in developing this year’s highly advanced program. Without their time and dedicated support, the symposium would not be possible. A big thank you to Preco Inc and NazDar who sponsored tours of their facilities during the symposium. The Bar-B-Que was great! While on the subject of thanks, Dutch Drehle, SGIA Technical Services Associate, has been staff liaison with the Council for the past few years and is planning to retire in July. Dutch has served in the industry for fifty years and will be missed by all the many colleagues he has befriended. Dutch, thank you for all your many efforts and enjoy your retirement in Arizona.

Speaking of Arizona, work has already begun on the 2010 Symposium being held in Phoenix. We would be interested in your programming thoughts and suggestions so contact me a jshell@sgia.org. As we continue to develop and refine the symposium, our ultimate goal is to inexpensively provide an event with unparalleled technical information and networking opportunities.

Submitted by Johnny Shell, SGIA

Sticky Side Down

My son, Julian, is approaching three years old, and loves to play with stickers. In the parlance of our industry, we use the term "decals," though the difference does not seem to make much difference to him. Recently, he was about to place one of his stickers onto s piece of paper when he looked at me and said, "sticky side down." Good advice.

His words got me thinking that for many in our industry, "sticky side down" ia all that a great number of people in our industry know about vinyl installation. It is easy, right? The answer to that question is yes...and, no. To me, vinyl installation is a lot like playing the drums: Anybody can bang on the them and make some noise, but it takes a great deal of practice and experience to make "Sing, Sing, Sing" swing. It takes a master.

The recent placement of PDAA, the Professional Decal Application Alliance, under the broad umbrella of SGIA, serves to connect masters in graphics installation, those who have had their abilities tested and certified, with those who have graphics to install. PDAA Master Certified installers have the knowledge they need to install on flat surfaces, curves and complex curves with aplomb. Whether they are independent installers, or they work in-house for a graphics producer, they know what they are doing, and they can do the job right the first time.

But that's not all. It goes much farther than that. In a recent discussion with a representative of a major manufacturer of pressure sensitive vinyl, I heard a viewpoint that served to broaden my view of the graphics installation. The next step in my thinking goes beyond the skills needed to wrap a VW Beetle free of errant bumps, image distortion or wrinkles; and it goes far beyond how quickly the job can be done. It has to do with materials awareness.

For those who believe that "vinyl is vinyl," and that every product out on the market is pretty much the same, I offer that the world of adhesive vinyl has grown by leaps and bounds over that past couple of years. This includes the introduction of a growing arsenal of materials that allow imaging companies the chance to diversify their offerings and access new, interesting and profitable new markets. Those companies that will succeed, even dominate, these new markets are those that not only print the image, but also can ensure the print buyer that the print can be installed beautifully, and will stay on the surface - whether it is a window, a brick wall or a car - for its intended duration without peeling around the edges, popping out of concave areas, shrinking, or simply falling off.

A truly qualified installer, one who has used and been tested on the widest variety of materials, is the best possible resource for installations that look as good after a year or two or more as they did the day the job was done. That is the advantage that PDAA's Master Certified installers bring to our community, allowing SGIA members to provide their clients with total imaging solutions - design through installation. SGIA is thrilled to have PDAA on board, and to help SGIA and PDAA members alike make their businesses stronger and more profitable.

Submitted by: Dan Marx, SGIA

Green Grows

One would have thought, perhaps, that in an economic downturn consumers would be universally casting off the sustainability trend (where products tend to be more expensive) in favor of cheaper products. This is not the case according to the BBMG 2009 Conscious Consumer Report. It found that 67 percent of Americans agree that "even in tough economic times, it is important to purchase products with social and environmental benefits." Over half (51 percent), said they are "willing to pay more" for them, as well.

Additionally, the report finds that "green" benefits have increased in importance to consumers since last year when the economic situation was rosier. Locally grown or made nearby was important to 26 percent of respondents last year, but 32 percent this year. Buying products made from recycled materials was important to 22 percent last year but 29 percent this year.

How could this be? Well, in my opinion, the sustainability movement has melded with what some publications are calling The New Era of Thrift (and a little bit of nostalgia for a simpler life). Consumers are prioritizing their purchases and are really focusing on buying what matters. And, if it's important to them, they don't mind paying a bit more for it (although they will still shop around to find the best deal). This idea blends nicely with the "reduce consumption" part of the 3R's: reduce, reuse, and recycle. Reusing also ties into thrift, as evidenced by the popularity of reusable shopping bags, which at some grocery stores give you a small discount off your bill for using them, and the growing number of posts on my local Freecycle (a community listserv where people give away goods they don't want or need).

I'm also seeing businesses embracing the New Era of Thrift. With 71 percent of consumers in the Conscious Consumer Report avoiding "purchasing from companies whose practices they disagree with," now is a good time for businesses to see if their business values match up with their customer's values. How are businesses getting thrifty? Some companies are urging employees only to print out documents they really need and to print them, when possible, duplex or 2 pages on one side. Lights and computers are getting turned off when no one is using them. In addition, using space efficiently on substrates has become a focus. Not only do these measures save the business money but they also, conveniently, are friendlier to the environment.

Are you finding your customers more or less interested in sustainability? And, is your business entering the New Era of Thrift?

Submitted by: Katy Lellelid, SGIA

Ongoing Convergence

Through a mix of changing times and simple necessity, we are forced to redefine ourselves from time to time. In fact, people who know me today know Dan Version 12.0. Numerous friends have seen me through several upgrades. The truth is, given the many changes we have seen in our industry in the past decade, and given the many decisions we have had to make about our businesses in the last year; your business has surely been through an upgrade or two as well. It is the way things go.

Recently, I have seen much more interest by specialty imaging companies to cross industry barriers as a way to increase revenue potential. They are utilizing low-cost-of-entry technologies to branch out, redefine and grow. Here are a few examples I have heard about:

• A garment decoration company purchases a small, sovent-based, roll-to-roll inkjet printer as a way to offer small-scale window and vehicle graphics to existing customers, and to expand business opportunity by reaching out to potential customers.
  
• A company using dye-sublimation inkjet to finish garments branches into new areas by taking full advantage of available, dye-sublimatable products, by offering their customers plaques, ceramic tiles and mugs.
  
• A small sign and graphics shop purchases a direct-to-garment machine as a way to capture additional revenue from customers, particularly from businesses and individuals seeking banners and signage for special events.

Each of these companies has found a way to find additional revenue at a marginal cost. And why not? Increasingly, what we do and how we do it all starts with a digital file. It has become the core of the specialty graphics industry, and it is the common element that ties our still-disparate technologies and end products together. The chasm that once separated certain graphics applications from garment applications is now just a shallow ditch: eminently crossable with just a little bit of effort.

For a small investment, specialty imaging companies of all stripes can install just a bit more hardware, do a touch more training, and branch into a new market area. By doing so, they keep their customers from going somewhere else, and they maximize the potential of a diverse revenue stream.

Submitted by: Dan Marx, SGIA

Making Good Things Happen

Show a group of SGIA members a partially filled glass and some will see it half empty, some will see it half full, and still others will suggest you print your logo on it to enhance your marketing efforts. You really have to appreciate the entrepreneurial drive that resonates through the specialty imaging community. That drive has kept many imaging businesses successful as the world deals with this recession.

I've talked with many graphics producers, garment decorators, distributors and manufacturers as the marketplace has struggled during the past year. Most say business is down, but not dramatically so. And most say they've seen some improvement of late.

We're fortunate that our core technologies -- digital imaging and screen printing -- fit the changing marketplace so well. Successful specialty imaging companies are using the capability of these technologies to better meet the changing needs of their customers. We're seeing less work go off-shore; a higher volume of smaller jobs; and more diversification and customization -- all characteristics that fit our technologies.

I encourage you to really hone your creative edge. Maximize the innovative capabilities of your equipment. Take full advantage of the natural fit that your technologies provide to a customer base that needs tomorrow's solutions, right now. Extra effort during this downturn will reap big benefits as the economy rebounds (next Thursday would be good).

Submitted by: Michael Robertson, SGIA

Inkjet and Recycling

When I go home, there are always more things to be done. Thankfully, I have a teenager to help with some of the more menial tasks. Taking out the recycling, products that can be recycled or are being returned to be used or made again, cartons, plastics, and paper.

Paper, I get a lot of junk paper, from coupons to mailers and phony promotional materials. Not a lot of what I currently get is digitally printed by inkjet, just too much of it, probably just offset stuff. But that got me thinking, what if all of it was digital inkjet printing on some kind of paper. So, it still goes into the recycle bin, good job, case closed, for the moment. I would venture to guess that the majority of folks dont care what happens after the stuff goes into the recycling bin. How does the recycling of paper happen, and what about massive amounts of digitally printed (inkjet, dry & liquid toner) paper. Here is the recycling method for you technonoobs or eyes closed recyclers.

Once the paper is collected it is then sorted, graded and delivered to a paper mill. At the paper mill it is added to water and then turned into pulp. The paper is then screened, cleaned and de-inked through a number of processes until it is suitable for papermaking. It is then ready to be made into new paper products such as newsprint, cardboard, packaging, tissue and office items.

Deinking is the key process in paper recycling. Hydrophobic (water-repellent) ink particles are separated from hydrophilic (water-wettable) fibers. This process has been developed for offset and gravure inks, which are roughly more than 95 % in the current recovered paper mixture. Paper mills have been using recycled water in this process for a while now. But what happens when water based inks are thrown into the mix. The ink bleeds out into the water supply, not unlike the brightly colored sock staining the white load of laundry. This degrades the brightness and repurposing future for that load of paper material. Too dark, and the paper can only be used for cardboards, or it has to be brightened by using more chemicals and energy.

Bottom line for recycling paper mills is to improve the recyclability of paper products. The better the deinking process, the bigger the contribution of recycled paper manufacturers are. The recycling goal is to avoid waste and to protect the environment.

Recycling has always come as an afterthought of the technology innovation. Digital printing is a great innovation, just not well thought through, as far as paper media and ink systems relate to recycling. I applaud manufacturers who have developed recyclable or biodegradable products in paper, plastic, or fabric forms and the bio-ink manufacturers.

Manufacturers are starting to take heed. The Europeans are ahead in the deinking thinking. The group INGEDE has been working through this process of deinking since 1989. They recommend that, from an environmental sustainability perspective, inkjet not be used for high print runs, such as newspapers, magazines, direct mail or inserts.

Companies under consumer pressure can be innovative as witnessed by the following Sept. 2008 headline

Four Leading Inkjet Press Manufacturers Create the Digital Print De-Inking Alliance

Getting back to my opening thoughts on what I see in my recycle can, I hope its not water based inkjet.

BTW, what are you printing that is recyclable?

Submitted by: Jeff Burton, SGIA

Death of Solvent Inkjet?

I saw a question recently from an SGIA member who was interested to find out when solvent inkjet inks would be banned, presumably by government entities. My first response to this question was to say one of two possible responses: They either never will be or they already have been. Confused? Read on.

Why two answers? Because it really depends on where you do your printing. If your facility is located in the middle of America's heartland, for instance, where air emissions are not a great local or governmental concern, you may be able to print using solvent until the cows come home. If, however, your facility is in an area such as the Los Angeles basin, or in New York City, you should already have sought an alternative technology, as air regulations in these areas are quite stringent. Now, let's get to the right answer by first asking the right question: Is solvent inkjet a dying technology?

Yes.

What, then, is happening to bring about the death of solvent inkjet? Let me first say, that it is my sense that solvent inkjet will be around for some time to come. As long is it is needed for specific purposes, such as those where the extreme aggressiveness of a heavy solvent is the only solution for the task at hand, solvent-based inks will stay on the market. But solvent inks may ultimately go away, not because of any kind of a government ban, but because they will have been eclipsed by newer, more versatile ink systems.

When solvent inkjet ultimately dies, who will attend the funeral to mourn what used to be? The numbers of solvent supporters are certainly dwindling. In fact, nearly all of today's digital equipment manufacturers are putting their chips into UV-curable inkjet. Even Roland, a company that stayed exclusively with solvent-based inks for high-durability applications made its first step into UV with the introduction of its first UV machine at last year's SGIA show. The most significant factors facilitating this exodus from solvent are environmental concerns and workplace safety, although ink development has made its mark by making UV ink sufficiently durable and stretchable for most applications.

Looking at it from one additional angle, throughput, it is easy to see why the manufacturers of recently introduced super flatbeds are all using UV technology. Two key factors are driving this. First is environmental regulation. As is well-known in our industry, inkjet print speed is loosely following Moore's Law, which means that it will double every eighteen months. That means nearly quantum increases in throughput over time. It also means, however, that there would be similar increases in emissions. The second is that high print speed requires rapid drying time. Solvent, which dries via evaporation, is much too slow to keep up with the pace of the printing.

Times change, technologies change. It's the same reason we're not driving Stanley Steamers today, and the same reason the internal combustion engine will eventually be moved to the great scrapheap in the sky.

If you have a solvent machine today, use it, run it, enjoy it. Use it until it needs to be replaced. But know that solvent inkjet is in slow decline, as has been demonstrated statistically via industry data from SGIA and other sources. Not from a ban, really, but from ongoing changes in technology.

Submitted by: Dan Marx, SGIA

Risk and Reward

The entrepreneurial spirit is the lifeblood of the SGIA community. Our ranks are filled with business leaders who, through determination and hard work, have battled the odds to build successful companies. Their entrepreneurial spirit leads to new technologies, new capabilities, and most importantly, new opportunities.

If you peel away the layers of what drives an entrepreneur you'll find one motivating factor at the core - the basic, free enterprise concept of risk and reward. Those who step up and take the risk have their sights set firmly on their own defined reward. They want a chance at the brass ring and they are willing to work hard for it.

True, the free enterprise system offers the greatest rewards to those who are willing to take the responsibility, but the system also benefits every facet of society. Successful businesses fund everything - governments, education, social programs - everything.

Recently, the free enterprise system has taken it on the chin. The news is full of mismanaged banks, automakers struggling to survive and a general lack of confidence in the system. We've stooped to focusing on who has a private jet and who's getting a bonus.

We need to see through the whirlwind of economic challenges and political posturing that we are facing today, and support the growth of businesses. Free enterprise is our financial engine. Perhaps making the mistake of excessive government intervention will prove just how important free enterprise is to us all.

Submitted by: Michael Robertson, SGIA

Spring

Spring is almost here! In the DC area, daffodils are popping up everywhere. My itchy eyes and runny nose are further proof that something is blooming and that we are very close to warmer weather. And with spring comes a sense of renewal. Starting afresh. This makes me reflect on what I'm doing and if it still makes sense.

Until this week, I had a filing cabinet in my office that was empty. Instead putting my files inside the cabinet, I would have stacks of file folders all over my office floor and desk. Granted, I knew where everything was, but I began to wonder: Is this system still working for me? Truth be told, it wasn't. I bit the bullet and used color coded hanging folders to organize those files using the same "system" I had going with the stacks.

Sure, it took about an hour, but you know what? My desk is clear. I can focus better on the task at hand without being distracted by my "organized" piles. And, I can actually find things faster now that everything is filed away. I think that the hour I invested to re-evaluate my information organization will be returned by the end of the month by both increased productivity and more focus.

These days economic efficiency is a key to survival. The reason "because this is how we've always done it" isn't a very good one for a process, whether it be how you organize your files or your business' workflow or something else entirely. Is there something that takes 3 steps that could really only take 2? Is that 8 am meeting as productive as it once was?

"Does this still make sense?" It's a simple question worth asking yourself. It can save you both time and money. And there's no better time to ask that question than now.

Submitted by: Katy Lellelid, SGIA

Avoiding Exposure Problems

Too often, improperly exposed screens make their way to printing presses and inevitably cause downtime. There are many reasons this happens. Short cuts, inconsistent procedures, unsubstantiated adjustments in exposure, and hurried attempts to get to press reaffirm our infamous motto, "There's never enough time to do it right, but always time to do it over."

Emulsions used in screen printing are sensitive to wavelengths of light between 340-380 nanometers (nm). Therefore, using a bulb that emits its highest energy percentage within this range is important. If your light source is outside this range, you probably have trouble reproducing artwork accurately due to improper exposure of the stencil.

Time is often used as the metric for exposure. However, time is relative to the light intensity at different exposure distances as well as the age of the light source. When new, a bulb will emit a certain amount of light energy in the desired wavelength range. As the bulb's age increases, the relative energy at the desired wavelength can shift to something outside the preferred range. To prevent this, a light integrator is used. They adjust the actual exposure time to ensure the amount of light energy at the ideal wavelength is received by the stencil. However, once a bulb reaches approximately 1000 operating hours, it should be replaced as the light energy emitted in the desired wavelength is extremely low and an integrator can do very little to improve this.

A major contributor to downtime caused by inadequate stencils is due to the lack of environmental controls in the screen making area, specifically the stencil drying area. Since screen making requires the use of water, the air in many drying areas is too humid for stencils to fully dry. If moisture is not being removed in your drying area stencils will not completely dry and cannot properly expose. Furthermore, the stencil can delaminate from the mesh during printing, can prematurely breakdown on press, can be besieged with pinholes, may expose unevenly and will certainly be difficult to reclaim. Employ the help of a dehumidifier to keep the relative humidity (RH) in your drying are between 30%-50%. Keep the temperature in the drying cabinet between 27C-37C (80F - 100F) and make sure there is plenty of air circulation.

Although many do not realize the impact development procedures have on the quality of the stencil, there are several variables which should be standardized in this step of the process. Water pressure, nozzle pattern, distance, duration, and water temperature all play a role in determining the final stencil quality. Establishing standard operating procedures can alleviate many headaches that arise from inconsistencies in developing the stencil.

Mesh color can influence the quality of your stencil. White mesh, while cheaper, allows light to refract within the threads and cause undercutting in the stencil. If fine detail is present in artwork, the better choice is to use a dyed mesh (yellow, amber, etc) that inhibits light refraction and will produce better detail. White mesh is fine for solid areas of color and bold type but should never be used for fine detail artwork. It's also important to remember that lower mesh counts will require longer exposure times than finer mesh counts. Low mesh counts hold more emulsion and therefore produce thicker stencils than finer mesh counts. As presented earlier, thicker stencils require longer exposure.

Understanding the factors which determine stencil exposure is more involved than one may first realize. Make sure to fully address and establish standards in your shop for the discussion points included here. In the end, you'll realize that properly and fully exposing your stencils will produce consistency in your printed images and provide better longevity and abrasion resistance on press.

Submitted by: Johnny Shell, SGIA

A Glimpse Ahead?

This is an interesting time in our industry. As our economy has contracted severely, consumer spending is poor and businesses are carefully and very cautiously plotting their next moves. But while we are distracted by the economy, something important is taking place.

As I write this, I am reminded of the story of Rip Van Winkle, who, having fallen asleep against a tree and snoozed for a reported twenty years, was shocked to find all of the changes that had happened while he was out. Perhaps the same will happen to us, when we emerged, dazed and a little weary, from the current economic slumber.

As we spend our days wondering if our customers will pay on time, or looking at the dwindling bottom line on our 401K reports, the world is not standing still. In fact, product development continues even as I write this. Ink developers are making adjustments and new formulations that allow for greater print durability, faster ink curing, and an expansion outside inkjet and its CMYK+W present. UV lamp developers are putting significant resources behind UV-LED curing, which, though lightly utilized and slower today, will soon match its traditional mercury-based counterparts, offering longer lamp life, lower operating cost and lower curing temperatures. Inkjet head developers are refining their solutions, allowing for significantly increased print speed, increased detail and access to a broader variety of graphic, garment and industrial imaging markets.

Knowing what is coming down the line even as we are in our doldrums is particularly important, even if you do not intend to invest immediately in new technology. This is because changes in technology inherently alter the business landscape. Ultimately, our choice to stay technologically informed, even in the face of the current economic situation, comes down to this: we can monitor the course of our technology, making subtle changes to our business plans as we move toward recovery, or we can distract ourselves from the change around us, ensuring a strong element of surprise when the big hibernation is over.

Change is happening all around us every day. Whether we choose to understand it, or even pay attention to it, is our choice. The question is: can you afford to not pay attention to technology, when so many of your competitors are?

Submitted by: Dan Marx, SGIA

Enough Bad News Already

Buried deep in today's news...

• "Retail sales in the US made a surprise 1 percent rebound in January 2009"
• "Wall-Mart beat Wall Street estimates"
• "Online spending rose 19 percent in January with clothing and accessories sales soaring by 32 percent"
• "H&M said that sales in December 2008 were 3 percent ahead on the previous year. January's sales are expected to be 8 percent ahead"

Yes, we're battling economic woes, but newspaper and TV bobble-heads are making it worse by trying to out-do each other with doom and gloom. There's nothing like a crisis to sell papers and get face time. The problems we need to address are real, but they are being magnified by fear and uncertainty. It's counterproductive.

I continue to be impressed by the imagers I talk with. They are pushing through the challenging economy by staying focused and delivering value to their customers. The latest SGIA surveys (February 2009) echoes the comments we've heard here at Association headquarters. Printers are feeling the downturn, but working hard to maximize opportunities.

So for the time being, tune in to your favorite (non-news) TV channel and take the batteries out of the remote. As for the newspaper, remember that newsprint makes terrific mulch for veggies and flowers. It retains water and stops weeds. Just lay down several sheets of newspaper, cover with wood mulch, water and wait for new growth.

Submitted by: Michael Robertson, SGIA

Is now the time for sustainability?

US personal consumption fell in 2008Q4 for the second quarter in a row, albeit it less than one percent (0.89 percent to be exact). In this down economy, it may be tempting to put off the sustainability program you planned to implement. In contrast, I would argue a down economy is the ideal time to focus on sustainability-both of your business and the environment.

Why?

Sustainability's focus is doing more with less in a safe workplace while remaining profitable in the process. It's called the three P's: Planet, People, Profit. Nothing is better for your ultimate bottom line than producing more product using fewer inputs and less employee time. It doesn't take a large monetary investment to evaluate your process, but it does take time. Sometimes simple tasks like reconfiguring your sewing area tables to create a better workflow can shave minutes off of the production time. Another idea: make sure print files are laid out efficiently to minimize waste. Look at how your employees work and see if there are ways to streamline it. Engage them in this process. Ask them if they have any ideas on improvements.

Additionally, look at your building and see if there are ways to make it more energy efficient. Making sure that lights are turned off when not in use is a free way to cut down on energy consumption. For a small investment, programmable thermostats can turn the heat or air conditioning to the desired temperature just before employees are scheduled to arrive and turn it down when they leave.

Also, reusing materials not only minimizes waste going to the landfill but also saves the business money. For example, use scrap substrate or the other side of a substrate for a test print. Again, ask your press operators and other employees if they have any ideas on what they could reuse in their job.

All of the above ideas (and the ones generated by you and your employees) are small steps that start your business along a path to become as efficient as possible, which is a big win for profitability, your workers, and the environment.

If you'd like to dig a little deeper into sustainability, I recommend attending the National Environmental, Health and Safety (NEHS) conference in Indianapolis on March 16-18, 2009. It is the only sustainability conference exclusively for the graphic communication industry. The conference gives includes sessions on the criteria needed for SGP Printer certification; best practices for creating a safe, cost-effective and employee-friendly work environment; and networking opportunities with your peers and major brands like Toyota and Kimberly-Clark.

Submitted by: Katy Lellelid, SGIA

Keep It Simple Stupid....?

If there were ever a more over-used phrase, its the title of this entry. Of course "don't fix it if it ain't broken" is running a close second. Could these be "pet peeves" of mine? I doubt it! My only pet peeve is a pet peeve! Is a little explanation necessary?

So we here we are in the 21st century living and breathing high-speed, high-def and high-tech. So why is it that screenprinting as far as most of our industry is concerned is now lower-tech than it was in the mid-90's?
Wait for a second. Let me be fair! The screen printing presses currently manufactured are actually the best and most advanced they ever have been. Central off-contact and peel, optional pre-registration, digital touch screen control, order tracking and on-line diagnostics available. Ok.

So our chemicals are keeping us down? I can't say that either. Chemistry in our industry has moved beyond the basic cry of "drain-safe" of the '90's. We have California compliant, bio-degradable, low toxicity, Low VOC, recirculat-able chemicals available from many manufacturers. There are specialized chemicals designed for ink systems and materials from basic to exotic. This is not to mention the automated and semi-automated application systems that can cut labor time by upwards to 90% in some cases.

So is it the inks? Though many printers might swear that it is on certain days (you know who you are!), the ink systems in play now have never been more varied and advanced. The inks systems available today have features we only dreamed of in the 90's. These inks have modified shear rates for higher speed lower tension demand printing, higher opacity and better fade resistance. The level of modifier chemistry available means that a wider range of substrates and applications can be printed on than ever before. This holds true for both graphic and textile inks. I can't even begin to get into the huge number of industrial, photovoltaic and conductive inks used by the circuit, solar and medical industries in this limited space!
So what is my problem? What exactly is left? Screens, Squeegees, the printer? Were getting warmer!

To speed things up, the squeegee systems of today are basically bulletproof. From single, double and triple durometer advanced composition urethanes, to 7 layer shock absorbing, static dispersing composite squeegee's used by circuit and membrane switch printers on down to my favorite....the molded edge one-time use blade. No its not the squeegee. Screen mesh technology is allowing for finer and more consistent threads diameters, higher open area, higher flow rates and better consistency than ever. No complaints here.

So if we have the tools, it must be how we use them.....right? Yes! It is the printer and what he does or does not do that is holding he or she back!
Maybe now that I have some of your interest, I will simply leave you with some food for thought.
With production of any type of product, printed or otherwise, time and material are money. Defects and rejects are a loss of time and material. Re-made screens are a waste of both as well. Excessively long set-up times are also a waste of both. These habits are to be avoided even in normal times. These are not normal times. Some statistics please!

Between 2000 and 2008:
The number of shops using a pre-registration system: 23% then / 36% now
Shops using an ink mixing scale and system: 42% then / 52% now
Shops with a squeegee sharpener: 39% then / 47% now
Shops with a tension meter: 56% then / 63% now
Shops with a emulsion thickness gauge: 7% then / 12% now
Shops with exposure calculators: 38% then 28% now

I would not say we are moving backwards, just that we are not moving forward very quickly. In general, the higher-end graphic and industrial shops tend to have most of these tools....and actually use them (a subject for a different rant). We should talk about average profit margins for a second (versus the margin you actually quote).

Textile: 45% quoted margin over customer cost with an average of 18-23% final yield.
Graphic: 65% quoted margin over customer cost with an average of 20-25% final yield.
Industrial: 55-60% quoted margin over customer cost with an average of 30-35% final yield.
Solar/medical: 23-25% quoted margin over customer cost with an average of 17-20% final yield.

Simply put, the printers who buy and use technology make the most money per unit cost with an even lower quoted margin. Keeping it "too" simple can keep you poor.
Submitted by: Ray Greenwood SGIA

Considering High Production Inkjet

In a recent discussion with a group of industry experts, including a couple of heavy hitters from wide format digital equipment companies, a task was posed to try to define the term high production inkjet. I, for one, have used the term extensively over the past several years as a way to illustrate an emerging class of printer offering particularly high speed, coupled with print quality that is acceptable for a broad range of graphic applications. But what does the term actually mean?

It should be noted that high production inkjet is an inherently moving target, as developments in inkjet head, ink and curing technologies will allow for greater and greater throughput as the industry moves two, five, ten years into the future. Surely, the technologies we refer to as fast today will serve their time effectively, be eclipsed by the capabilities of other machines, and then become yesterday's technology.

For the moment, however, high production inkjet can be classified as equipment that can produce at least 3,000 to 4,000 square feet of printed graphics in an hour. For flatbed use, this could be classified as more than 100 4'x8' sheets per hour. As was noted earlier, the print quality must also be exemplary.

So there you have it, we have defined our term. But what inherent considerations come with these high production machines? I would classify them into three different areas: cost, throughput maximization and full process efficiency.

First, cost. The handful of truly high production machines on the market today are expensive. In fact, none of them costs less than a million dollars. So, companies looking at these systems are also looking at significant capital investments, and need to know whether they can generate enough work to pay for the machine. Careful, honest ROI calculations must be done.

Throughput maximization is the next consideration, and it presents conditions not previously relevant to wide format digital, which has traditionally been slow. The new systems, however, are increasingly using automated loading and offloading mechanisms to cut the dwell time between prints to a bare minimum. It has come to the point where human hands can not move media on and off the press fast enough, and therefore limit production. Automation maximizes throughput. Throughput maximizes revenue.

The final consideration is process efficiency. Can other process steps, particularly those downstream from the printer, like print finishing, keep up with the printer's output? If not, then throughput is limited to the speed of the weakest link in the process chain. It might be finishing, fulfillment, or even image preparation or RIP.

Regardless, maximizing the significant investment of a high production system requires full utilization of both process and throughput. Otherwise, money is being left on the table, and blazing speed is rendered meaningless.

Submitted by: Dan Marx, SGIA

A Report from SGIA Congress of Committees

Each year SGIA hosts a series of committee meetings to evaluate and plan the Association's support structure. During the week of January 4th, the SGIA Congress of Committees brought together 72 individuals from all sectors of the SGIA community. While the primary purpose of this leadership summit is to help chart a successful course for the Association, the participants also find great value in sharing experiences and opinions. This year's meeting was especially interesting as participants considered the impact of the economic downturn.

As you would expect, most of the printers said that business was down during Q4 of 2008. But they also said that 2008 was a profitable year. Only a few printers said that business was down more than 20% for Q4.

Most are predicting a rough Q1 in 2009, but expect the situation to improve as the year progresses. Many said they were picking up work from new customers as competitors faded or as customer needs change. I heard several comments about new business coming from alliances and combined efforts through value chain networking. (SGIA has several services being announced during Q1 to help members improve their networking opportunities).

The diversity of our imaging processes - both screen printing and digital imaging - is clearly an advantage in today's marketplace. Several printers said their customers were looking for more customization and limited inventory. Whether the service provided involves store graphics, product promotion or the imaged product itself - such as decorated garments - customers need the ability to change direction quickly as the marketplace changes. Screen printing and digital imaging excel at meeting the changing needs of print buyers. Those printers maximizing the capabilities of screen printing and digital imaging are providing a much needed service to their customers. They are providing efficient solutions and increasing their value to their customers.

As the challenges of the economy play out, the stronger businesses will get stronger. They are building on their core competencies.

Throughout the Congress, I was pleased at the optimism I heard from so many of the printers. It's contagious. I am sure their customers appreciate their positive outlook. A positive attitude is certainly a valuable asset.

Submitted by: Michael Robertson, SGIA

Inkjet Technology Update

Remember the big news release from Silverbrook in Australia about their MEMS head technologies? You can see the videos at www.memjet.com. Since that first news release sometime back on 2007 there was a long lapse while we waited to see if anyone would pony up for licensing. Finally this week at the Consumer Electronics Show in Las Vegas, a working prototype is on display. Long link coming
(http://www.smh.com.au/news/digital-life/articles/printers-take-a-stand/2009/01/08/1231004155431.html)

Silverbrook has licensed the technology to Memjet Home and Office, which is working with printer manufacturers to integrate it into new printer models. Hopes are that the technology will be entering the consumer market later in 2009. Print speeds are fantastic at a full letter page a second. Makes me wonder about ink costs though, I already feel taken when I have to go out and ink up my printer at home. Given the economy, I am not sure who is going to be buying it, or for that matter whom the intended market is. With the price of inkjet printers already at a give away level (sub $50.00), anything over $200 would not make mass-market appeal. Hey, I could be dead wrong, but we will have to wait and see what comes of this.

Moving on to web jet technology, we have HP and Kodak going toe to toe over the next inkjet web device. Hp has their version using head arrays and a 30 inch web while Kodak is using Stream (continuous inkjet) technology.

Hp Key features
Up to 30 inch (762mm) web width
400 feet (122 meters) per minute speed
HP Scalable Printing Technology
HP Pigment Inks + Bonding Agent
Wide range of uncoated papers

Kodak Stream technology (CIJ)
Heads
400-1000 KHz
low print head cost
high nozzle density
longest life
broad ink tolerance
Color
IQ approaching 175 line screen
Color production print speeds > 600 fpm
Range of paper types

Monochrome
600x600 dpi
1,000 fpm
Clay coated and uncoated papers

The battle is for the dominant player to vie for replacing short to mid run offset. Great discussion over on-http://printceoblog.com/2008/12/kodak-must-look-to-the-long-term.
If you want the Cliff notes version of the entire discussion, transport yourself to;http://www.beyond-print.de/site/content/en/channel_news/news_0736.html

It's in response to the authors comment on an analysts pointy-headed comment that Kodak should save money by stopping inkjet development. He gave her the ripping she deserved. Halting inkjet development would seriously hamper or just plain kill off Kodak. My personal opinion is that without inkjet, Kodak will slowly spiral off into oblivion or be bought. That would truly be a blow to such an iconic American business.

While the HP/Kodak battle continues, Oce JetStream (inkjet) and VarioStream (toner) presses are printing millions of books and variable pages on demand, in all corners of the globe. The Screen (Dai Nippon) Truepress Jet520 is also out there with a 20 inch web inkjet.

With inkjet come recycling issues that have not been addressed. The inks from inkjet, and from liquid toners (read Indigo) cannot be removed (deinking) from paper prior to recycling, meaning that you have to use virgin paper and then trash it into a landfill afterwards.

Read up about deinking here
http://www.ingede.com/digital/digideink.html

Andy McCourt in his January 4th reply on printceoblog states so succinctly;
"Friends, it is happening now, already and today. We are living through an epoch-changing shift in printed communications and not even the tip of the digital iceberg has yet been exposed. Yes, offset will be around for many many years - it suits so many applications in both sheet and web forms. But more applications are suiting digital, and in highest volumes that means Inkjet. The evidence is already emerging in the field and I am 100% certain the IJ juggernaut will not be arrested, just as I am 100% certain offset will not die before I do."

Tell me what your thoughts are on inkjet and printing

Submitted by: Jeff Burton, SGIA

Grasping Opportunity

As companies doing business in the specialty graphics industry, we have one big thing in common. It is that we are all involved in the application of images, usually via a printing process, to surfaces. If you take a minute or two to think about the end products upon which we image, it is easy to see that specialty imaging companies make or decorate a broad range of imaged products. This diversity represents opportunity. While some of the more exotic end products are produced as a part of complex manufacturing processes, many use similar imaging technologies, and instead incorporate one of a broad range of finishing technologies.

If your company wants to grasp a new opportunity by expanding into new products, and accessing new markets, the addition of a finishing technology can be a critical step. One must first do careful research, however, to ensure the right choices are made. Once research is done, the system purchased should allow for ease of use, compatibility (if possible) with existing processes used, and sufficient throughput.

In some cases, you can also access new markets and opportunities by using the technologies you already have on hand. For this, lamination is a great example. Companies using lamination simply to apply a protective film on top of a print can benefit strongly from a firm knowledge of lamination and mounting techniques and materials, opening new and profitable avenues for growth.

Is now the time to investigate new opportunities? Many say a down economy is the perfect time to retool and retrain for the inevitable upturn.

Submitted by Dan Marx, SGIA

The CPSC -- What are they thinking?

It is the holiday season. Shopping is at, or at least supposed to be at, an all time high. Great time for the printing industry. Then, the Consumer Product Safety Commision begins to implement the provisions of the Consumer Product Safety Information Act of 2008 or the CPSIA. In THEORY, this is a feel good piece of legislation. No one wants children exposed to high levels of lead. No one wants children exposed to high levels of any dangerous chemicals. You cannot argue with the premise of the new legislation. It is the IMPLEMENTATION of the new law that is causing headaches across the board.

There are new provisions for testing and certification of children's products for lead. Sounds great. Again, no one wants to expose children to lead. First, Amazon, one of the largest online sellers of books, asked that all books be certified. Or, the books would be removed from sale. This is just the tip of the iceberg. What if the product never contained lead? Do we still need to certify? Do we need to certify every product that is produced or can we certify by "batch"?

No one argues that the CPSC does not have the authority to issue these policies and regulations, but the timing really does stink. In the midst of this holiday shopping season, retailers are asking printing companies to scramble to meet requirements that have yet to be finalized. Where is the logic in that?

SGIA continues to work with the CPSC, comment on the many policies that are being issued, participate in meetings... I would be interested if anyone has a story to share .... Thanks.

Submitted by Marci Kinter, SGIA

Where's My Flying Car?

The new century rolled in almost nine years ago, although it doesnt' seem like it's been that long. Many forcasters at the time said the 21st century would bring unprecidented technological developments. But where is my flying car!
Technological development requires many things, but probably one of the most important is money. It takes money to refine existing products and develop new ones. If you're one of those people who complain about how you live in the future, but still have not gotten a flying car yet I would invite you to take a look at the technological developments in our industry over the last five years and compare that to the developments over the last two decades.
In the late eighties, screen printing was just beginning to incorporate desktop publishing and no one had ever heard of a wide-format inkjet printer, much less a grand format device that could print media over 12 feet wide. Hand-cut Rubylith was a popular practice back then.
Today, technology has moved well beyond where we were in the late eighties. Desktop computers running graphic programs are the norm and process artwork in minutes with tasks that used to take hours or even days. Screen printing products have become highly developed to combat the increasing approach of competition from alternative technologies. Digital has enabled short-run, custom printing for a wide variety of products.
While the last five years have brought many advancements to the equipment and materials used in our industry, they pale in comparison to the tremendous leaps we've seen in imaging technology over the last twenty years. No, we don't have flying cars yet, but I'd bet that if the next twenty years hold as many technological developments as the previous twenty have for our industry, they can't far off into the future.

Submitted by: Johnny Shell, SGIA

Jet-Pack Anyone?

Specialty graphics is and has been a technology-focused industry. Whether for screen printing, digital printing, garment decoration or another technology, we are given a gift each time R&D helps us step forward. It expands the possibilities of what we can do and how we can do it. Whether in equipment, consumables such as ink or media/substrate products, or the software we use, it is the efforts of developers that slowly expand the boundaries of our collective capabilities.

Year after year, we see numerous products introduced into our very specific marketplace, and many of them become commonplace, like tools in our box or colors in our palette. Some, however, take us a step further and provide us with something profoundly new.

But what is that certain something that decides the difference between a new, game-changing technology and a technology that quietly serves our needs until an incrementally-better replacement comes along? To me, I think it is a careful mix of thoughtful product development, an accurate reading of the needs of the industry and where it is going, and impeccable timing. Surely, marketing and good luck also factor into the equation.

So here is an opportunity to let your geek flag fly. I am looking for your thoughts on what great new advancements the specialty graphics industry needs in order to move to the next level. Stretch the limits of your own professional imagination. What is the next disruptive technology coming our way? What is the specialty imaging version of the flying car?

Submitted by: Dan Marx, SGIA

We Can Always Use More Work

I've been touching base with SGIA members to get a sense of how their businesses are fairing as we near the end of 2008. While none of the imagers I spoke with are as busy as they would like to be (that never happens), most are reasonably busy. I was pleased to hear it, considering what we read in the newspapers.

Here are the general results of my conversations:

* Many of the imagers serving retail customers are busy with the last of the holiday work.
* Those imagers working with architects and environmental design houses are also reasonably busy. They are working on projects that have been underway for awhile and have a fairly long timetable for completion.
* The transit business has slowed as customers extend the use of existing graphics. We'll have to wait and see what 2009 budgets look like.
* Garment decorators are getting smaller orders. Consolidation is a factor as the stronger decorators pick up new customers from the weaker businesses.
* All of the imagers I talked with are concerned about the first quarter of 2009.

The stronger companies are preparing themselves to work through the economic downturn. They are improving efficiencies, putting the right people in the right places and strengthening customer relationships. Their efforts will not only help them through a downturn, but also help them take full advantage of new opportunities as the economy rebounds.

Submitted by: Michael Robertson, SGIA

US Printers Creating Opportunity in a Challenging Economy

Until a few months ago, losing print work to non-US based companies was at the top of the worry list for most graphic producers I know. Print jobs have been leaving the United States and heading to China, Mexico, India and other countries.

However as the reality of a global economic slowdown settles in - along with uncertain fuel costs - some print buyers are rethinking their plans to send print work around the globe in search of lower labor costs. Reaping the return on this effort isn't as easy (or as inexpensive) as they might have thought.

Some challenges include quality and consistency. A couple of years ago, the production of membrane switches and other printed electronics were rapidly moving offshore. But little by little, some of the work has been coming back to the United States. The problems created by print errors cost too much.

Another challenge is transportation costs. Fuel prices have driven up the cost of transporting printed goods across oceans. (Note: we are seeing some reduction in fuel costs right now, but I wouldn't expect it to last.) Also, printing offshore requires more lead time and longer delivery times. These delays force print buyers to plan further into the future, which results in increased inventory; and inventory costs money. These added costs are eating into low-cost labor savings.

Response times are a factor, too. Some jobs can accommodate the delay inherent to global production; others can't. As the rate of change in the business world gets faster, the ability to respond to customers needs quickly increases in value.

With the global economy tightening up, print buyers need innovative solutions that give them a competitive advantage. They can't afford quality problems, or the added expense of shipping and storage. They need to move quickly in a rapidly changing marketplace.

SGIA members are stepping up to the challenge by providing cost effective, innovative solutions for their customers. In a slow economy, innovation is at its highest value. Innovative solutions, high-quality service and quick response times will be a winning combination for many US-based businesses in today's marketplace.

Submitted by: Michael Robertson, SGIA

Term of the Day -- Greenwashing

To greenwash: -- verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.

In 2007, TerraChoice Environmental conducted a survey of six category leading big box stores. Further, the surveys identified 1,018 consumer products bearing 1,753 environmental claims. Based on the survey results, six patterns in green washing were identified,now commonly referred to as the Six Sins of Greenwashing. We thank TerraChoice for undertaking this survey, and we offer the following based on their results. Their survey findings suggest that greenwashing is pervasive and the consequences significant. The six sins have been quantified as follows:

Sin of the Hidden Trade-Off: committed by suggesting that a product is green based on a single environmental attribute or an unreasonably narrow set of attributes without attention to other pressing environmental issues. These claims, while not patently false, are most often used to paint a greener picture of the product. An example: paper that promotes it recycled content but no attention is paid to the manufacturing impacts such as air emissions, waste or water discharges.

Sin of No Proof: Any environmental claim that is not substantiated by easily supported and accessible information or by a reliable third party certification. An example: any claim made that is no backed up by data or verified/certified by a third party.

Sin of Vagueness: Any environmental claim that is poorly defined or broad so that its real meaning is lost on the final customer. An example: use of the words green, environmentally friendly or eco-conscious that are meaningless without elaboration. Also see Sin of No Proof.

Sin of Irrelevance: Any environmental claim that may be truthful but is unimportant and unhelpful to consumers in make a decision to use an environmentally responsible product. An example: CFC-free insecticides, when there are no products manufactured with CFCs, as they have been banned for thirty years.

Sin of Lesser of Two Evils: Green claims that may be true, but distract the consumer from a greater environmental impact and when environmental qualifiers are used for products when the product itself is of questionable environmental value. An example: organic cigarettes.

Sin of Fibbing: Committed when the environmental claim is simply false. Only a few products actually fell into this category.

Marketing of green claims is gaining great momentum. And, also garnering a great deal of attention. The Federal Trade Commission is in the process of rewriting its guidance on green marketing claims. And, most importantly for our industry, SGIA has helped to develop the Sustainable Green Printing Partnership in an effort to quell a bit of the greenwashing and introduce a benchmark.

Stay tuned as we continue on this journey! And, if you have a story to tell, let us know. We can learn from each other!

Submitted by: Marci Kinter, SGIA

Introduction - Graphic Imager

Posts labeled - Graphic Imager - pertain to those in the community imaging posters, POP, signage, transit graphics, banners, decals and other products.

The blog will be updated frequently, providing the SGIA community with insight and opinion on current issues.