DPS Jul/Aug 23

JULY2023

DIGITAL PUBLISHING SOLUTIONS

DIGITAL PRINT, PACKAGING, AND PUBLISHING

Specializing in Digital

The acceptance and popularity of digital print technologies continues to grow, penetrating new markets and segments along the way. This drives demand for supporting technology advancements.

One area prime for digital innovation is direct mail. It is an essential part of communications and continues to evolve despite chal-

The acceptance and popularity of digital print technologies continues to grow, penetrating new markets and segments along the way.

lenges from increasing costs and slashed budgets. There are several ways to improve efficiency in production, as well as incentives for lower costs in postage. Read more in Competing for Eyeballs

The category of speciality media includes a range of options that optimize media for a specific printing process and add functionality. We explore the options in Beyond Paper. Also in this issue, check out our resource guide on media options for digital print.

For more on media, we focus on sustainability and labels with a piece on debonding label materials and alternatives in Take it Off

When it comes to ink sets in high-speed inkjet printing, water/aqueousbased dye and pigment options have a function. Manufacturers continue to advance ink sets for increased vibrancy, media compatibility, and dry time. We dig into the advantages and limitations of water-based production inkjet in Aqueous-Based Ink Sets.

We also offer recaps of Spring events including Dscoop Edge St. Louis and the Xeikon Café.

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Volume 25, Number 4 • ISSN: 1529-2320

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Labels, Graphic Arts, and Sustainability

Xeikon Focuses on the Future

By Cassandra Balentine

This Spring was full of industry events, including the North American Xeikon Café, which brought 130 industry professionals together to see new products, gather information on industry trends, and network with peers—many for the first time in years.

Xeikon held the Xeikon Café North America 2023 from May 9 to 11, 2023 in Elgin, IL. The bulk of the event took place at the Holiday Inn Conference Center, but there was ample opportunity for the company to show off its new Customer Innovation Center.

“This year’s Xeikon Cafe, North America edition, delivered on the promise to bring relevant content both print providers and label converters need to manage their business,” shares Donna Covannon, director, marketing, Xeikon.

The event kicked off with a welcome note from the company’s new president, Robert Welford, appointed to the position earlier this year. Welford has an extensive background in the printing industry, coming to Xeikon in 2018 after serving as a chief engineer at Fujifilm Electronic Imaging and director of research and development at Xaar.

For much of the event, attendees were split into two tracks—Label and Packaging and Graphic Arts/Commercial Printing.

Topics within the label track included a state of the industry presentation by Marco Boer of I.T. Strategies, as well as discussions on evolving label trends, growing packaging opportunities, sales team motivation, and insights from a panel of label and packaging converters/printers.

The graphic arts track focused on trends in book printing, web to print applications, understanding the mindsets of today’s print customer, a discussion on the best suited technologies, sales team motivation, a state of the industry on the transition from offset to digital by Boer, and a panel discussion of print providers.

When attendees weren’t in learning sessions, they were at the demonstration center, which featured the Xeikon CX500,

Xeikon PX3300, Xeikon SX30000 machines, CX500; and Xeikon PX3300.

Time was built in throughout the event for attendees to network with peers and relevant industry vendors. A big draw of the conference was the Partner Fair, which featured many of the event’s sponsors including, Brotech CERM, Color Logic, D&K Group, FLEXcon, FlintGroup, Grafisk Maskinfabrik, grafotronic, Great Lakes Graphics Association, LabelTraxx, Moonflower Pack, Nobelus, Spinnaker, Sun Centre USA Inc, Technau, TLMI, UPM Raflatac, Xeikon Financial, XMPie, and of course, Xeikon.

Xeikon is determined, and poised, to grow its recognition and market share in North America in labels, packaging, and the graphic arts. dps

1.& 2. Xeikon showcased several output samples at its new innovation center in Elgin, IL at the Xeikon Café 2023 event.

Dscoop Edge World Expo

HP Users Unite in St. Louis

By DPS Magazine Staff

HP users congregated once again for Dscoop, this time in St. Louis, MO from May 7 to 10, 2023. Dscoop and its signature events invite print service providers (PSPs), partners—including HP, brand owners, and creative professionals to come together and learn about the latest industry innovations and network.

The event drew 1,100 attendees, which included a mix of print providers, vendors, and industry experts.

From the initial setup in the solutions showcase all the way through to the departure lounge at St. Louis airport, Greg Young, head of customer success, Infigo, felt there was a real buzz at Dscoop. “It felt like Dscoop was back. Last year in the Rockies, there was clearly skepticism as it was the first Dscoop event post-COVID. But this time, it felt like Dscoops of the old.”

At the event, attendees were treated to an inspirational keynote by Basketball Hall of Famer and international business leader Earvin “Magic” Johnson. The NBA legend shared his thoughts on teamwork.

“A common discussion point was that this was one of the best keynotes attendees had ever experienced,” says Michael

Aumann, director, digital embellishment solutions, North America, KURZ Transfer Products.

Sponsors and Exhibitors

One critical component of Dscoop is the focus on industry partners. Here we highlight some participating vendors.

A B Graphic International showcased its digital finishing capabilities. The company featured two machines—a beverage specification Digicon Series 3 and a Shrink Sleeve Seaming Machine.

With more complex production workflows and ever-tighter deadlines, DALIM SOFTWARE showed how to improve processing and printer speeds with DALIM DRIVE. Adding DALIM DRIVE specialized workflow tasks into an existing workflow helps eliminate legacy software inefficiencies. For companies

requiring a more comprehensive workflow, the company showed DALIM ES, a complete workflow system that combines production workflow, project management/collaboration, online proofing, and asset management.

Duplo showed two of its newest B2 products, the DSM-1000 B2 Platen Die Cutter and the DC-746 B2 Slitter/ Cutter/Creaser. It also presented various samples produced along with Spot UV and Spot UV + Foil embellishments, which were added using its new DDC8000 B2 Spot UV and Foiling solution.

According to Anthony Gandara, partner alliance manager, Duplo USA,

1. HYBRID Software discussed PACKZ, a PDF editor for labels and packaging, and iC3D, a real-time, all-inone package design software. 2. DALIM SOFTWARE showed how to improve processing and printer speeds with DALIM DRIVE.

Dscoop helped confirm that Duplo is moving in the right direction with its new B2 products. “After demonstrating our B2 solutions to customers, listening to their questions, and seeing their reactions, we quickly realized that many of HP users have a need and are looking for affordable, easy-to-use B2 finishing,” he attests.

GPA brought a team of industry experts and engaged in meaningful conversations surrounding profitability in print and how to leverage media to maximize print production.

Jessica DeCola, director, marketing communications and ecommerce, GPA, says the company’s participation at Dscoop solidified the importance of partnership and industry engagement and how critical these connections are to the success of the print industry as a whole.

HP showcased several solutions. The new HP Indigo 200K digital press made its U.S. debut, which is set to accelerate the flexible packaging market’s digital transformation, according to the company. It also featured its new HP Indigo 100K HD digital press and announced its first two beta site installments in the U.S. and Europe. It also showcased the HP PrintOS Software Suite, which offers proven tools of productivity, quality, creativity, and automation.

Nachum Korman, VP/GM, worldwide industrial print go-to-market, HP,

says for him there are several takeaways from the latest Dscoop worldwide event, including the fact that HP welcomes industry progress, collaboration is key, inperson demonstrations are invaluable, and digital print has the power to revolutionize business and drive growth. “It is truly exciting to belong to the world’s largest digital print community, and the conference was the perfect environment for jointly building the future of our digital print industry,” comments Korman.

There were two common talk tracks at the Infigo booth, but also across the main event—scalability and sustainability. Young says automation features came up in every conversation he had with clients as it tries to move users away from siloed operations and instead ensure that the Infigo web to print platform and other systems are talking with one another.

“With the ongoing labor/staff retention challenges across the industry, now is more important than ever before to ensure that human interaction for order processing is kept to a minimum and instead, utilize technology to build out a scalable solution,” comments Young.

HYBRID Software discussed PACKZ, a PDF editor for labels and packaging, and iC3D, a real-time, all-in-one package design software that lets printers generate live 3D virtual mockups on the fly. With the integration of PACKZ and iC3D, HYBRID Software showed shrink-wrap samples, demonstrated on print, and shrunk on a bottle.

Mike Agness, EVP, Americas, HYBRID Software, says especially with the speed of the new, very fast HP Indigo V12 press, software needs to deliver efficiencies to assure that presses are never idle. The challenge is to assure that planning keeps jobs sent quickly to the press. HYBRID Software can deliver integration and efficiencies between the MIS and the press to assure the V12 press is always busy.

KURZ demonstrated the DM-SMARTLINER digital embellishment system and presented samples and video of the entire KURZ platform of digital embellishment solutions for roll- and sheet-fed applications. Interest in these products was high as digital embellishment continues to be a hot topic for revenue generation and increased profitability with PSPs and packaging manufacturers.

Matik showcased a range of solutions from SEI Laser for label, folding carton, commercial graphics, and wide format signage applications.

MBO highlighted both cutsheet and roll-fed finishing solutions for highvolume commercial print, including the BSR550 rotary die cutter for B2 sheet size presses; the T50 Automated High Speed Folder for B2 sheet sizes; and 20and 30-inch wide web near line and inline finishing systems for HP T presses.

MBO calls this segment MBO Rollfed Finishing Solutions. They are completely integrated solutions primarily for the commercial, marketing, direct mail, and advertising segments of printing. MBO systems are primarily near line designs with the concept—touch it once to print it, touch it once to finish it.

MH+P Technology showcased its canvas stretching and frame assembly machines for the production of quality wall art. Its booth was decorated with large format canvas samples to demonstrate MHP’s specialty in processing large formats. The company featured a Virtual Reality Production Experience for visitors to dive into a real production setting.

3. Standard Finishing featured a range of solutions at Dscoop.

Monadnock Paper Mills presented an extended sustainable print, packaging, and signage media for digital presses.

Muller Martini enjoyed talking about its new digital solutions in several finishing sectors including saddle stitching, perfect binding, and hard cover binding. According to the company, the event’s key takeaways were that the opportunities driven by the growth of the digital market are continuing its momentum and offering more as clients embrace the technology.

Nobelus exhibited a variety of equipment and applications at the show, ranging from its Komfi Amiga 52 Double, an inline, double-sided laminator for thin films to the StrataLam, a double-sided laminator that processes thick PET films for applications like menus and signage. Additionally, it introuced the

Amiga 52 Emboss laminator, which is a single-sided laminator that performs inline embossing.

“Our team had a great time meeting new printers and gathering as a group to share insights, knowledge, and trends with current colleagues and PSPs. Our PSPs teach us so much about what their customers are asking for, and it helps drive innovation and exploration of new market segments,” shares Angie Mohni, VP of marketing, Nobelus.

St. Louis Edge marked the tenth Dscoop event Rollem has participated in. With 600 square feet of exhibit space it showcased its two Insignia die-cutting systems. Rollem was delighted to partner with HP and Nobelus to provide attendees with a souvenir to take home from St. Louis in the form of a die-cut card featuring an image it submitted to be printed by

HP, laminated by Nobelus, and die cut by Rollem’s Insignia Die Cutter.

The Solimar Systems stand focused on the Chemistry platform and its modular solutions designed to correct and automate data and documents in post-composition, thus sending optimized output to and for printers, presses, finishing, email, and archive systems. “We enjoyed presenting our case study on IWCO and sharing how Solimar workflow software digitally retrofitted their production print jobs to easily and seamlessly integrate seven new HP PageWide Presses into two factories with existing presses and finishing equipment,” says Mary Ann Rowan, CXO, Solimar Systems, Inc. Standard Finishing featured the Horizon BQ-500 Perfect Binder, HT-300 Three-side Trimmer, RD-N4055 Die Cutting System, APC-610 Paper Cutter,

and iCE LiNK, which is Horizon's cloudbased information and diagnostics tool that allows for production management across multiple finishing devices to provide a higher level of operational efficiency, offering items like KPI capture to verify productivity, preventative maintenance alerts,job scheduling, and seamless workflow forjob changeover.

"One key takeaway from Dscoop was that in-person events are back, and they 4.Nobelusdebuted its Komfl Amiga 52 Emboss LaminatoratDscoop.

are as strong as ever. During the pandemic we missed out on the usual inperson networking and connecting with our peers. Exchanging ideas, new solutions, and best practices face to face is very powerful and important to attendees of any event or show, and Dscoop showed that to be very true," shares Don Dubuque, director of marketing, Standard Finishing Systems.

SpencerMetrics discussed how its CONNECT and LYNK solutions help users manage machine uptime, labor

COMPANIESMENTIONED� seepage26formoreinformation.

productivity, and get higher return on investment from operations. The company also showcased its partnership and integration with the HP PageWide Industrial presses that help customers realize the potential oftheir equipment investment.

Vishal Sahay, EVP, SpencerMetrics LLC, points out that rising costs and shortage of paper, consumables, and labor are key concerns for print and packaging companies in the current global environment.

Taopix showed the print industry how to revolutionize revenue through personalized print. "By offering business to consumer personalization for photobooks, calendars, and gifts, we know that printers across countless markets can establish a profitable sidearm to their business. We showed our market-leading personalization software along with business support and interactive demonstrations for all who we met," says Michael Carey, commercial director, Taopix.

Carey says it is clear that PSPs are "hungry for more." With greater opportunities presented, he points out that the print world is easily able to expand business and increase both productivity and profitability. "In the evolving environment of print, many are looking for the next project, one that can remain profitable long term and complement existing business practices."

Zaikio showcased a data layer for the entire print industry, demonstrating data being exchanged between various systems without the need for direct connections. "Our takeaway from the show was that data and connectivity are as much a problem in the U.S. as it is in the rest of the world and that there is a need for a universal data layer like Zaikio."

A New Perspective

As the world continues to get back to "normal" post-COVID, networking and learning events like Dscoop Edge are back with a vengeance. The ability to network and catch up with peers helps bring a new prospective to the industry. dps

LabelPrinterTriples Capacity

Savesfourtofivehoursdailyandslashesleadtimes.

ByTony Curcio

Forthepast 15years, HCLLabelsofSantaCruz,CAhasspecializedindevelopingchemical-resistantlabelstoinformandprotectworkershandlinghazardoussubstances. Itsvastselectionspansover 800 ready-made, safety-compliantlabels. In2022, withsalesapproachingall-timehighs, Ben Nell, VP, HCL, beganresearchingsolutionstoboostworkflowefficiencyandreduce hisweeks-longproductionleadtimes.

Like most printing companies, HCL typically dealt with increases in demand by adding staff or buying new equipment. But that resulted in a problem common to most print businesses. "Each time we increased our production capacity, our clients would respond by filling it-and our lead times would increase again. It was a bad cycle and required a production 'revolution'," shares Nell.

Enter SignificansAutomation, a workflow integration specialist that delivers next-generation, highly customized automation for the printing and packaging industries. "I don't think it can be overstated how incredible our results have been. We can now produce much more with the same amount of equipment and staff. And it's almost as ifwe have no lead times anymore;' attests Nell. Significans

Automation was able to achieve unprecedented results for HCL by automating key components ofits existing workflow.

Proven Results

Automation solutions from Significans

Automation saved four to five hours of production time per day by automating cut lines and tabs. Another one to two hours per day was saved by automating the layout. Plus, lead times were reduced dramatically-from up to three weeks to one to two days-without adding any staff. HCL also estimates that it still has

spare capacity and could, in fact, double its existing volumes without sacrificing turnaround times. Not surprisingly, the company also saw a huge reduction in human errors, leading to less material waste and happier customers.

Leveraging its years of experience and partnerships with the industry's best workflow software providers, the Significans Automation team began by automating specific components ofHCTh existing workflow-including the print queue, proofing, and imposition. Plus, years ago, HCL developed a folded kisscut "peel-here" tab to make it easier for customers to apply labels while wearing rubber gloves. So Significans Automation custom-coded Switch software to automatically add the cut lines and tabs without the need for manual intervention by a staff member using Adobe. It also optimized the process within Tilia Labs' imposition software to automate the layout and maximize the press sheets for these tabbed labels. The result was an almost immediate end to the month-long backlog ofjobs in the finishing department-due to improved speeds, as well as a dramatic reduction in reprints due to human error.

ROI in Just One Month

Nell adds that partnering with Significans Automation was one ofthe most important strategic moves in HCTh history.

"Now our team doesn't have to worry about the tedious, manual work that used to be required, because it's all done automatically-and the time savings are mind blowing. I'd say our production capacity has tripled based on improvements that Significans Automation made. Within a month, I could see that this investment was paying for itself. I'm just disappointed that we hadn't done it sooner."

The next step for HCL will be to deploy automation to drive a business-tobusiness ecommerce infrastructure for web to print. The company has already begun building the foundation by streamlining its massive library of product files, so that Significans Automation can begin connecting all the necessary 'pieces' and delivering more never-before-realized inhouse efficiencies for HCL.

Call for a Personal Assessment

Significans Automation specializes in delivering next-generation automation to the printing and packaging industries. This includes programming and expertise in custom workflow development, communication and project management, color management, prepress training, and end-to-end business integration.

For a review ofyour specific workflow automation needs, contact Significans Automation by calling 877-463-4465 or visit significans.com. dps

Aqueous-Based Ink Sets

Advantages and Limitations of Dye- and Pigment-Based Ink Sets for Production Inkjet

By Cassandra Balentine

There are many ways to classify production inkjet. For instance, you could go by configuration, cutsheet or sheet—versus web-fed; or by technology—continuous or drop on demand inkjet; or ink type—UV- or aqueous-based formulations.

Aqueous inks for high-speed production inkjet devices come in both dyeand pigment-based options.

Dye-based aqueous inks are water soluble and offer high saturation because the ink is absorbed into the fibers of the paper of porous and semi-porous substrates like uncoated paper. “This provides a higher color gamut,” points out Lucy Perez-Sierra, advisor, category marketing, Canon Solutions America.

However, she points out that dye-based aqueous inks have less durability, which means the ink will fade more easily if the printed application is exposed to sunlight.

In addition to light fastness, applications printed with dye inks are not water resistant. Perez-Sierra says dye-based inks were the de facto standard in high-speed production

inkjet initially, however the durability limitations of water and light fastness outweighed the advantages. “Dye inks were less expensive, but over time as pigment inks were introduced into the market and leveraged economies of scale the cost differential between the two types of inks became negligible.”

“Dye-based aqueous inks have a long history in the transaction print market.

They are less durable and permanent than pigment-based inks yet more affordable, making them ideal for short shelf life, lower coverage monochrome text versus high-color graphic applications,” notes Jennifer Pennington, director, product management/OEM partnerships, Kodak.

Saba Lotfizadeh and Vladimir Jakubek, research and development chemists, HP Inc., share that dyebased aqueous inks are typically known for their vivid colors, but stress that this benefit is highly paper type and time dependent. “There are other benefits of dyebased inks including excellent

The evolution of water/aqueous-based inks working in conjunction with primers or the formulation of inks has enabled production inkjet systems the ability to run on offset coated substrates...

— Lucy Perez-Sierra, advisor, category marketing, Canon Solutions America

1. Recent Kodak developments include advancements in food packaging, indirect skin contact, and specially formulated care inks for non-woven print applications. 2. HP PageWide water-based inks have versatility to print on a wide range of papers.

system reliability and high scratch and rub resistance, due to high dye penetration into the paper substrate.”

They agree that dye-based aqueous inks have limitations in terms of print longevity, which shows up as limited lightfastness, humid fastness, and water fastness. “In addition, dye-based aqueous inks can have the appearance of low color saturation and gamut volume as a result of dye penetration into the paper substrate.”

On the other hand, pigment-based aqueous inks generally produce a larger color gamut than dye-based inks. “Kodak’s proprietary micro-milled pigment particles reduce light scattering, enabling higher optical densities and color purity, as well as a color gamut that is 35 percent larger than the gamut achievable by offset printing,” shares Pennington.

Pigment inks can also be more durable, generating better results for certain applications, such as packaging and labels. “Pigment-based inks are typically more light resistant, increasing the shelf life of the printed product. With Kodak’s proprietary milling process and skilled in-house material science team, the company offers customized formulations to deliver ideal color match and uphold brand integrity.”

Pigment-based aqueous inks are not soluble and consist of fine solid particles suspended in a carrier liquid, like water. Conversely, they have higher durability and color stability compared to dye-based aqueous inks, and are more resistant to fade when exposed to sunlight, therefore lasting longer. “Pigment inks are more smudge and water resistent,” offers Perez-Sierra. She adds that pigment black inks produce a truer solid black than dye ink.

Lotfizadeh and Jakubek agree, adding that pigment-based aqueous inks offer high print longevity in terms of lightfastness, water fastness, and humid fastness, while also demonstrating high-color saturation, gamut volume, and ink efficiency.

“The limitations of pigment-based inks can include lower ink shelf life due

ink stability and pigment settling and less scratch and rub resistance on coated media,” they note.

In general, water-based inks have minimal impact to the environment, have little to no odor, and are safe for human health in production environments, which makes them ideal for high-volume print applications, comment Lotfizadeh and Jakubek.

The emphasis on environmental impact is increasingly important. “Waterbased ink systems have reduced environmental impact as compared to other technology alternatives,” state Lotfizadeh and Jakubek. “They are typically more than 80 percent water in contrast to UV- and oil-based flexographic systems, which contain no water. Also, waterbased inks don’t have the same health and safety challenges as UV systems do with regards to their monomer content.”

Application Considerations

The use of aqueous/water-based inks in production inkjet systems are popular for a range of applications, including general commercial print, direct mail, publishing, and transactional applications, as well as corrugate and folding carton packaging applications.

One primary considerations for identifying which application segments water/aqueous-based inks in production inkjet systems target is substrates specific. “The evolution of water/aqueous-based inks working in conjunction with primers or the formulation of inks has enabled production inkjet systems the ability to run on offset coated substrates in particular, glossy paper. This has allowed for more offset transfer,” offers Perez-Sierra.

As such, she says market segments that are now open because of improvements with aqueous-based inks in production inkjet systems include publishing, transactional/financial, business communications, direct mail, and commercial print applications like ballots,

catalogs, magalogs, magazines, brochures, marketing collateral, posters, calendars, product inserts, and more.

“Water-based inks can be designed for use in food packaging applications. However, because of the water content, these inks require sufficient drying to make prints durable. This can lead to some limitation in overall production speeds for applications with very heavy ink coverage,” share Lotfizadeh and Jakubek.

Aqueous-based inks are also suitable for printing other industrial applications like signage and graphics, wide format technical applications such as CAD, labels, and textiles, they add.

“The most appealing applications for dye-based inks are those with a relatively short shelf life, low coverage, and limited graphics or color,” says Pennington. “Printers that focus on transactional documents like bills and statements are the most frequent users of dye inks. Some high-volume, yet low coverage direct mail or publishing applications also fit that mold.”

She adds that imprinting systems for addressing or coding often use dyebased inks, but pigment-based inks may also be available.

Pigment-based inks generally produce a larger color gamut than dye inks yielding a better fit for more high ink coverage applications, such as photobooks, color books, magazines, catalogs, and some direct mail. “Pigment inks are also more durable, especially with pre- and post-coats, which are then well-suited for packaging and label applications,” explains Pennington.

Speed, Volume, and Costs

When comparing water-based inks to alternative options, it largely depends on the technology where it is utilized.

Lotfizadeh and Jakubek explain that water-based inks designed for digital inkjet enable transfer of work from analog to digital through “print of one” customization and personalization and fast

turnaround times. This is possible with the elimination of analog makeready processes that take time and create considerable waste.

“Many analog-based ink systems including solvent, oil, and UV inks encounter regulatory challenges and worker safety issues, which make them difficult to use across the global print production environment,” explain Lotfizadeh and Jakubek.

When compared to UV, they point out that UV curing can also be energy intensive to fully cure inks, whereas water-based inks can have some limitations with respect to durability as compared to UV-curable inks, “but performance is often very acceptable for the targeted applications.”

“The biggest difference in pigmentbased aqueous inks is evident in the technology in which the inks are used. When used in Kodak continuous inkjet systems, such as the PROSPER Presses, there are no limitations. The inks deliver

offset-quality print results at production speeds of up to 410 meters per minute or 1,345 feet per minute. Kodak’s proprietary inks increase sustainability through productivity and water-based chemistries thereby reducing the carbon footprint. In contrast, drop-on-demand inkjet technology requires greater amounts of humectants to keep the printheads from drying out thus reducing the life of the printhead,” offers Pennington.

When looking at cost, it is more than the price of the ink. Pennington stresses the importance of considering the total cost of production. “Total production costs will vary between inkjet devices and analog technologies. When comparing analog technology to inkjet, one must consider plate costs, processing, makeready on the press, and paper waste, where Kodak inkjet offers less makeready time, higher productivity, and reduced waste. Inkjet is typically less expensive for shorter run lengths and variable print jobs.”

Lotfizadeh and Jakubek feel that waterbased inks provide a competitive total cost per page and total cost of ownership.

Substrate Compatibility

With the focus on paper supply chains, media flexibility is an important consideration for print providers.

Pennington says a large variety of substrates are compatible with water-based inks and in most cases, primers are used to achieve the best results. “Kodak has optimized its pre-coat and ink formulations to print at the highest speeds on substrates ranging from newsprint to films and plastics. The company continues to invest in material and chemical sciences to advance pigment-based inks. Optional post-coating may be required for extra durability, specifically in the packaging market.”

HP’s PageWide presses such as the Advantage 2200 and the T250 HD use digitally applied HP Optimizer to maximize the system performance and boost print quality, gamut volume, and media breadth. “HP Optimizer is jetted alongside other colors and is typically required for printing directly onto both offset uncoated and coated media. This expands the media versatility and compatibility. However, no HP Optimizer is required for inkjet treated media or HP ColorPRO paper technology,” say Lotfizadeh and Jakubek.

Settling on Ink Sets

When it comes to ink sets in high-speed inkjet printing, dye- and pigment-based inks are water-based solutions. Manufacturers continue to develop their ink sets for increased vibrancy, media compatibility, and dry time.

Water/aqueous-based inks are utlized for many applications. However, these tried and true inks tend to thrive in areas like transactional, books, direct mail, and general commercial printing with specific advantages and limitations when it comes to dye- versus pigment-based solutions. dps

3. The new water-based, low humectant KODACHROME Inks enable presses using Kodak Ultrastream continuous inkjet technology to achieve high levels of color rendition, image stability, and detail.

Beyond Paper

Specialty Media Options

By Cassandra Balentine 0--

Beyond traditional pulp and paper, specialty media options maintain a growing presence in the digital production print space. These include solutions for toner, dry toner, and HP ElectroInk machines, as well as inkjet.

Speciality media options consist of but are not limited to synthetic options designed to resist the heat put out in digitalprinting process. Sometoutstainand tear resistance, while others are thick enough for folding cartons. Additional solutions include peel-and-stick, self-adhesive, magnetic, and even eco-friendly.

Defining Specialty

It's difficult to pigeonhole specialty media into one category. For many, the definition of a specialty substrate is simply any substratethatisnottraditionalpaper. "We define specialty media as unique and innovative problem-solving paper products," adds Steph Oeser, marketingmanager, Relyea.

David Field, GM, specialty paper & film division, Midland Paper, describes specialty media in the digital print space as a

substrate specifically formulated, treated, and/orcoatedinsuchawaytobecompatiblewithdigitalprintdevicesinthemarket.

Field sees the definition expanding intoproductsthataddvaluefortheprinter and/orenduser.Thisincludesoptionslike synthetic paper, films, self-adhesive paper, self-adhesivefilms, and pre-converted/preperforatedproducts.

Aaron Bares, productmanager, Nekoosa,addsthatspecialtymediaproductshelp visually communicate a company's messagingoraparticularapplicationlikeretail signageorreusablemenusatarestaurant.

A specialty media is a substrate that enables a printer to stand out in their market...

- Jason Leonard, technical sales manager, digital print, Neenah

':,\ specialty media is a substrate that enablesaprintertostandoutintheirmarket by offering a higher impact message for their client. It should act as a design element in the printed piece and add tactileappeal, intrigue, orpersonalizedbrand identity;' agreesJason Leonard, technical salesmanager, digitalprint, Neenah.

Julie Brannen, director of regional sales and sustainability solutions, Monadnock Paper Mills, feels speciality media either has unique performance characteristicsorahighsustainabilityprofile.

UPM Raflatac refers to specialty media in two categories, shares Kirit Naik, global director, digital printing technologies-oneisbasedon printingcapabilitiesandtheother

1. Neenahspecializesinpremium,uncoated papers with textures and colors that command attention. 2. GF offers a line of pressure-sensitivevinylmedia.

based on surface appearance. “Print-compatible media requires special ink-receptive coatings for given printing technologies. Conventional printing methods such as flexographic, thermal transfer, and direct thermal printing still require specific ink-receptive coatings, however as well-known printing technologies, most customers refer to it as standard material. In digital printing, surface chemistry becomes more specific for the given print technology,” he explains.

On the Market

A range of specialty media options are available. Here we highlight a few.

General Formulations (GF) offers a line of pressure-sensitive vinyl media. Its narrow format digital (NFD) offering consists of 14 different constructions. “All 14 have been certified for HP Indigo presses, receiving a three-star rating. GF’s NFD sheets are available in 19x13 and 29.5x20.5 inches, stocked and ready to ship in 200 sheet cartons. We apply a proprietary top coating to make them compatible with Heidelberg, Konica Minolta, Ricoh, and Xerox production digital presses in addition to HP Indigos,” shares Greg Kestler, narrow format digital product manager, GF.

Many of Monadnock Paper Mills’ products are offered with 100 percent post-consumer waste recycled fiber. Its Astrolite PC 100 Velvet is the only coated 100 percent recycled text and cover sheet made in the U.S. and is offered in a 9 pt. postal complaint caliper as well as 150 lb. single-ply cover stock, shares Brannen.

Midland Paper’s Specialty Paper & Film division is a national distributor of specialty media solutions for various print segments such as HP Indigo, dry toner, production inkjet, conventional offset, and wide format inkjet. Midland’s media range includes self-adhesive paper, self-adhesive films, synthetic paper, films, specialty paper, media for windows/walls/floors/doors, die cut labels, pre-converted/die cut media, and magnetized products.

Neenah specializes in premium, uncoated papers with textures and colors. Its portfolio accommodates all print technology, including specially treated papers for liquid toner equipment, such as the HP Indigo as well as its newest launch of production inkjet papers, designed for exceptional performance on production inkjet engines like the Canon VarioPRINT and Prostream.

Nekoosa offers specialty media products used across many industries and applications. The main Nekoosa product of focus is its synthetic waterproof, tearproof, and weather-resistant paper— SYNAPS XM, which is compatible with dry toner and laser copiers.

Relyco provides a variety of specialty media, including durable waterproof synthetics, sustainable weatherproof paper, durable synthetic pre-perforated die cuts, metallics, tear-resistant paper with a synthetic core, pressure seal forms, and ID cards.

UPM offers optimized specialty media for printer technologies from conventional to digital printing.

In Demand

Specialty media options often present functionality and are gaining acceptance and demand.

Bares continues to find great opportunities for short-run synthetic paper and a continued shift away from traditional lamination. For example, he says SYNAPS XM is a great fit for these applications due to it being a polyester sheet that performs consistently with the high heat conditions of dry toner-based print engines.

Leonard sees increased demand for more options in the production inkjet space. “As high-speed inkjet printing has grown, the demand for this technology has pushed printers to diversify and grow their business, ultimately creating a drive for uncoated, textures and colors. We recently launched our new CLASSIC Production Inkjet line to meet this demand. “

Naik believes that as printer technologies improve, conventional media can be used. However, not all printers offer the same capabilities so optimized media is required for specific printers. ”

Kestler points out that over the years, many shops have tried to print synthetics via their offset presses with conventional ink sets only to have unpredictable results. “As more printers and in-plant shops install production digital presses, it allows them to run specialty products—including pressure-sensitive vinyl—knowing that they will have great results.”

Oeser sees an increased demand for durable materials year over year.

Sustainability Considerations

Specialty media is often characterized by durability, this leads to the question of where it fits in terms of sustainability, which is a feature that is in demand for media options.

As a pressure-sensitive manufacturer, GF looks to use recycled components when possible, including the use of FSC release liner base paper and base paper made with pre- and post-consumer waste. “The same goes for certain facestock and

polyester liners, utilizing R-PET versus PET is a newer trend,” says Kessler.

With few exceptions, Brannen says Monadnock’s products are recyclable in the curbside mix paper waste bin. “When you need a durable material that has to meet rigorous test standards, it inherently becomes more difficult to recycle curbside,” she offers. “At the very least it is important to make sure that these products are made with responsibly sourced fiber and third-party certified.”

For Neenah, it’s all about being completely fiber based. “Our products are manufactured with certified, responsibly sourced pulp, and our digital offering includes items containing up to 100 percent post-consumer waste. In addition, all our digital papers are recyclable. Choosing paper over plastics and PVCs whenever possible is the goal of most brands. The opportunity lies with making them aware of what is both possible and available for them to select,” offers Leonard.

Bares admits this can be a tricky area to navigate as many specialty, nonpaper-based products are used for key attributes like long-term durability. “I would focus closer on the application it is replacing, which is traditional lamination. Over time, most touch laminated prints like a menu, for example, would need to be reprinted and discarded multiple times before ever needing to reprint the SYNAPS XM product. You also need to consider that many printers nowadays outsource lamination work, and certian specialty media limits the need to send work out. SYNAPS XM is a #7 plastic and that means it falls under the general plastics category. One great advantage of this product is that it is up to 15 percent pre-consumer recycled content.”

Sustainability is everything UPM Raflatac does, according to Naik. “So it does not stop whether we provide conventional or specialty media. We offer more sustainable solutions, covering all components applicable in media such as adhesive, facestock, liner, or total

construction. We believe in closing the loop and making the switch and it is applicable to all media we offer,” he shares.

Media Matters

Choosing the right media for the job at hand is essential. “There are countless

applications that call for specialty products. The best path is to use the right media for your application,” shares Kestler.

With a knowledge of the customer requirements and the understanding of what is possible with the right media, the potential is limitless for digital print. dps

by Cassandra Balentine

s environmental concerns continue to make headlines, consumers and business owners search for ways to reduce waste and make products more sustainable.

Labels/packaging is one area that can create added waste. However, media providers are diligently working to find solutions.

After a product is purchased, used, and placed in a recycle bin, it is sorted at a material recovery facility before being shredded and chopped into small pieces at a polyethylene terephthalate (PET) reclaimer, shares Dan Riendeau, strategic business unit manager, packaging, FLEXcon Company, Inc.

Some modern label materials are designed to easily debond from the packaging they adhere to, which helps the process of separating recyclables.

Melissa Harton, marketing manager North America, Fedrigoni Self-Adhesives, explains that debonding occurs when a container is processed utilizing a water temperature of 88 degrees Celsius/190 degrees Fahrenheit or higher with an alkaline solution.

“Container pieces receive a warm caustic water bath where the labels wash off and float to the top while the container

Above: FLEXcon optiFLEX ecoFOCUS with V-52RE adhesive is a line of white, clear, and silver BOPP films designed to enable better recyclability of PET containers.

pieces sink. The container pieces then start their journey to becoming a new container, free from adhesive and label materials,” adds Riendeau.

Christina Barajas, sustainability manager, Mactac, points out that PET has a density of 1.38, so labels need to be formulated in a way that the adhesive will cleanly remove from the PET container during the wash process at a materials recovery facility and float, so they can be skimmed off and leave behind a clean PET container.

“This sink/float recycling process cleanly separates the label from the container and PET flakes. The PET fragments, now clean and free of residue, can be used in a PET bottle-to-bottle recycling process,” comments Harton.

Debonding Demand

As consumers become more environmentally conscious, they drive demand for eco-friendly packaging.

“In fact, according to research by Trivium Packaging and Boston Consulting Group, 74 percent of consumers are willing to pay more for items in

sustainable packaging, and 60 percent say they are less likely to buy a product in harmful packaging. In addition, many consumer brands have committed to the U.S. plastic pact, which addresses key challenges. One commitment is to make 100 percent of plastic packaging reusable, recyclable, or compostable by 2025. This is a lofty goal for most brands as according to the U.S. Plastics (USPP) annual report, only 36 percent of plastic packaging put on the market from USPP activators by weight is reusable, recyclable, or compostable. Their goal is to reach 100 percent by 2025. This is going to require brands to start looking at more options to help enable the recyclability of their PET containers,” offers Riendeau.

“One of the keys to a truly circular system is having enough ‘clean’ material going into the recycling stream to allow for high-quality materials to be made from recycled content on the backend,” agrees Harton.

James Allen Howell, product manager, UPM Raflatac Americas, says because PET plastic packaging is lightweight and economical to manufacture, it is in high demand. “Although PET has the highest recycling rate among plastics, less than half is collected for recycling and the vast majority that is

recycled is downcycled because it is not suitable for turning back into bottles or food containers. This can be due to the labels not separating well during the recycling proecss. As more global brands seek recycled content in their packaging materials, label choice becomes critical.”

Due to the increasing focus on sustainability and the need to reduce waste, Harton also sees a growing demand in the packaging industry for debonding of non-recyclable materials from containers before recycling. “When nonrecyclable materials are included in the recycling stream, they contaminate the plastic flakes. Contaminated flakes cannot be used to make products that include post-consumer content.”

There is also increased demand for recycled PET (rPET) versus virgin resin PET in the marketplace. “Having a label solution that will cleanly debond from a PET container is a critical step in the PET recovery process,” comments Barajas.

Consumers expect more from brands when it comes to their overall environmental impact, shares Harton. “Therefore, brands demand more from their label material suppliers, which pushes the industry as a whole to find solutions.”

Certified Solutions

When it comes to sustainable media options, certifications help provide confidence in the process.

One certification is by the Association of Plastic Recyclers (APR) Critical Guidance, which provides recyclability of PET and high density polyethylene (HDPE) offerings.

The APR offers certification of certain label materials that meet its critical guidance protocols. “The APR

1. Mactac has both hot melt and acrylic APR Critical Guidance HDPE label offerings for its customers. 2. Polyart's concept is to use a label made of the same material as the container itself to have a mono-component container that is easy to recycle.

has also published container labeling guidelines to help ensure recyclability. The Sustainable Packaging Coalition offers brands The How2Recycle Guide to Recyclability, which provides clear messaging on whether a package is recyclable or not,” offers Riendeau.

Barajas notes an increased need for APR Critical Guidance tested solutions for white or clear biaxially-oriented polypropylene (BOPP) offerings.

Barajas says the Mactac PUREfloat offering provides no adhesive residue during the PET washing process.

She explains that this differs from HDPE, where the preferred guidance is for the label to stay on the container, but being recycling compatible, of which Mactac has both hot melt and acrylic APR Critical Guidance HDPE label offerings for its customers.

Fedrigoni Self-Adhesives’ Ri-Move PET products are also certified by the APR. Ri-Move PET’s AR842 adhesive provides debonding of non-recyclable label materials from PET containers, making them recoverable. “APR certification means that plastics using label materials from Fedrigoni Self-Adhesives were subjected to the industrial recycling process. After undergoing the recycling process, the labels were evaluated and certified as compatible with industrial recycling,” comments Harton.

UPM Raflatac’s SmartCircle RW85C Wash off products are recognized by the APR as meeting or exceeding its Critical Guidance testing requirements. Available as clear, white, or silver metalized film face materials, these labeling solutions add sustainability benefit when paired with UPM Raflatac’s PCR liner—featuring up to 90 percent post consumer recycled content.

Finding Success

Common PET labeling applications include bottles, clamshells, health and beauty products, food and beverage packaging, and household goods, notes Barajas.

At this time, Harton says any product in a PET container can successfully utilize its Ri-Move products as they are specifically formulated to cleanly remove from PET containers. The product inside of the container does not impact the ability of the label to be removed during the recycling process.

Riendeau says BOPP is one of the best label materials to use for debonding from PET because it is lighter than water and will float to the surface. “This allows for the label material to be screened off during the reclaim process. Otherwise, it would contaminate the clean rPET flake.”

Alternative Considerations

In addition to media solutions that debond, there are benefits to an alternative method, in-mould labeling.

The idea behind in-mould labeling, according to Louis Rouhaud, global marketing director, Polyart, is to use a label made of the same material as the container itself to have a mono-component container that is easy to recycle. “The concept is to place the label inside the mold at the time of production of the container/bottle. This is an efficient labelling technology as it optimizes the process and energy of forming the bottle/container to affix the label. This also avoids a second energy consuming step of offline labeling.”

Moreover, there is no additional glue required to bond the label to the container, avoiding further contamination and decreasing the quality of the recyclate.

Rouhaud points out that in-mold labels are liner-less, thus avoiding millions of square meters of liner that are most of the time landfilled. “It is a very efficient, and globally sustainable labeling technology.”

Sustainability Gains

Media and adhesive suppliers are working diligently to create sustainable solutions, including debonding label solutions as well as in-mould options.

Rouhaud says the demand for recycled material is high as in some states, like CA, where the law is already requiring that containers contain some recycled material. “This requirement will increase, and by 2030, it will also be a requirement in Europe; and this will keep on rising; to achieve that, we need good quality recyclates, thus organizing recycling loops, harmonizing containers, and generally speaking, designing containers and their labels to be easily recyclable,” he comments. dps

EYEBALLS

TrendsPushPhysicalandVirtualCollaboration

byCassandra Balentine

Direct mail continues to evolve. While challenges like postage increases are real, the impact of that physical connection is uncontested. "One of the biggest advantages of direct mail is its ability to create a physical connection with the recipient. People tend to give higher value to tangible items they can touch and feel," offers Clint Seckman, president, Parkland Direct.

Above:Advancementsin variable printon demand forpictures andgraphicsinadditiontootherembellishmentscandrive greater response rates and readability. Ricoh production printing equipment offers capabilities forhighlypersonalized,high-valuemail.

Physical direct mail reacts to the digitalfatigueandimpersonal,unwantedmail byprovidingrelevant, interesting content. "It provides abreak fromthe screen readersdefinitely enjoy. Directmailmakesuse of the benefits of printed products-you can touch it, hold it, bring it inside your home, and keep it for later. Emails often get deleted right away or moved to spam folders," asserts ThomasSchnettler, business development, andRandyHardy, representative, North America, locr GmbH.

"In today's digital age, people spend more time in front of screens, leading to an increase in screen fatigue. As a result, there is a growing opportunity for direct mail providers to capitalize on the desire formoretangibleandhumanconnections through print and direct mail marketing," addsSeckman.

Troy Shatus, president/CEO, Capital Mailing Equipment, notesthat in theage of digital marketing, direct mail providers have a unique opportunity to reach customersthrough physical mail. "While digital channels are often saturated with ads and promotions, physical mail has the potential to stand out and make a lasting impression on the recipient."

Direct mail brings less competition for eyeballs. "Digital is crowded now; everyone is there in almost every aspect of digital. You still have to be there, but I've always believed in being in places that aren't as crowded or competitive. Direct mail is that channel now," says Brad Kugler, CEO, DirectMail 2.0.

Marc Mascara, manager, professional services, Canon Solutions America, Production Print Solutions, says high-value print applications that drive personalized and relevant communications represent a big opportunity for printandmailproviders. "Research tells us that generational differences have once again swung the pendulum back towards print communications. With the overwhelming number of ecommunications being received we believe the younger generation has become more

attuned to personalized and relevant print communications. Research shows not only their increased adoption of print but more brand awareness and purchasing prompted by printed direct mail they receive."

Julie Brannen, director of regional sales and sustainability solutions, Monadnock Paper Mills, agrees, adding that highly curated and targeted direct mail has proved very successful over the past few years. "Younger generations love to get real mail in their real mailbox. Direct mail should be an integral part of any omni-channel marketing strategy."

"We are seeing higher than ever response rates to the direct mail marketing channel and statistics are showing direct mail earning the highest return on investment (ROI) of other channels," shares Morgan DiGiorgio, SVP, sales and marketing, DirectMail 2.0.

Digital Integration

Digitalcommunicationsalso have advantages, especially when paired with print. Therefore, to increase ROI, Angelo Anagnostopolous, VP of postal, GrayHair Software, points to the importance of connecting the "physical to digital;' which helpstoremaintopofmind.

"By combining direct mail with digital marketing efforts, businesses create

a more cohesive and omni-channel marketing strategy that reaches customers across multiple touch points to lift direct mail response rates," says DiGiorgio.

Consumers want this type of connection, and respond well to it. "This requires traditional mail providers to step through the digital front door to multiple distribution channels to improve the customer experience and performance," shares Kenneth Tucker, senior manager, marketing business development, Ricoh USA Inc.

Plenty of innovative options combine direct mail and cross media communications to serve the increasing customer desire for personalized, interesting approaches, addSchnettlerand Hardy.

Emerging technologies like augmented reality (AR) and quick response (QR) codes create interactive and engaging mail.

"Incorporating QR codes or AR technology into mailings can provide a more immersive experience for recipients and encourage them to engage with the mailing further. Adding a call-to-attention tag line with full-color personalization and graphics will also increase your engagement and open rates," adds Shatus.

1. Parkland Direct is an envelope manufacturer with extensive experience in foiling, embossing, and specialtycoatings.

Data and Personalization

In addition to multichannel delivery, personalized direct mail provides efficient, reliable, and sustainable solutions in times of inflation and uncertain economic situations, share Schnettler and Hardy.

Personalization and the use of data analytics is a big opportunity for direct mail providers today and into the future. “By leveraging data such as purchase history, demographics, and behavioral patterns, direct mail providers create highly personalized mailings that are more likely to resonate with recipients and drive action,” shares Shatus.

With the abundance of data available, direct mail providers are able to create highly personalized and targeted mail

pieces that resonate with individual recipients. “An up-and-coming strategy to harness this is the use of technology to identify website visitors and retarget them with direct mail personalized to their web activity,” adds DiGiorgio.

“The biggest opportunity for direct mail providers today and in the future is to leverage data, technology, and creative approaches to create personalized, engaging, and memorable mailings that cut through the noise and connect with customers on a deeper level,” shares Shatus.

Effective Effects

Another way to create stickiness with direct mail is leveraging the latest options in media and embellishment.

Direct mail providers can explore new formats and materials to make mailings more visually appealing and memorable. “For example, using high-quality paper, unique textures, or scents can help mailings create a lasting impression on the recipient, comments Shatus.

“Direct mail has a real penchant for innovation and experimentation. It’s a creative discipline. Textures, colors, metallic, even scratch-and-sniff effects help mailers stand out in the mailbox. They also need to show a positive impact on the response rate to justify the cost, so the most effective tools will win out in true Darwinian fashion. Today and in the future, I see a lot more in the way of digital textures and foils being prudently used,” comments William Longua, senior director, digital print group, Quadient.

Seckman says studies have shown that haptics, or the science of touch, is an effective way to engage customers and increase the perceived value of a product or service. “Adding embellishments to direct mail pieces, such as embossing, foil stamping, or unique textures, builds on this idea and helps to increase brand recognition and trust. The adoption of embellishments in direct mail marketing is on the rise as organizations look for innovative ways to stand out and make a lasting impression on their customers.”

Coatings were initially viewed as protective materials from scuffing or handling in the mailing process, but now, Lance Martin, VP, marketing, MBO America & Komori America, feels that they are much more widely used in the direct mail business for tactile feel changes and visual stimulation to achieve conversion. “This new approach has moved the use of coating to a value-added enhancement.”

Mascara says many print and finishing tools are geared towards increased

2. Locr provides personalized maps that can be found in direct mail and cross media campaigns of all industries. These maps attract attention, visualize the way from the customer to business locations, and are proven to boost response rates.

automation and fewer manual touchpoints to help reduce labor requirements. He points to a recent mail piece Canon created in partnership with MBO, a trifold, sealed mailer with two perfs and a glued business card. The entire piece was finished automatically—scoring, perfing, folding, sealing, and gluing down the card.

Anagnostopolous points to trailing edge die-cut envelopes, embossed envelopes, and special coatings as popular enhancements for direct mail today.

Tip-ons are another consideration. Martin suggests thinking of tip-ons as an additional form of embellishment making the deliverable more engaging. He says they traditionally have a couple of positions in the market. “One can be for function as in the case of providing new ID cards for a group policy plan. Control systems have the ability to apply the card and the information matched to the personalized mail.

The other can be to engage the recipient for better conversion. The tip-on can be a number of things as simple as a CR80 style card, or as complicated as a seed packet or product sample. The key to this is to provide systems that can be configured to provide this finishing technique in a single step.”

David Yost, GM, InfoSeal, says windows are growing in popularity and find success because of their strong response rates. “Having the ability to utilize patched on polyester windows in rolls, having multiple free-floating inserts—without requiring an inserter—has changed the production dynamics for mailers.”

Postage Increases

The elephant in the room is continued rising postage by the United States Postal Service (USPS). Print providers and mailers work with clients to optimize mailings

by improving data quality, reducing waste, and increasing response rates.

“Most of our customers spend a lot of time forecasting and then factoring in the postage increases,” adds Margaret Curry, national manager, major accounts and strategic alliances, RISO, Inc. “We discuss paper and postage all the time. The amount of time and resources they commit to understanding what the USPS is planning or executing is significant.”

Anagnostopolous points out that the USPS’ twice-per-year postage increases are resulting in ten percent plus declines in mail volumes. “Even though mail has a better ROI, it becomes too expensive at some point. The trick to mitigation, and something we have been helping customers with, is how to mail less and maintain the same response rates.”

“While postage rates are a problem, the biggest problem lies in the integration

and control of postal streams through a standardized process. That includes all address cleansing, co-mingling, presort, and design optimization. This process can minimize the increasing postage cost while improving the customer experience, security, compliance, and results," says Tucker.

"The onus is on the mailer to make sure the lists they are using are as clean, accurate, current, and targeted as possible to optimize efficient use of that postage," cautions Longua.

Print providers might explore alternative delivery options such as drop-shipping or co-mailing to achieve cost savings by bypassing some of the more expensive segments of the postal distribution chain.

Seckman points to USPS incentives that offer discounts for things like tactile sensoryandinteractive, emerging andadvanced technology, and informed delivery discounts-among others. "It is important for organizations using direct mail to work with their providers to take full advantage of these valuable incentives as it can help offset increasing postage rates!'

Providers can also get creative with how the mail is presented. "To reduce

postage costs, we have seen tremendous growth of our Double Postcard Pressure Seal products," says Yost. He explains that marketing mailers often utilize Double Postcards because it conceals the message while utilizing a small amount of paper, and is efficient to process from a twoup, high-speed rollstraightto the mail tray.

"While postage increases are certainly a challenge for print providers, it is not necessarily the biggest challenge they face. Other challenges may include increased competition from digital channels, evolving customer demands for personalized and targeted communications, and the need to constantly adapt to new technologies and industry trends," comments Shatus.

Kugler feels that direct mail is becoming an exclusive luxury or the high end of marketing, much like TV is thought of today. "If you have a more valuable or pricey product, the cost is still low compared to the revenue generated. The postage price increases can be absorbed in the right markets and with the right messaging."

Schnettler and Hardy suggest trying to make the most of your resources, spend wisely, and plan ahead. "Direct

mail offers several options to track your results regularly. Research and evaluate the efficiency of digital content-saving on paper and postage costs won't necessarily lead to successful and cost-efficient campaigns."

DiGiorgio also sees a desire for sophisticated tracking and the ability to show attribution increases as customers want to ensure the additional spend is yielding the results they desire. "Print providers will need to be more focused on ROI reports and showing attribution to ensure customers don't seek other channels;' offers DiGiorgio.

"Planning ahead, being more strategic, utilizing all the tools available to razor focus your message, and good lists all will make each campaign more profitable. Many printers are becoming direct mail experts and they can help guide brands and marketers through the process," says Brannen.

Modern Mail

Direct mail is an essential part of communications. However, it's evolving and continually challenged by increasing costs and slashed budgets. There are several ways to improve efficiency in production, as well as incentives for lower costs in postage.

"The biggest opportunity for direct mail providers today and into the future is to lean into the human connection that print and direct mail marketing can provide. As more people suffer from screen fatigue, the value of physical marketing materials will only increase. By combining the tangible nature of direct mail with personalized and eye-catching embellishments, direct mail providers can create a unique and effective marketing channel that stands out in an increasingly crowded digital world," says Seckman.

For more coverage on direct mail trends, check out our web series on the topic as well as an archived webinar at dpsmagazine.com. dps