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Commercial Printing: “On-Shoring” Color Printing

I am currently working with a print brokering client who produces a number of East Coast beach resort advertising print books, which are manufactured in China because it’s unbelievably cheap. However, she has to deal with a longer lead time, which cuts off her ad sales earlier than she might like. In addition, her print book production schedule falls during Chinese New Year, so book production slows down during this time. Also, there is always the potential for dock strikes, necessitating the rerouting of her books to another port for entry into the United States. Also, if something goes wrong, well, China is far away. So my client pays a lot for the discounted book printing prices.

In light of this, a situation that affects many of her fellow book publishers in the East Coast beach area and presumably a huge number of other publishers across the United States, I read an article the other day about inkjet color printing for trade books. I found it intriguing.

The Premise of the Article

I found the article on the AmericanPrinter.com website on 2/6/17. It appears to be a press release from Xerox, since I cannot find the name of the writer. If you Google the article, it’s entitled, “The Case for Bringing Color Trade Book Production Back Home.”

Even the title makes me feel warm inside. Here’s the premise of the article:

  1. Trade book publishers have been inkjet printing the text pages of black-ink-only trade books for some time now. This has improved inventory control. That is, publishers don’t run out of books, but neither do they need to buy books to cover the highest sales expectations. This means fewer inventory overruns and less waste, plus less overhead expense for inventory. Longer runs of the books are still best suited for offset printing. (Keep in mind that this pertains to the black-only text blocks, presumably not the covers.) (If you want to research this process, the technical term is “production” ink jet printing. This distinguishes it from inkjet products that are not trade books, educational books, and the like.)
  2. For books with 4-color interiors, inkjet color printing has not caught on. This is disappointing news, since it would be an ideal response to the seasonality of much of the 4-color book interior work. For instance, the American Printer article, “The Case for Bringing Color Trade Book Production Back Home,” notes that cookbooks are in demand around Christmas and Mother’s Day, color textbooks for higher education are in demand at the beginning of the school year, and children’s books sell well around Easter and Christmas.
  3. When a book publisher produces process-color print books overseas to fulfill expected orders at these specific times of year but runs out of inventory, he or she can’t just order more books from Far East printers and receive them in a timely manner. At best, it would take weeks for a reprint, not just a few days. This can mean either needing to over-order books initially or running out of books and losing sales later on.
  4. This short-run, inkjet-printed text-block paradigm for interiors of 4-color books would be ideal for solving the problem of seasonality in four-color book interiors. However, to date, there have been problems. Pretreated paper for currently available inkjet production presses has cost more than off-the-shelf coated paper, and there have been fewer paper options available. In addition, the quality of the printed product has not been of the same caliber as offset printed four-color work.

The Potential Solution

As I noted before, this article is most likely a Xerox press release. The article, “The Case for Bringing Color Trade Book Production Back Home,” goes on to list the benefits of the upcoming release of High Fusion Inks for use on its Trivor 2400 platform. This will “enable high-quality color inkjet printing on untreated commodity offset coated stocks with no pre- or post-print coatings.” “The Case for Bringing Color Trade Book Production Back Home” continues, noting that “These stocks often cost 15 to 20 percent less than specialty inkjet treated stocks and can help providers standardize on fewer paper stocks to better manage costs.”

Clearly this is sales literature. However, it also has far-reaching implications. When the price of the inkjet-printed books drops due to lower paper costs, and when the quality of the printed product improves (which is directly related to the paper, since the color inkjet printing process can already exceed the color gamut of 4-color offset printing if you use the right expanded ink set), then the case for bringing production inkjet for color book texts back home improves significantly.

Color quality aside, along with the cost of the paper, there are still a number of additional benefits to bringing the commercial printing of color books back home. “The Case for Bringing Color Trade Book Production Back Home” notes:

  1. Lower freight charges compared to shipping costs from the Far East.
  2. Minimized administrative and handling costs (to this I would add the elimination of the complexities and stresses of importing goods).
  3. The ability to control costs by more tightly controlling the supply chain.
  4. The ability to fulfill those orders that would be lost to a several-weeks-long reprint schedule compared to a few days’ reprint schedule for a locally-sourced ink-jet book.
  5. To this I would add the reduced cost of inventory.

Overall Impressions

Once production inkjet can compete with offset commercial printing in terms of image quality and printing paper price, this will be a game changer. I have looked closely at some inkjet printed color books, and I have seen the difference between these products and offset-printed color books. But I have also seen spectacular color inkjet work. I know we’re close. This might just be the right equipment at the right time. If so, it might just make the business case for bringing this commercial printing work home again.

2 Responses to “Commercial Printing: “On-Shoring” Color Printing”

  1. Jim Green says:

    You missed an important additional benefit…helping the domestic economy rather than sending yet more of our work to China.

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