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With the advent of digital printing, short-run printing has now become affordable. In the past, utilizing traditional print methods like offset printing (offset lithography), the strategy was to get the lowest affordable unit cost for printing. The weakness of this strategy is its high waste factor. Commonly materials go unused, the information on the material is out of date, potential customers become bored with the materials, or materials are lost or accidentally destroyed. Another weakness of this strategy is that these materials take up space and time to manage.
Short-run printing allows you to control waste and to keep your materials fresh and up-to-date. An added benefit is the ability to print multiple versions of the same materials with sections that vary based upon the customer or locale. An example of this is a client in the insurance industry which must make sure that its marketing pieces comply with the insurance laws in all 50 states. In order to print this client’s marketing pieces economically, we use short-run printing and print different versions for each of the 50 states. Traditional offset lithography is not able to print versions of a product at an economical price.
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