Even in the relatively conservative marketing environment investment advisors face, you can’t afford to ignore new strategies for sharing your key communications. But there’s no need to abandon tradition either. There are times when all the website widgets in the world are no substitute for a nice, printed brochure that you can place directly into someone’s hand, or a business card that speaks of quiet quality or a flyer to promote a special event. There are times when it’s still time to print.

Just as our financial industry has evolved, so too has the print industry. Not long ago, full-color materials could only be produced by “offset” printing, which made it cost-prohibitive for all but relatively high-end, large-runs. Today, there’s “digital” printing, which brings color printing to a wider range of needs. Still, as with almost all technologies, each printing solution has its pluses and minuses.

Recently, my colleague Pat Rollins at EFI Printers Alliance distributed a great “plain speak” article on the differences between digital and offset printing … for when you do decide to print. Here is Pat’s article, reprinted with permission. Thanks, Pat!

Digital Printing Vs. Offset Printing by EFI Printers Alliance

The growth of digital printing technology has brought technical advancements and more options to today’s commercial printing, but it has also brought some confusion. We have client’s that ask us what is the reason to have something printed digitally versus printed offset, so we thought it would be helpful to explain the advantages and disadvantages of digital printing and how those compare to offset printing.

Advantages of Digital

• Shorter turnaround.
• Every sheet prints exactly the same.
• Lower unit costs for very small print runs.
• Variable Data Printing is a form of customizable digital printing. Text and graphics can be changed on each piece without stopping or slowing down the press. For example, personalized letters can be printed with a different name and address on each letter.

Advantages of Offset

• High image quality.
• Works on a wide range of printing surfaces.
• The unit cost goes down as the quantity goes up.
• Quality and cost-effectiveness in high volume jobs.

Still Not Sure Which is Right?

• Quantity. Offset printing has a front-end cost load. Short runs may have a high unit cost. But as quantites increase, the unit cost goes down. Very short runs can be much more cost effective with digital printing.
• Printing medium. If you need or want special paper, finish, unusual printing surface or a unique size, offset printing offers the most flexibility.
• Color. Digital presses use 4-color process printing. If you need only black ink or one or two colors, offset printing may offer a more cost effective solution. If you need 4-color printing, digital may offer advantages in lower up-front costs.
• More on color. If you’re planning to print using PMS colors, offset printing will give you the best match. Digital printing simulates the color using a 4-color matching process, so some digital printers may offer less accurate color matching on projects.
• Turnaround. If you need it fast, digital is the way to go.
• Proofing. Digital offers accurate proofs since you see an actual sample of the printed piece. Accurate color proofing for offset printing can be expensive.
• Customization. Digital printing offers the most affordable way to customize marketing materials, direct mail pieces, letters, etc.

In Summary. It really depends on the kind of print job as to which technology is best suited not only from a cost standpoint but also from a quality standpoint. Both digital and offset printing have their advantages and disadvantages and that is where having experienced printing consultants such as EFI Printers Alliance can help decide the best way to produce your printed products