If Google Jumped Off A Cliff...

If Google Jumped off a cliff, would you? If your answer is no, you should probably think again. Chances are there is a pile of cash over that cliff.

Google Knows You!

No one will argue that Google has the most accurate and efficient market research information on the planet. Because a majority of people use their search engine, email, free apps, and even their own web browser (Chrome) they have some serious insights into your behavior. Have you ever noticed the ads on the right column of your mail that just so happen to coincide with your mails content?

Google, Don't Jump!

Businesses are jumping onto the Twitter, Facebook, and SEO bandwagon at a break neck pace. They believe these avenues hold the keys to new marketing efforts, without traditional cost. These companies should take notice, however, that Google doesn't agree. As a matter of fact, in a move to fully promote their ad words service, Google has turned to direct mail! In the words of Nathan Kring over at Catchfire Media, these digital avenues aren't "the Whole Enchilada"

Traditional Avenues Actually Work?!

Like Nathan, Google understands that people still react to these traditional marketing avenues. That is why they spent thousands upon thousands of dollars to send business owners print-it-and-put-a-stamp-on-it mail. Paper and Ink are certainly not dead, and when Google in all their superiority launches a direct mail campaign, that alone should confirm that maybe web advertising avenues aren't quite the "magic bullet"* we are looking for. At least not by themselves.

Take The Leap

It feels odd to say, but for the businesses who arrived to quickly into the social media soap opera, or those who are considering joining in, don't forget the good ol' printing press; Google certainly hasn't...

*Magic Bullet reference also taken from Nathan Kring's article.

Digital vs. Offset explained.

Printing has come a long way since it's beginnings. Today's graphic designers will quickly tell you that offset printing is the best choice for your new print project, but has anyone described why (or why not) it is the best option for you? I am not going to get uber-technical, but will just quickly cover the difference between digital and offset.

What is digital printing?

In a way, digital printing works a lot like your color copier. It doesn't move incredibly fast, but there is no setup, and it is fairly inexpensive to use. Digital is always the discount option for smaller quantity projects.

What is offset printing?

Offset printing is more a chemical process than a computer process. In an offset job there are four rollers that have etched metal plates on them. These four rollers typically represent the CMYK you hear about. C = Cyan, M = Magenta, Y = Yellow, K = Black. (K is used to avoid possible confusion as Blue) The paper runs through these four (or more) rollers at lighting fast speeds and "offsets" the image from the plate to the paper. There are more technical details here, but why bore you? Offset also offers spot color ability to better match your PANTONE. This guarantees perfect color representation. (More on PANTONE and SPOT colors later)

What is the difference?

Avoiding technical jargon, offset is traditionally used for high volume projects, and digital is used for short run projects on a budget. The offset press provides the highest quality printing, most accurate color and runs at the fastest rate, so typically this is the best option. Because offset printing is done through a beast of a machine, it does take significant time to set up, and this is where most of your cost comes in. If you are printing thousands of sheets, this cost isn't as significant, but if you are printing a short run, the set-up alone could be half (or more) of the entire project.

Digital on the other hand, requires little set-up other than throwing the paper in. This means for short runs, there is not nearly as much manual labor, resulting in lower cost. This money saving option does have it's downsides such as color-accuracy loss, image quality loss, and limited paper options. (It is important to note that recent advancements have made digital quality and color representation nearly indistinguishable from offset. Some digital printers even claim 99% PANTONE accuracy!)

What does this mean for you?

If you are printing thousands of pieces, the obvious answer is offset, no contest. If you are printing a smaller run project you may want digital, but keep in mind unless your printer has one of the new state-of-the-art digital presses (3 in Iowa, 2 of which are private) your digital project mind end up looking like a desktop printer production, specifically when you match specific colors.

Do you have a personal experience negative or positive? Do you have something to add? Let me hear you, please comment!

Offset Printing

We truly care about your projects, and carry them all the way from conception and present you with the finished, printed project. Our overall goal, is to ensure your project looks the best it can. In order to do this we will make certain decisions regarding your printing options. We will do our best to keep the cost monster in check, but we will never sacrifice the quality of your project. One way we choose to make your project look its best is by printing offset rather than digital. Digital can be cheaper for smaller jobs, but we are sure you will appreciate the difference. Coming soon, we will post a detailed description comparing digital to offset.