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FLEXO Magazine : May 2010
Technologies & Techniques 26 FLeXO may 2010 www.flexography.org ThaT’s The Idea “ W hen you are selling just substrate or ink on paper, you are commoditizing yourself,” says Mike Reid, market man- ager, print, Transilwrap Canada Ltd. “In the marketplace today, you have to step outside the box.” Reid lives and watches the evolution of flexographic (and offset) printing technology. Even with the sudden changes in the global business environment, one thing remains clear—perhaps more so now than ever—innovation and differentia- tion is part and parcel to success. “ Right now, it is a very aggressive marketplace,” he insists. “Simply offering the paper, equipment or artwork utilizing the new technology isn’t enough. Going forward, we must offer more. Something has to be different about the package that is printed. Everything has to gel from a technology standpoint—material, new equipment and beyond.” Standing in the printing plant of Cenveo MM&T in Mississauga, ON , Canada, Reid put his philosophy into practice, donating 35,000 linear feet of 4mil oriented polyester for the special outsert cover of this magazine. The clear, gloss material was chosen to enhance the picture clarity, according to Reid. “ It also has good rigidity and snap to it.” “ We are opening up a new opportunity,” proclaims Marcelo Marziali, flexo supervisor at Cenveo. “It is becoming more routine because of our versatility, and because we can do it in one pass. Everywhere else you go to get a cover and cut it down, guillotine it; they can’t do it on a wide web. Here, we are able to take it in one shot down to the size where they need it with the perforations where they want them, whether perfect bound or saddle stitched. It is opening up the market’s eyes to flexo. They are saying, ‘Hold on. We have another option.’” Reid encourages all his customers to branch out and expand their product offerings. “ W hen someone turns around and tells me, ‘We only do pressure sensitive orienting—pe- riod!’ I will sit there and continue to ask questions, so when I leave later that day, they are considering doing unsupported business. There are other markets evolving, as Marcelo and Cenveo are showing us today.” His final message for printers and converters reading this: “Learn from the Cenveos of the world. Cenveo can sell its new technology with its new equipment attributes to its customer base. You are not selling print anymore, mind you, you are selling ideas!” Transilwrap’s 4 mil clear polyester, mounted in the unwind station at the Cenveo mm&T plant. FLX_May10_sec1.indd 26 4/19/10 11:58 AM