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FLEXO Magazine : December 2011
on the program. Can you provide a few details on what's entailed? BUTLER: The different print pro- cesses have their own different attributes. Up until several years ago, the flexo process had been looked upon as the economic choice. We are now the Brand of Choice. Forum 2012 will drive home that point. It will furnish vivid, consistent and measurable results that compare favorably to our competition; and more times than not, outshine the other processes. MULLEN: Approximately 11 years ago, FTA hosted a ses- sion entitled "Project FOG." At that time, we were looking for a validation that flexo quality had improved so much that the flexo community could state that it could compete on a quality basis with offset and gravure. Some great flexo quality was shown to the group and we were able to see just how far flexography had progressed from the days of aniline printing. Eleven years later, we want to take another snapshot of the market. We know that flexo qual- ity has grown exponentially and that consistent, measureable, high-quality production is being achieved in every submarket. But what have offset and gravure done to combat the high quality of flexo? Flexo always seemed to have some economic advan- tages, especially evident as job run lengths were shortened. Is it a given that high-quality flexo is the easy choice for econom- ics? And, what of the continued rise in digital work? Where is the space for digital in today's market? Forum 2012 planners believe that, whether you were pres- ent for the first Project FOG or whether this will be your first experience with the debate, you will be intrigued and enter- tained by the FTA's "State of the Market" address---"FOG'D 2012: Reality Flexo." FLEXO: Can you describe the pro- cess by which the Forum Committee assembled the agenda? What was stressed? Did you pursue a balance of speakers ranging from printers to CPCs, prepress houses and suppliers? BUTLER: The first and foremost thing we wanted was to deliver substantial and valuable con- tent to the association member- ship. Secondly, we wanted to speak about topics that would cover all interests. We believe we have some of the most expe- rienced and dynamic speakers in the industry. We reached www.flexography.org DECEMBER 2011 FLEXO 43