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GATF
Tech Alert 2003: New technologies mature None of these studies would be possible without the
time, effort, and willingness of the manufacturers who cooperate in providing
data that offer an apples-to-apples comparison with their competitors’
offerings. In a free enterprise environment this speaks volumes for these
suppliers who see these GATF studies as advancing the state of the art
for the benefit of the industry. When a particular study may suggest that
their product needs improvement, most vendors do not hold back from further
cooperation for short term sales reasons but rather use the study as the
most credible third party means of highlighting areas or features needing
improvement. GATF’s scientific methodology will vary according
to the study’s stated objectives and is continually improved based
upon similar past studies. However, it normally involves GATF giving the
manufacturers, who agree to participate, identical and always demanding
digital files containing an array of test images as well as full spectrum
graphic images. The suppliers run the digital files through their proprietary
equipment sending GATF the results. GATF’s staff will then measure
all submitted materials to arrive at quantifiable differences or variances. In many cases, such as proofs or digital printing, the
submitted materials are compared against an actual controlled lithographic
pressrun produced at the Graphic Arts Technical Foundation headquarters.
In their efforts to thoroughly evaluate competing vendors, printers used
to develop their own test images to be run by each vendor on the proposed
piece of equipment. For at least the last ten years smart printers all
realize that GATF is doing the same thing much more thoroughly, comprehensively,
less expensively, and quicker then they ever could by themselves. GATF’s Tech Alert Conference is the forum designed
to share these applied research comparison studies with the global graphic
communications industry. Keynoter Jim Mikol, director of print management at
Leo Burnett, spoke on the changing use and technology of print in advertising.
Leo Burnett is the giant advertising agency with 92 offices in 87 countries
buying more than $200 million of print annually. Mikol’s core message
was that quality by itself will not effect change, technology and change
must create a value proposition, and change must equate to opportunity. Leo Burnett uses soft proofing for every printing job
except where contract proofs are dictated. Stochastic screening is hot
and must be used for all Leo Burnett catalogs containing textiles and
patterns. The firm has been involved with digital printing for three years
and has seen customized direct mail response rates climb from the old
mass mailing days of 1 to 2 percent to consistently between 10 to 12 percent
and some programs as high as 30 percent. This ten-fold improvement in
prospect responses will drive further investment in the digital asset
management linkage to customizable products. Stochastic screening Seven different vendors participated by taking the furnished
digital file, sending it through their proprietary stochastic software,
outputting on their CTP units, and returning press-ready plates to be
run on GATF’s Heidelberg SM 102 four-color press. Two vendors also
added plates processed via their hybrid screening software as well. The FM-generated print results were also compared with
a second print run containing identical test images that were output computer-to-plate
via conventional AM screening technology. All stochastic candidates predictably
resolved the moiré test patterns, but this later comparison with
AM printing was to quantify any other sacrifices in print characteristics.
Solid ink densities were consistent between the AM and FM plates. The FM-generated images showed TVI (dot gain) about
10 percent more overall, about a 20 percent loss in shadow print contrast,
gray balance characteristics were slightly different, and some opinions
were expressed that the latest FM screening produced better flesh tones. GATF Technical Consultant Bruce Teitz moderated a printer
panel of six stochastic users. All were 100 percent CTP with one newsprint
web printer standardized on a 35 micron dot size, a high end sheetfed
printer (Phoenix’s Woods Litho) working with a 9 micron dot, and
all other sheetfed printers staying at the 20 micron standard size. Three
of the panelists use FM screening on their entire commercial work but
most selectively apply it as subject matter dictates and as a problem-solving
tool. All panelists agreed that the only way to effectively
deal with the increased tonal value (dot gain) attributed to stochastic
is by finger printing the press and building custom curves to compensate
the digital images. Craig Beedy, vice president of technology of Sells
Printing in New Berlin, Wisconsin, advises “a custom curve for every
grade of stock.” Frank Woods, retired president of Woods Lithograph,
added that they even have curves for select clients and the total quantity
could well be 200 to 300 curves. Beedy said cleanliness is so important for successful
FM implementation. “Film was a nightmare due to difficulty in maintaining
cleanliness in the plate frame.” CTP has offered the turn around
for predictable consistency and overall improved print results. The keys
to successful stochastic application were summarized by Jim Frisch, RR
Donnelley’s CTP staff specialist as “fingerprinting (the presses),
process control, (preventive) maintenance, and train the crews.” Soft proofing GATF’s Julie Shaffer, the Director of GATF’s
Center for Imaging Excellence, reviewed the features and capabilities
of the five foremost soft proofing vendors. Each company has its own philosophy
and approach for soft proof delivery and markup. Shaffer has data and
knowledge of another six suppliers whose systems are coming on quickly.
Any printer wanting to make the soft proofing decision could get a handsome
return on investment on their entire annual PIA/GATF dues in time saved
by contacting Shaffer or Greg Bassinger for a copy of their presentation.
If a major print-buying client is pressing his printer for a decision,
both parties could hop a flight to Pittsburgh and spend half a day reviewing
this exhaustive and timely study compiled by these two staff experts and
quickly arrive at a mutually beneficial solution. Bassinger, GATF’s manager of process controls,
looked at the state of the art for using soft proofing for contract color.
He reviewed and compared the two leading vendors’ products and then
creatively put together off-the-shelf monitors and software as a “home
grown” system to see how closely he could emulate the capability
of the “packaged” offerings. The study involved three facets: a comparison of the
two matching monitors; a comparison of the monitor to the actual press
sheet; and a professional visual judgment survey assessment. Over three
dozen “color experts,” — professionals whose job it is
to judge color critically, from around Pittsburgh as well as attendees
at the conference — compared visually the images on each vendor’s
monitor device with the printed sheet produced to GRACoL (General Requirements
for Applications in Commercial Offset Lithography) standards for each
graphics image. The conclusions were surprising to some but clearly
convincing to most. The monitor-to-monitor results were extremely close.
The technology is here and practical, however, the homegrown alternative
was noticeably inferior to both of the commercial offerings. This later
alternative should not be considered a failure. It simply showed that
printers, who want to put together their own soft proofing solutions,
could do so but may not be able to achieve the level of consistent quality
offered currently by the fully packaged vendors. There is no current method available for reading and
calculating the differences between emitted and reflective colors, which
would be required for a monitor-to-press sheet comparison. The primary
reason is that the press color gamut exceeds the monitor color gamut.
This simply means that visual acumen is the best judge. When asked if the monitor image satisfied the contract
predictor of the press sheet for the four different images, a resounding
yes vote was cast by at least half of the 31 color experts. On one image,
85 percent of the experts accepted the monitor as representing a “contract
quality” image. These experts voiced this range of opinions; “huge
impact in the future,” “closer than expected,” and “big
improvement.” A printer panel discussed their experiences with soft
proofing. “Thirty percent of our proofs are now soft and have completely
replaced hard proofs,” said Tom Vetter, vice president for operations
of New York City’s Color by Pergament. Most of the panelists treat the cost of soft proofs
as a value-added service and do not charge additionally for this service.
Jim Smiddy, technology director at Blanks Color Imaging in Dallas, said
soft proofing has increased their prepress revenues in three ways; clients
zoom in closer on the proofing monitor seeing additional things they want
changed; the monitor allows us to go through more correction iteration
cycles than were ever possible before; and the mark-up annotations are
saved (as print outs) in the job jacket, which provides documentation
for collecting more AAs than ever before. Vetter concluded that soft proofing does not work for
all clients and said, “The client must want to be involved with the
technology.” Four years ago GATF did an exhaustive comparison of
digital press offerings. This study was repeated for this conference with
nine different process color machines from eight suppliers participating.
The technology has improved and the results were outstanding. Again if
a printer is considering buying his first digital press/copier, he would
save so much time and angst by getting a copy of this valuable GATF study
or go to Pittsburgh, interview GATF’s Director of Research John Lind,
who was the project manager on this study, and view the compiled print
gallery. A few highlights from the digital print presentation:
caliper determines the ultimate speed of the machines with thicker substrates
running slower; rub resistance is better than offset; run consistency
is greater than or equal to offset; the greater overprint trapping by
some digital systems means higher color gamut than offset; and digital
color primaries could be closer to ISO offset standards, which would enhance
their value as a co-sell with offset. GATF’s Senior Technical Consultant Ray Prince moderated
a panel discussing printing with metallic and exotic inks. The objectives
of using these inks are to provide further differentiation from other
printers, capability to offer security printing, and simply add unmatched
richness to the printed job. Jorg Mannig, Ekhart-America’s Technical
Director (Painesville, Ohio), offered several manufacturing trends; (1)
new milling technologies result in particle size reduction and improved
consistency, (2) novel surface chemistry show a mirror-like effect for
better light reflection, (3) comprehensive product offerings for all major
applications are offered, and (4) the suppliers are moving from raw material
supplier to partner implementing new effects and applications. This last
point is important as Mr. Prince mentioned that he got 20 refusals from
printers that he invited to participate on this panel. They apparently
don’t want to share their secrets of how to print with these inks. Color management Vertis Color Engineer Eric Ferguson said there is more
objective communication with all parties now. Another color technician,
Craig Schuning of Huhtamaki, Desoto, KS, said, “press operators’
confidence levels are up.” He added that color management makes EPP’s
job so much easier except that now the pressroom wants legacy files to
be redone with LAB color space so that they are consistent with all other
ICC workflow. The panelists all concurred that their investment in
hardware, software, employee training, and a dedicated consultant was
less than $30,000 per plant. The single most far-reaching and potentially valuable
publication produced year in and year out for the printing industry is
GATF’s Technology Forecast, edited by Deanna Gentile. Print executives
from every size firm across the globe would be much more effective strategic
planners if they read this 98-page jewel as essential background information.
One of the industry’s superb technologists, Ray Prince, and a leading
edge practitioner of his choice reviewed highlights from the 65 articles
written by 61 authors for the attendees. This year his counter part was
Vicki Stone, highly respected, former GATF staffer and current director
of prepress operations for Lexington, NC’s Green Printing and Packaging. There were a couple of firsts at this 10th
Tech Alert that hopefully will benefit the industry and increase future
attendance. Those that flew into Pittsburgh walked 100 yards to the airport
Hyatt, which made their logistics, i.e., no cabs, so much easier. For
the first time, an executive of PIA, new Chief Executive Officer Michael
Makin, attended the conference and got a flavor for the breadth and depth
of applied research that GATF can bring to the industry. PIA’s success at marketing and merchandising of
these invaluable GATF services throughout the industry has fallen far
short of its promise since the merger of these two organizations. Hopefully
more appropriate attention and resources will be directed toward that
objective now that the boss is personally in the loop. Makin’s expressed
enthusiasm was certainly well received by both the 26 supplier sponsors
as well as attendees, who had personal conversations with him.
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