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“Two trends are becoming apparent and will converge over the next two years. For one, automation will continue to expand on all levels of processing. Secondly, a move toward class instead of mass will gather strength”, Matthias Siegel, marketing manager of MB Matthias Bäuerle GmbH, predicts the direction processing will take. The experts are unanimous in interpreting the watchword “class” to mean ever improving product quality. It makes no difference whether we think of a newspaper’s million-copy press run or the single copy of a photo book. We only appreciate the finished product, which is incomplete until the point of final processing, where each glued joint, each staple, fold or flap must be there in flawless execution.
“In competing against online media, great importance will be given to the creation of printed matter which does appeal to the reader’s tactile sensibilities or offers other unique features.”
Matthias Siegel, MB Bäuerle
Challenge of the future
“The challenge of the future will be the creation of print products that convincingly reaffirm the strength of the medium, ensuring the printed and processed end products to claim their permanent place in the pantheon of media,” says Matthias Siegel. Not surprisingly, the technology of print processing is facing increasing demands with respect to its flexibility for meeting creative challenges of the highest order. At the same time, efficiency of production must not take a backseat. Negotiating the narrow path between adapting to stay abreast of the demands for creativity on the one hand and efficient production techniques on the other will determine the future course of technology.
One business sector with excellent growth potential is direct marketing. “A professionally prepared mailing will always be an eye-opener. The right technology will lead to being noticed and assure the mailing’s success”, insists Siegel. The reader does not solely respond to content, but also to pleasing appearance, intriguing folds, attached samples and the proposition’s compelling logic. Matthias Siegel states: “Without ingenious processing, singular products would never go beyond the planning stage and get into respondents’ hands. Here, enhanced processing will play a pivotal role to make these exceptional products possible”.
