Print Technologies in the Publication Industry

The two dominant print techniques used for modern publications are:

• Offset lithography - a process where a design is etched onto metal plates, then transferred to paper by a series of rubber cylinders.
• Digital printing - a process where a digital image is transferred directly onto paper using lasers or inkjets.

To help you decide which is right for your next publication project, we’ll break these two methods down into their core advantages, and highlight which projects they work best for. 

What is Offset Printing?

As we touched on above, offset printing is a process where the print plate is ‘offset’ from the paper, and intermediary rollers are used to transfer the ink from the plate to the paper. Early printing presses would simply apply the plate directly onto the paper, but this wore plates out quickly and was more likely to result in print errors. By adding in the offset, the printing plates last longer, the prints are cleaner, and print time is sped up significantly.

‍Advantages: Offset printing is particularly cost-effective for large runs because it uses less ink per copy than digital printing. The minimum number of copies to make offset printing more cost-effective varies depending on materials and project complexity, but generally starts around 500 copies. 

Offset printing also offers the most precise color matching in print, making it an excellent choice when photo accuracy or brand consistency is especially important.

Best for: 

• Magazines
• Books
• High-quantity publications
• Brand awareness & integrity
• Image and color accuracy

What is Digital Printing?

Commercial digital printing is essentially a large-scale version of home printer technology. A digital print file is used to guide the print head and transfer images directly onto the paper. What makes digital printing unique from any other type of commercial printing is the complete lack of printing plates.

‍Advantages: Because digital printing doesn’t need printing plates, it offers the fastest turnaround times. The lack of plates also makes it more cost-effective for lower-quantity jobs, roughly anything under 500 copies.

‍Best for: 

• Last-minute print jobs
• Low-quantity publications

Offset vs. Digital: Key Considerations

For many publication print jobs, the final decision for which print method to use boils down to cost. For basic jobs, digital will typically cost less for runs under 500 copies, while offset printing will cost less for runs over 500 copies. However, there can be some confounding considerations at play.

For starters, if high-quality imagery is important for your publication, then offset printing may still be the better choice, even for smaller runs. This is because the clarity, accuracy, and vividness is typically a bit better with an offset print. Finishes may also affect your calculations, as different coatings and laminations are available depending on which print process you choose. For example, many foil colors are only available with offset printing.

Trends in Print Technology

At Wallace Carlson, we’re always looking for ways to innovate and offer novel solutions for our publishing clients. One such solution may help deliver the best of both digital and offset printing in a single job. The still-evolving technique of hybrid printing involves laying down a base print with digital and embellishing over the top with offset. It may prove to be an effective solution for keeping costs manageable for lower quantity runs, while still enabling access to the higher-end finishes available with the offset process.

Curious to learn more about how Wallace Carlson benefits publishers, even those focused on digital publication? You can check out our blog discussing The Strategic Role of Print Publishing for Large Publishers. And of course, feel free to reach out to our team with your questions at any time! We’re committed to providing our clients with the best service, solutions, and results the print world has to offer. So get in touch with us today to experience the Wallace Carlson difference!