What is Offset Postcard Printing?
Offset postcard printing is a production method of mass producing custom, glossy postcards that feature a printed image and an element designed to be perforated by the consumer such as watermarks, address stamps, or QR codes. The term "offset" refers to the process of using a plate (called the "plate holder") and then printing on top.
Offset postcards are typically used for marketing purposes to advertise events or products at venues such as major sports stadiums (the World Series), airports ("Bon Voyage!") or area markets in town centers as well as during peak sales periods like Christmas shopping season.
The popularity of postcards rose as a mass mailing method in the mid 20th century and was used primarily by small businesses and organizations to send out postcards to communities. The introduction of combination printers, offset presses, and computer graphics led to the creation of PostCard Printing in the early 1980s.
Offset printing is used extensively by publishers of magazines, newspapers, journals, brochures, calendars and other publications as well as companies producing catalogs, catalogs by mailings, other promotional materials such as direct mailers or business cards and business forms (such as tax forms). The cost per unit is relatively high compared to less graphic products such as invitations or greeting cards.
Offset postcards are sent out in bulk by mail and are used as a method of advertising. The main purpose for mass mailing postcards is to increase name recognition for businesses, organizations and events. Offset postcards can include a variety of designs such as full color, B&W or full color with colored lines (called spot colors). If the offset postcard is being used as an advertising method, it is typically printed on glossy cardstock and may have a picture imprinted on the front (called chromo-offset) along with artwork designed to be perforated by the consumer such as watermarks, address stamps or QR code decoders.
Offset postcards are produced by combining the printing process of an offset press with an offset plate. The offset press creates a printing plate on a metal platen called a "duplex" which is folded into a "set-up frame". The set-up frame is clamped to the top of a platen box, which holds the paper in place while it prints. Once the print job has finished, some presses automatically fold up and return to the set-up frame while others require that they be manually transported to and stored in an automatic folding machine.
The press can also be linked to an internal computer controlling device called a "controller" that requires its own power supply. The controller can be operated by the press operator or from another location. A computer or operator can send a print job to the press and receive hard copy of each page. A 'log import' file can be sent from external software to keep track of all postcard prints, jobs and provide additional information such as job number, date, contact name and total units printed.
The offset plate is placed on top of the set-up frame (called a duplex) and held in place with a clamp called a "flat". The paper is placed onto the offset plate resulting in an imprint on either side of the paper when printed. The offset plate is typically made of aluminum or a material that can withstand the heat required during the printing process. To print, ink is transferred onto the paper by an ink roller or ink ribbon, which transfers ink from an ink reservoir to the tip of the offset plate where it is applied to the paper.
Offset postcards are usually printed using one or two colors but can be produced using four colors (also known as four color process) and sometimes more depending on how many spot colors are used. For each color, in order to create a full-color image, four plates must be created: yellow (Y), magenta (M), cyan (C) and black (K). However, offset presses are able to print 16 different colors at the same time in a process called "high-color".
The offset press is operated by a "plate reader" device that records the number of 2-inch perforations (e.g. 3/4", 3/8", 1/2" or 1/4") on each side of the plate, and automatically adjusts the length of the paper accordingly. The plate reader can also keep track of how many sheets have been printed and display a total number of pages printed in order to assure that production is within tolerances; this data is stored as an internal log file. The plate reader also allows for registration (e.g. top-to-bottom, side-to-side) checking to ensure that the image is printing exactly where it should be on each offset postcard.
Offset postcards are typically printed in short runs to maintain their quality and then stored in boxes or bins for warehousing and shipping to a fulfillment center or directly to the consumer. To transport or store offset postcards, a #10 envelope is used which holds approximately 8" x 11" cards up to 50 pounds with a 0% humidity. The envelope is stacked on top of each other by varying thicknesses to preserve their squareness while they are in storage.
To start printing a postcard, the user needs an offset press, a controller and an access to the internet. The most important part of printing a postcard is creating an artwork. Because offset printers have many options that can help with their production such as cutting paper shapes and adding borders, the design process requires a lot of trial and error before the artwork has been properly printed. After creating the design for a postcard, it can be saved somewhere on their computer or kept in their hard drive if it is not meant to be printed on paper.
The second step is to print the design by using the offset press. The postcard may need to be printed first in a proofing department to make sure that the image is perfect in its 4-color process. Once it has been approved by the printer, the postcard can be printed in different sizes and quantities.
Some offset printers also allow their customers to print online. The online printing service requires a user to login and create account where they will have access to customize their postcards with a variety of shapes and borders then upload it onto their website. They can also place quantity requirements on their postcards so reviewers can check if they have enough copies of their designs.
Conclusion
With the printing process and the various printing techniques that are used, offset printers have made it possible to produce a variety of printed materials. Offset postcards now become an integral part in businesses as they are often used to promote business deals or collaborations. Although offset printers have many benefits, the cost of offset printing makes it not an effective marketing tool for businesses who need bulk amounts of printed postcards.
Document Outline
Introduction
Industry Overview ........................................................................................... .............................................................................................................................................. 1-2 Cost Analysis ............................................................................................................................. ............................................................................................................................................................................... 3-9 Performance Analysis ................................................................................................................... .......................................................................................................................................... 10-11 Conclusion .................................................................................................................................