As with conventional printing processes, the cost of producing a digital print application depends upon many factors. All of the factors are related to either time or materials. One application may require more time in prepress than with any other step while another application may require a lengthy output time due to a very large quantity or perhaps off-line finishing processes may be time consuming. A large expense may be incurred with an upgrade in the substrate that is used for the application.

The cost of producing digitally printed applications has been steadily declining as the technology improves and the market share increases. The average cost for color digital printing has declined to about 5 cents per sheet for press runs of 500 or more, while black and white costs are now about 0.5 cents per sheet for quantities over 500.

Most digital print vendors use a grid system for their pricing, which recognizes that there are certain flat charges common to all jobs and the price per sheet is usually greater on small runs than on large print runs. There are major industry sources that publish standardized costs which can be used as a gauge for all printers. Even though there are some differences in pricing between printer providers or by regions, the cost standards can be very helpful. Described below is a breakdown of some of the costs encountered with digital printing.

The smallest quantity jobs do not require any prepress work if they are to be produced on a copier. Eliminating prepress from the workflow removes a substantial cost that is common to applications that are built from scratch. It is possible that the original document may need some touching up before it is suitable for producing copies, but the cost for this would be minimal.

Most other applications are designed on a computer and set in a page layout program. Various software programs are used to create original illustrations, digital cameras are used to record original images, or a scanner is used to convert photographs and artwork into digital information, which can be stored on the computer. Images that are digitally photographed or scanned may require color correction and manipulation, which adds further cost. If proofing is required, the file can be sent through a digital proofer or to the digital press where a copy can be output on the actual substrate selected for the job. The more time required for prepress work, the greater the final cost of the job.

Costly Errors When Converting to VDP

Before investing excessive time and money, it is always wise for print manufacturers and vendors to do their homework to avoid costly mistakes when adapting their business to variable data publishing. In their zeal to begin variable data printing as soon as possible and to get jobs out the door immediately, some print manufacturers may be tempted to hastily purchase printers or presses before becoming knowledgeable on the correct software to use with the equipment. This can result in equipment that may print slowly and may actually be quite troublesome to operate. Most reputable firms offering digital printing equipment or print software will allow the print manufacturer to test the equipment with the software, before requiring payment, to ensure that the equipment operates at its optimum level.

The print manufacturer may also assume that they need complicated software packages in order to accomplish their variable data printing goals, but they may discover that some of these software programs require additional programming to perform certain functions in which case, they would need specialized personnel to handle the requirements for proper use. Simple, user friendly programs are often the best software for most variable data applications and contribute to increased efficiency and increased profits.

Database Preparation

For any type of variable data job, one of the greatest expenses is the time involved in preparing and maintaining the database. A large block of time must be set aside in order to update and edit the information in the database to ensure that variable data projects are 100% accurate. Additional time is spent extracting the records that are important for the current project and in making sure that the records will fit properly on the current design.

Cost Effectiveness of Personalized Variable Data Applications

For organizations using direct mail campaigns as a sales tool, applications with totally personalized information can often be more cost effective than applications that are more generic. For example, since each piece of a digitally produced, personalized variable data application is unique for each client, information that is of no interest to a specific client can be excluded, thereby decreasing the number of pages that are necessary in a booklet or catalog. This saves on paper costs, postal costs, and the requirement of printing large numbers of generic pieces that are warehoused and used as needed. Applications that are not uniquely personalized often include extraneous data to ensure that a client is receiving everything that may be of interest. A better understanding of the client's interests and a thorough knowledge of proper database management helps to eliminate the requirement of making sure that all options are covered. Although unique, personalized documents are usually more expensive to produce than less personalized pieces, they generate a greater response and a volume of sales that may not occur with a more generic approach to direct marketing.

The cost of outputting a digital print application varies according to the type of printing equipment that is used and the time that is required for the output. For outputting the smallest quantities, the most economical method is with the use of digital copiers. The cost per piece is the same regardless of the quantity. There is usually no preparation involved before the copies can be produced, however there may be a small additional charge if the original document requires some repair or touching-up before it can be copied.

The use of a quick printer may be the easiest way to obtain the copies that are required. They usually charge a flat rate per piece which includes the time, the equipment charge, and the choice of several comparably priced papers. Copies made on paper types that are not included with the basic charge would require an upcharge. The cost per piece charged by a quick printer may also be higher because of the premium charged to the consumer for the convenience in producing a completed print job in a very short time.

Print applications that require design and prepress work are output on digital desktop printers or digital presses because the documents are output directly from electronic files. The use of digital desktop printers and digital presses for printing small quantities is an economical choice, especially if the application contains continuous tone images and the quality must be better than what can be achieved with color copiers.

Some of the largest print runs may be produced on direct imaging presses. The workflow is completely digital (including the imaging of the plates directly on the press, hence the name, direct imaging presses) except for the actual print output, which is based on conventional offset lithography. Direct imaging presses are not as economical for producing the smallest print runs as digital copiers, digital desktop printers, and digital presses, but they are economical for producing larger quantities of static documents due to their higher printing speed and a per document cost that becomes lower as the quantity increases. They also provide the same high quality as conventional offset presses.

Many types of digital output equipment feature on-line finishing capabilities such as sorting, stapling, hole punching, and folding. The printing and finishing of products such manuals, booklets, and brochures in one operation can significantly reduce the cost of the job compared to the same job that must have the finishing functions completed off-line.

Some applications printed digitally may require special folds, die-cuts, or bindings that cannot be accomplished on-line. The need to use off-line equipment for finishing operations can add a significant cost to the job. In order to reduce the cost, your printer may be able to suggest alternatives for some of your finishing requests. Even a slight change in the design of the application may help decrease the expense of finishing the job.