HP Indigo heads east

Eastern Press expands into variable data printing as it’s first HP Indigo 3550 tackles personalised marketing campaigns.
According to general manager, Cormac Deffley, the greater market is still coming to terms with what can be done with variable data, yet he expects this to be a growth area as more marketers begin to understand the power of personalisation. “We are doing some really complex variable data work at a very high level with imagery, layouts and text.

“Being able to address the needs of our clients across the print spectrum, and to keep that work in house, enables us to maintain quality and to deliver on our promise of service,” he says.

The entry-level Indigo was one-of-three major presses sold off the Currie stand at PrintEx 2011. Like all offset and digital printers at Eastern Press, the 3550 has been fingerprinted to ensure that colour management is consistent across the board. “This is particularly important where the HP Indigo is being used to produce proofs or samples.

“We do a lot of high-end bookwork and because of the Indigo’s offset look and feel we can offer our clients high quality, bound sample or proof books, printed on the same stock as the final product. This enables the client to see what they are going to get before the job goes to press.

“There are also instances when a customer needs a small number of copies of a brochure before the longer run is completed. Having the HP Indigo enables us to quickly output these copies and to also ensure that the brochures the customer takes today will look the same as the ones produced in greater volume further down the track,” says Deffley.