Short run commercial printing jobs require the same amount of work as long run jobs—graphic design, color checking, file formatting—but they often generate smaller profits. Jim Corr, vice president of sales at Pennsauken, N.J.-based manufacturer CRW Graphics, aims to make short runs more profitable.
Two years ago, CRW Graphics began developing ColorQuick, a web-based ordering, proofing and preflight system for commercial printing jobs. The company plans to market ColorQuick through manufacturer Newtown Color. "We are big believers that the future is in the internet," Corr says.
CRW Graphics assembled a team of five
in-house software designers with extensive experience in computer programming.
For example, senior software developer Jeremy Herr has worked with computers
since age 12. Creating the system in house gave CRW Graphics several advantages,
Corr says. "We can change quickly, and we have full control over the outcome,"
he says.
Herr says the ColorQuick development team
selected several off-the-shelf software programs that manage functions such as
preflighting. Then the team created an automated workflow system that links each
program. Users can enter job specs once, and the manufacturer doesn't have to
re-enter the information every time it needs to use other programs. "This would
be much more expensive to run if we had to pay people to do every step," Herr
says.
Here's how the system works: Users log on to the ColorQuick web site, enter job specs and receive instant price quotes. Then customers submit PostScript or PDF files for preflighting. "We ask them to read a checklist and make sure they've conformed to some of the simple standards we ask for," Corr says. "For example, did they leave enough room for bleeds? Is the copy centered? Are they using the correct sheet size?" If files don't meet the checklist, then users are contacted for more information during preflighting.
It takes one minute or less for ColorQuick to preflight files, Corr says. Within an hour, users receive color soft proofs on their computer monitors. Within 24 hours, customers can receive Iris digital proofs.
To use the system, all you need is a web browser. No additional software is necessary. Distributors can link ColorQuick to their own web sites and customize ColorQuick pages with their own names.
ColorQuick was tested on several distributors. Based on user feedback, Corr says, the development team will add additional features to enhance the system. So far, the system is a success, he says. "Distributors now can effectively sell or market short run commercial printing at significant time savings," Corr says. "The benefit for end users is that they now can get instant pricing, change prices and change specs."
A patent is pending on the ColorQuick system. In August 2000, the technology behind the system was selected as one of 25 Hot Picks at the Seybold conference in San Francisco. CRW Graphics also adapted the technology to create magSend, a workflow system for submitting ads to magazine publishers.
—Rita Tiefert
