Many of you who were lucky enough to visit drupa this year probably had the same feeling that I always get. When faced with the mind-blowing array of shiny new hardware for this and that application my head starts to spin. It's very easy to see and understand the appeal of all this exciting stuff that will revolutionize print, and in many ways, it is already doing so.

As a 'plate man' you could think it was all a bit intimidating, being told that the day after tomorrow the world as we know it would be no more. 'Offset is dead, long live digital printing' they cry. Well, this may be a bit premature but you get the idea. Does all this intimidate me? No, bring it on I say. Kodak has some great digital printing solutions that are offset class, and the new technology shown at drupa promised even more exciting developments in the near future.

Suppliers to the Offset Printing Industry are not standing still, however. Press manufacturers are driving offset printing costs further down by offering presses in wider formats (more pages per cycle), with more automation (less labor and downtime), and with more speed (higher productivity). Some are expanding into the small format offset area and are reducing the number of wasted sheets at start-up, hence making offset more competitive for short-run high quality jobs.

And in prepress for offset, Kodak just took the benchmark up a peg or two.

If you went up to one of those shiny new platesetters (like the Magnus 800 Z speed running 60 B1 plates per hour) on our booth, and had a look inside, you would have seen Kodak's latest digital offset plate, the Kodak Electra XD Thermal Plate that was formally launched at the show. And, we're pretty excited about it.

So 'what's so special about this plate' I hear you ask. Well, quite a lot actually. Its list of technical performance features is impressive. It's FM10 rated, very robust on-press, has fast exposure, processing speeds, and many good things that help you get the print quality and productivity you need. But that's not the main benefit. The real value to the printer from the Electra XD Plate is exceptional dot stability throughout the whole production process, and especially throughout the print run. This dot stability translates to minimized intervention on press to correct for plate wear effects. It means fewer plate remakes are likely to be necessary and therefore saves time and money with press downtime and restart waste. It's about maintaining colour quality from first to last sheet. It's what actually pays the printer's wages and where money is really made and lost. So, how big a benefit is this in real terms? Well, we think it's potentially huge. But don't take my word for it, give it a try and experience it for yourself. Join the growing band of satisfied Electra XD Plate printers.

My marketing colleagues said 'tell them about the printer in Sweden who ran 1.8 million copies unbaked, or the French printer who achieved 4.5 million baked, or the guy in Belgium printing FM10 and getting real benefits on press'. Well I guess I just did, but I prefer to under-sell and over-deliver.  Anyway, it's not the exceptional results that excite me so much but the fact that I know that all printers may benefit from this new plate technology, no matter what their resolution or run length or productivity requirement.

Judging from the feedback we have had from the market so far, we seem to be 'striking a chord' with many printers. I have no doubt that you will be hearing a lot more about this plate in the future.

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