Technical Link 技術鏈接

MEDIA MARKET

PUBLICATION PRINTING

The biggest part of conventional printing is publication printing, covering almost 50 percent of the total market of printed products. Common for publication printing is that the publishers are depending on that the consumer pays for every single copy. The publisher has to find the most cost effective way to get as many copies as possible sold to the public.

ADVERTISING PRINTING

Advertising printing stands for about 40 percent of the total print-ing market. For the advertising printing it is typical that the print buyer and the target group for the information are not the same. The print buyer pays the printer and distributor for delivering advertising material to the target group. For the advertising market it is most important to develop distribution channels where the advertisements meet their tar-get groups.

DIGITAL PRINTING

Digital printing has entered the market during the last years, and significant development in the digital printing technology will happen during the next years. Digital printing today is, however, more to compare with high volume office printing than with conventional printing.

For the reader the digital print is identical to the conventional print. The print is built from ink and paper and seen by the eye in exactly the same way. The big difference is how the print is produced.

In conventional printing the information on the printing cylinder is either on offset plates or gravure cylinders. The prints in a print run are all identical. In digital printing every copy can be different as the information on the printing cylinder changes from one sheet to the next. This means that the press must be programmed and controlled by a computer. The initial programming work is big and the transferring of data to the printing cylinder makes the press significantly slower than conventional presses. Prints can, however, be made on demand, and there is less waste in digital printing.

傳媒市場

出版印刷

傳統印刷的最大分支是出版印刷，約占整個印刷品市場的一半。出版物印刷的共同之處在于出版商依賴于消費者為每一份出版物支付的費用。出版者必須找到最低成本的生產方式，從而得到出售給公眾的盡可能多的出版物。

廣告印刷

廣告印刷大約占整個印刷市場的40%。對于廣告印刷來說，往往出現印刷品的購買者與信息的潛在接受者不是同一對象的情況。印刷品的購買者替潛在的廣告傳播對象支付了印刷費和廣告發行費。對于廣告市場來說，開發出能夠滿足廣告傳播對象需求的發行渠道是最重要的。

數字印刷

數字印刷是在最近一些年進入市場的，而且在今后幾年中，數字印刷技術將會出現重要的發展。今天的數字印刷在辦公室短版印刷方面具有它的優勢，并未構成對傳統印刷的挑戰。

對于讀者來說，數字印刷與傳統印刷是等同的。數字印刷品是油墨印在紙張上形成的，肉眼看起來完全是同一種效果。最大的不同在于印刷品的生產方式。

傳統印刷工藝中，印刷的信息既可以由膠印印版也可以由凹印滾筒攜帶。印刷中的每一印品完全相同。在數字印刷中，每一張印品都可以不同，因為印刷滾筒上的信息可以隨時改變。由于印刷機由計算機進行編程并控制，其編程工作量較大，而且需要向印刷機傳送數據使得數字印刷機比傳統印刷機速度要慢得多。數字印刷品的優勢在于可以實現按需印刷，因此，數字印刷浪費較少。