Philadelphia,
well known for its contributions to the printing industry, has continued to
remain at the forefront, utilizing digital technology while still embracing its
past. Home of the Bennys, the Franklin Institute, The Philadelphia Inquirer,
and many more establishments integral to the graphic arts industry,
Philadelphia remains the home of some of the most prestigious and successful
printing companies in the world.
Throughout the city’s history, a large portion of downtown
Philadelphia, from Broad Street to Second, and Girard Avenue to Vine Street
North, was peppered with print houses. While some businesses have chosen to
relocate to the outlying areas, the region still celebrates its ability to
provide quality services that would make their founding father, Benjamin
Franklin, proud. Many great companies operate in the area, including world
renowned RR Donnelly. There are also those that have weathered the test of time
and are now in their second century. Most notable are Pearl Pressman and
Smith-Edwards-Dunlap, both ranked in the top 50 printers in the US by American
Printer; both have recently celebrated their centennial.
In
the autumn of 1793, at age 17, Benjamin Franklin traveled from Boston to New
York to seek work as a printer. Striking out in the Big Apple, Franklin headed
to Philadelphia, the largest city in America. With only a dollar in his pocket
and the experience he’d gained in his brother James’ print shop, Franklin was
determined to take the new city by storm. After a trip to London to buy
printing equipment went awry, Franklin ended up being stranded across the pond
for nearly two years. It took him until the summer of 1726 to return to
Philadelphia. From that day forward, Franklin doggedly pursued his dream of
becoming a successful printer. At age 22, Franklin opened his first printing
office. He soon purchased the Pennsylvania Gazette and was off and running.
As
postmaster general, Franklin took advantage of his post to begin mailing his
newspaper to the colonies in order to keep them united and strong. Franklin
became the most successful printer in all the colonies and was appointed as the
official printer to the government. He was given the task of printing currency,
which prompted him to invent a method to thwart counterfeiters by using a mica
additive to the ink and incorporating foil stamping into his design. Franklin
also printed other government documents, which led to his appointment as the official
printer to Maryland, Delaware, and New Jersey. Best known for his pamphlet Poor
Richard’s Almanack, Franklin became even more successful – and wealthy –
selling an astounding 10,000 copies annually.
Although
Franklin was the most noted printer in America, he wasn’t the only one.
Philadelphia printer John Dunlap was responsible for the first printing of the
Declaration of Independence, eventually printing it on the front page of The
Pennsylvania Evening Post, the first daily publication in America and
Franklin’s main competitor. Since the American printers were limited by the
British on what items they were permitted to print, many other newspapers
followed, such as the Maryland Journal, The Pennsylvania Ledger, The American
Gazette, The Essex Journal, The Boston Gazette, and The Connecticut Courant –
the oldest continuously printed paper in the U.S.
Printers
in today’s Philadelphia face different challenges than those in Franklin’s era.
“It’s not only the way people are communicating, it’s the speed by which they
are communicating,” said Marge Baumhauer , President of the Graphic Arts
Association. “Things are changing.” Based in Trevose, PA, the Graphic Arts
Association is one branch of the trinity of agencies geared toward helping members
compete in today’s market. Along with the GATF and PIA, the GAA assists in
training and educating those in the industry, giving members the opportunity to
network and gain insight from other professionals. “Having this triumvirate is
a great thing,” says Baumhauer. “The GAA, PIA and GATF are focusing on the new
technologies – digital printing, variable date printing, etc. We focus mainly
on what we can do to help. The GAA also offers education on topics such as
environmental health, safety, and we even have credit and collections experts
on staff.”
Printing
companies have been able to change with the tides, determined not to be stuck
in the days of old. While offset printing had been the main focus for many
years, many of the companies have embraced the benefits of digital printing.
“About 18 months ago, digital printing really took off,” said Art Stowe,
Co-President of the Printing & Graphics Association, MidAtlantic. “It took
a while to really catch on, but once it did, it was like a snowball that went
over the hill. It kept rolling faster and faster, collecting more snow along
the way.” The PGAMA, based in Columbia, MD, focuses on members in the Maryland,
DC, York, and Virginia areas. Stowe
says that one of the stumbling blocks to incorporating digital printing into
some companies was due more to the printers themselves rather than the changes
in technology. “It was a mindset deal more than anything,” says Stowe.
“Printers are arguing against themselves because digital printing promotes short
run. Printers are trained to think of long runs as being the most profitable;
the more you run, the less expensive it is per piece. With digital printing, we
can accomplish in a fraction of the time what used to take all day with
conventional offset.” Stowe adds, “It’s amazing how far digital printing has
gone. It’s impressive.”
Variable
Data Printing (VDP) is also a focus for many companies who realize its worth.
Among myriad studies, InfoTrends/CAP Ventures claims that 23.6 percent of all digital print
jobs currently contain variable data. Printers who utilize this technology see
an increase in the value of an average order by 24.5 percent, improve response
time by 33.9 percent, and perhaps most important, improve customer retention by
47.6 percent.
While
Philly houses large corporations like RR Donnelly, there are some that have
weathered the test of time and are now in their second century. Most notable
are Pearl Pressman and Smith-Edwards-Dunlap, both ranked in the top 50 printers
in the US by American Printer; both have also recently celebrated their
centennial.
“If you look at the stats, you’ll see that we’re
still number 4 or 5 in the country,” said Baumhauer. “In general, it’s a great
industry to be in and I’m glad to be a part of it.”