Print Media Group has swapped out two offset presses for a new HP Indigo 10000 B2 digital printer as it shifts to short run and on demand work.

Managing director Leo Moio says the install at its Sydney factory signals a ‘change in direction’ away from long run web and offset printing.

“The new digital machine will replace offset work on at least two of our Heidelberg B2 sheetfed presses as run size and turnaround times get shorter,” he says.

“It is very flexible and able to produce a wide variety of our products and the quality is impressive so we are excited about the future of our Sydney business.”

[Related: Switching to digital]

Moio says PMG has also ordered a HP digital web printer scheduled to be installed in one of its Melbourne facilities at the end of the year.

Embracing digital technology also opens opportunities in direct mail, one of PMG’s biggest markets that is undergoing seismic change.

“We have long specialised in transactional mail but that is being eroded by technology so we have had to find new product areas,” Moio says.

“High-quality direct mail is now one of our big growth areas and digital is well-suited to such highly personalised, on demand products.”

Moio says he is not concerned about Australia Post bulk mail price rises hurting the popularity of direct mail as it hurts transactional mail far more because there is less value-add potential.

PMG bought the Indigo 10000 off the floor of PrintEx15 – the exact model displayed on the Currie stand – and is one of the first printers in Australia to install the B2 version after Lindsay Yates earlier this year.

“It is a great machine and I think Lindsay Yates will do very well out of it,” Moio says,

While there is arguably no direct competitor for Indigo on the market, Moio thinks one will emerge soon to challenge its growing market share.

“Whenever a new market is created a competitor always appears,” he says.

Comment below to have your say on this story.

If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.  

Sign up to the Sprinter newsletter