Manhattan's First Genius Press Prints Lenticular

KBA North America has sold a third press, a Genius 52 UV, to 1-800-Postcards, a New York City (USA) sheetfed, web and digital printer.

The new press, which was installed last month, is part of a multi-million dollar expansion at the firm's Soho location and New Jersey facility.

The Genius 52 UV press, the first of its kind in Manhattan, will join a new generation KBA Rapida 105 41-inch eight-colour four-over-four perfector press and a KBA web press at the company.

David Moyal, president of 1-800-Postcards, said: "Our plan is to offer our clients the newest technology to produce their jobs in the most effective and economical manner possible.

We've got every system possible - from commercial sheetfed to digital to large-format to web.

By installing the Genius press, we give our customers the ability to produce short-run jobs on different substrates, such as plastic and lenticular." And he added: "Now a customer can bring us an entire campaign - from brochures to trade show displays to marketing tools and we can produce the jobs under one roof in a fast, time-critical manner." One of the key features of the Genius 52 UV that attracted Moyal is its ability to produce 3D and lenticular printing.

Lenticular printing is a technique that involves printing an image on the back side of lenticular plastic, allowing the eye to simultaneously view alternating sections of multiple images to give the impression of 3-D, flip, or motion.

Lenticular printing can be used for a variety of different print jobs, such as packaging, point-of-purchase, direct mail, collectables, premiums, magazine covers and inserts, as well as art posters and large format jobs creating an eye-catching pitch and an additional revenue booster.

Moyal is planning to add lenticular printing to his print services with the installation of the Genius 52 UV press.

KBA said that the Genius 52 UV offers differentiation and diversification, whilst Moyal estimates that the firm has spent from US$10 to US$12 million in the expansion phase, which raises the firm's capabilities and expertise to the same playing level as the major New York area printers.

Moyal explained: "By purchasing the Genius 52 UV, we will be differentiating ourselves amongst our competition by having the first press in New York City.

The press fits our business model in that it produces a high-quality, fast turn-around, short make-ready job for the typical New York City customer that wants everything yesterday." He continued: "We were attracted to the press because of its conventional workflow and Gravuflow inking system allowing our press operators to easily train and use the press.

We see a vast amount of work that can be put on the Genius, including credit cards, gift cards, plastic folders, marketing items and other high-end pieces." Whilst most printers have left Manhattan to the outer boroughs of New York, due to high rents and increased costs, 1-800-Postcards has maintained its presence in New York City.

The firm owns 50,000 square feet of space spread out over five floors.

In addition, the firm has increased its space by adding 60,000 square feet in Jersey City, New Jersey to accommodate its KBA heatset web press and to existing web presses, as well as a full bindery department.

The New Jersey location has 38 employees whilst the New York City site has over 100 employees.

Nearly three years ago, 1-800-Postcards began its first expansion phase, spending US$8 million in new equipment.

In 2004, 1-800-Postcards installed the KBA Rapida 105 four-over-four sheetfed press, giving the firm its first perfecting press, as well as 15,000 sheets per hour.

Moyal purchased it with an aqueous coater and perfector between units four and five.

Features on the press include semi-automatic plate changing systems, remote stock thickness and format settings, single-train ink feed for quick make-ready and push-button perfecting conversion.

In 1999, Moyal bought 1-800-Postcards as an adjunct business to his magazine publishing activities.

The company produces postcards, brochures, posters and magazines using commercial offset presses, as well as digital printing, 3D and full motion, printing up to eight-colour capabilities.

It is the printing operation for Next magazine, a weekly publication owned by Moyal for the past 15 years.

Ed Heffernan, a KBA sales representative, commented: "We believe that KBA is similar to 1-800-Postcards because we're able to offer a wide variety of printing presses to our clients for whatever their need.

After purchasing three presses from KBA, we believe we have forged a true partnership with 1-800-Postcards.".

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