Twenty-two minutes versus three hours. Forget about everything else. That's the amount of time it takes to get up to color using digital-flexo plates versus analog. Sure, there'll be variations and not every printer will match those numbers. But even at 44 min. versus two hours, digital plates offer a lot more billable press time.

I've been around CTP since 1990. At that time, it was a pipe dream—"vaporware" as they say—taunting the commercial printing industry. And even in 1995, when it was the centerpiece of the Drupa fair in Germany, the acronym stood as much for "Can't Turn a Profit" as it did computer-to-plate imaging. Yet commercial printers have, by and large, adopted CTP for the simple reason that the economics are dictating they do so. And now is the time for forward-thinking flexo folks to do the same.

As a service industry, packaging cannot initiate trends but is forced to respond to them. Whereas a major driver was once to keep packaged-goods companies stocked with large quantities of consistently printed bags and boxes, that game is rapidly fading. In its place are much shorter runs of packaging with regional and cultural messages assisting the brand, along with cross-promotions between partners as disparate as Hollywood and yogurt makers.

As an industry, packaging has remained much more specialized than its commercial cousin. That is to say, standalone prepress trade shops have survived the DTP revolution, and with good reason. With 10-color jobs common and the need to print using an infinite combination of substrates, inks, ink-metering systems and even presses, there will always be a need for prepress color specialists whose work stops when the RIP starts. In fact, it's arguable that CTP fits as well or better in a packaging workflow as it enables each party to focus on its greatest value-added services.

It's almost impossible to overstate the improvements that result from implementing computer-to-plate for flexo. Film-based workflows are rife with variables that diminish quality, starting with the development process and continuing on through the contact frame to the press.

Digital plates are much more consistent and enable a more repeatable process on press, with greater latitude and the ability to generate more consistent results—even when press conditions vary. This is quite a contrast from analog plates, which can require press operators to perform more than a little voodoo to achieve the desired results. And, while many converters were/are loathe to bring platemaking in-house as a result of the solvents and associated hazardous-waste issues, the introduction of "dry" plates from DuPont has eliminated this impediment as well.

Finally, all the necessary supporting technologies are now commonplace to make implementing CTP at the converter economically feasible, not just technically possible. First, the current base of installed imagesetters is getting a little long in the tooth. Equally important, the price of platesetters has moved into the realm of the affordable, with both Creo and Esko-Graphics offering systems for well under $200,000 for narrow-web applications.

Digital color proofing with closed-loop calibration is here (See Prepress Primer, June 2004). The ability to FTP 1-bit TIFFs over inexpensive T1 lines is now on par with sending e-mail. And the plates, while not cheap, pay for themselves as will be argued below.

Interestingly, CTP for flexo is now commonplace in Europe, where the vast majority of installations have taken place—until recently, say vendors. Yet European business decisions seem to be made according to different criteria than the ones used here in the States. Whereas process improvements are often sufficient by themselves to warrant investment at Old World firms, here in the New World you've got to show a direct impact on the bottom line. And, in too many American firms, no one has been able to make the case that better quality would increase either revenues or profits.

Yet, like CTP in the offset arena, the payoff is generated in pressroom productivity gains. And, while you might go blue in the face arguing about how good the quality is, any accountant or CFO can immediately understand what it means when the press—aka "the profit machine"—will run an additional two and one-half hours for every job, or (more likely) can be setting up another job in less than half an hour.

Look at the key factors impacting most flexible-packaging firms: Shorter run lengths as consumer-product companies (CPCs) try to reduce inventories and implement JIT manufacturing; more geographic and demographic versions run to cater to various market segments; and, more cross-promotions between firms that require custom packaging.

All these things mean more changeovers and make-readies. Given that research by the Flexographic Technical Assn. shows that presses are running at less than half their theoretical capacity, reducing makeready times by up to 90 percent is a no-brainer. Even at 50 percent, it's a no-brainer.

Digital platesetting is starting to take off on this side of the Atlantic. According to suppliers, there are about 600 sites worldwide, and that number has quickly grown as North American plants have installed CTP systems.

Some of these sites use their own systems and some use platesetters owned and operated by trade shops (facilities management approach). Either way, it works. The platesetters are technically mature devices that require very little daily maintenance. Thus, as a converter, you can stick to what you know best—putting ink on substrates—while the trade shop can continue applying its magic in making the colors match the corporate logos and brands. In the event a plate gets damaged, no problem; just hit the "print" button and you'll be up and running in minutes (with dry plates, at least).

Package printers and converters are caught in a huge squeeze play as CPCs and mega retailers try to wring every possible cent out of the supply chain. I believe that those flexo operations that invest in CTP will be better able to survive such an environment than those that do not. Sure, you can gamble that you'll hold out, but I'll still take the odds of 22 minutes versus three hours. It's just a matter of time.