The traditional 'graphic arts' market has changed very rapidly. It has been only ten years now since Aldus introduced its 'PageMaker' software for text and layout. The platform used was Apple-Mac, which became also the standard for many other graphic applications. The so-called high-end workstations disappeared. This was the start for what later was called: the desk top publishing revolution. At the same time, image scanning became also user-friendly and heavy duty scanners were reduced to desktop-size. Color- reproduction became a commodity product. Since then, the pre-press industry has been going through a technical nightmare, trying to keep up with the digital explosion. One after another, tasks and crafts of pre-press were being transformed by digital technologies. New technologies in this field came almost too fast for many people to adapt. The next digital revolution will be for the commercial printers. All the reasons are explained later in this document. There is now a definite need for a different business-strategy and a new positioning in the electronic media-world. Niches have to be located for new graphic arts- applications. Electronic services to-and-from originators' and executors environments became a requirement. Data can now flow on-line between the printer and the originator of the job. It is no longer the pre-press shop who is controlling this. In many cases, electronic data goes between the print-buyer or agency and the printer. High power communication-systems with accepted standard color- management are transforming the printer, and more particularly, the pre-press shop fatally. The new digital printing market, now in the beginning of its expected full expansion, has to do with growing requests coming from agencies and other print-buyers for: (1) short-run printing; (2) print-on-demand approximately in-time; (3) personalization or other forms of customization; (4) quick turnaround.
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