Independent industry consultant John Zarwan recently wrote a report about the offset plate-making process, focusing on the environmental aspects and plate chemical usage and waste - a worthy and often neglected perspective.   You can download his report for free.

Chemical usage is very difficult to nail down - partly because every vendor measures it in a different way and partly because it can vary dramatically from one customer's setup and needs to another's.  Given those large variables, a "one size fits all" comparison isn't possible.  There are a few areas that you should go deeper into when making a plate system decision for your own business:

Should you base decisions on volume of chemistry consumed and disposed of?

• From a business perspective, the analysis should be cost-based, not volume-based.
  
  
• Include the cost of the processing equipment itself.  More complicated processors like the Fuji ZAC aren't necessarily economically feasible for low-to-mid volume customers
  
  
• Cost-based analysis closes the gap between processed plates and "Chemistry Free" plates, because the price of the "Chemistry Free" chemistry is significantly higher by volume than normal plate developer.  
  
  
• Don't get fooled by chemical concentrate systems like Fuji's ZAC!  While the advertised replenisher volume may be lower, concentrates cost more and generate just as much waste after dilution.  The only clear winners are true non-process plates like Kodak's Thermal Direct and Fuji's Pro-T. 
  
  
• From an environmental perspective, chemical volume means very little because a large percentage of the volume is water.  The concentration and impact of the actual chemicals that affect the environment vary dramatically from product to product.  Specifically, I take issue with claims of low chemical usage where the volume may be lower, but the concentration is much higher.  The net result may be little if any environmental benefit.  Ideally for the environment, you would compare chemical usage and waste excluding the water content - which is not available for obvious competitive reasons.  (Kodak will gladly participate in such a study if an independent Notary can get objective and comprehensive data from every major vendor's primary products)
  
  
• Don't get me started on the whole "Chemistry Free" thing... I'm with Derek Awalt on that one.
  
  
• Pre-press chemical usage is only a tiny part of the total economic and environmental impact of your plate choice.  For example, saving 50% of the chemistry per plate means nothing if you have to do multiple sets of plates to complete your press run, or if you generate more make-ready waste.  First, you should determine which products will perform adequately to your prepress and pressroom performance needs, second, analyze all prepress or pressroom benefits and costs, and third factor in other environmental impacts to decide between the feasible choices.
  
  
• Kodak takes the environment seriously - this is not an area to take marketing liberties.  Before making any environmental claims, we have a rigorous internal approval process that demands proof points and supporting documentation - something that I fully support, and would encourage every  vendor to rigorously implement. 
  
  

John's report is a start to making the right choices for the environment - give us a call and Kodak will help you ensure it's also the right choice for your business.

A holiday tradition is coming to an end at  Lane Press in Burlington, VT. The Kodak customer's  13-year-old Trendsetter 3244 Platesetter that doubled as Rudolph the Red-Nosed Reindeer during the holidays is retiring. 

Lane Press is getting 2 shiny new Kodak Magnus VLF Platesetters, but it would take a great stretch of the imagination to see them as reindeer. 

Magnus VLF Platesetter

Maybe a sleigh?

Marketing can be a fun job, suited to creative people who enjoy the excitement of positioning new products and getting the upper hand on your competition.  It's a continual game of one-upmanship and counter-positioning. 

A good marketing campaign builds upon your core strengths, positioning them in a way that demonstrates unique value to your customers.  It's a magical thing when done well.

Over the last few years, the energy and focus going into environmental-based marketing has ramped up dramatically, which is a good thing if the products really benefit the environment.  I don't usually like to talk badly about our competitors (that's not my way of marketing), but recently they've gone just a step or two too far and I just have to call them out on it.

To compete with Kodak's Thermal Direct plate, Agfa has been touting their "Chemistry Free" messaging since the launch of Azura.  As absurd and deceptive as that message is (the plate system is neither free of chemistry, nor is the chemistry itself free), they're banking on the precarious argument of what exactly is "chemistry".  Sure, the chemicals might be different and more dilute, but they're still chemicals - especially if you consider the dissolved plate goop that builds up throughout the bath life: it has to be handled like chemistry - because it is chemistry. 

At IfraExpo a couple of weeks ago, Agfa defined Chemistry Free as "only use of non aggressive chemicals." Huh? In the same presentation, they say "Chemistry Free means 'No Developer/Replenisher.'" International Paper's Pocket Pal, arguably the industry standard for definitions of graphic arts terms, defines "developer" as "in lithographic platemaking, the material used to remove the unexposed coating." Agfa's marketing literature clearly says that the purpose of their clean out gum for Azura is to wash away the non-imaged areas of the plate. But it's not "developer?" If it quacks like a duck, it's probably a duck.  :)

Lately, Agfa has even extended their messaging to start calling Azura "Processless." So now they have a "Processless" and "Chemistry Free" plate that requires both a processor and chemistry... go figure.

It appears that redefining the words "chemistry" and "developer" (and even "free"!) are the only ways Agfa can find to position their plate against Thermal Direct.  Now although we call Thermal Direct a Non Process plate, we fully disclose that it's a "Develop On Press" plate.  The action of removing the unexposed coating still happens, but because it happens automatically and seamlessly as part of the normal make-ready process on the press, in effect there is no separate processing step or processing equipment required.  No matter what you call it in marketing-speak, the full value is clear:  total elimination of all processing chemistry and disposal, all processing equipment, all maintenance, and all developer-related variation in the system.  As Shakespeare said, "a rose by any other name would smell as sweet".  Or I guess in Azura's case - it would still smell like chemistry. 

Enough said.  We're ready for the next round... bring it on!

11-18 Update: this post has created a lively discussion on the PrintPlanet forum: http://printplanet.com/forums/computer-plate/16238-azura-plate-chemistry-free