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Logotech President Leslie Gurland talks about digital opportunities for the hybrid print market

Published on September 11, 2012

Cary Sherburne interviews Leslie Gurland, President of Logotech, about operating a hybrid labels and packing shop and the advantages digital has to offer.

Interviewer: Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com, and I’m here with Leslie Gurland, who is President of Logotech. Welcome.

Leslie Gurland: Thank you.

Interviewer: So you’re operating a business that’s got a hybrid platform, right, flexo and digital . . .

Leslie Gurland: And letterpress.

Interviewer: … and letterpress. And so, maybe you can talk a little bit about how you are seeing the opportunities provided by digital kind of driving change in the labels and packaging industry.

Leslie Gurland: So from our perspective, we started as a letterpress house, moved into flex and then realized the way to the future and the whole printing landscape is moving towards digital. And we believe that you need a combination of, you know, long-term flexo and, ideally mostly flexo. Our customer’s needs are changing, the turnaround they demand is quicker, the runs are getting smaller and smaller. And the creativity that digital can offer you in terms of both product development and in terms of the final product will out beat anything else in the market.

Interviewer: And what is the impact on time to market?

Leslie Gurland: We’re able, first of all, we save a lot of time in the design and the development process because we’re able to do comps very quickly and you’re not setting up a press. We’re able to send samples out to customers and you don’t have to have as many press proofs. So it saves time and money and it saves you time and money. And in addition, it allows you to give them a lot more options so that when you’re finally on the press you’re really running and getting the product done. So you can save on all ends, plus you’re also saving, in my opinion, you’re saving the designers from the customer’s end a lot of time on their side, which in the end results for money for them.

Interviewer: The other thing is, if you think about the other traditional flexo process, you know, so you might keep the plates around to rerun the labels, but this – with digital, you have the opportunity to change the labels every run, if they want.

Leslie Gurland: Right. And that, especially with customers that are changing ingredients, it’s a dramatic help for them. It’s saving them a lot of money and also time and it’s just a click of a button and everything’s done and then you move on. And for companies, especially startups with a lot of SKU’s, we see the need for digital. It’s a completely different ballgame with digital.

Interviewer: And if people want to find you online, they would find you at.

Leslie Gurland: HYPERLINK "http://www.logotech-inc.com" www.logotech-inc.com.

Interviewer: So tech is T-E-C-H, right?

Leslie Gurland: Yes.

Interviewer: Logotech-inc.com.

Leslie Gurland: Yes.

Interviewer: Thank you very much.

Leslie Gurland: Thank you.

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