WhatTheyThink is the global printing industry's go-to information source with both print and digital offerings, including WhatTheyThink.com, WhatTheyThink Email Newsletters, and the WhatTheyThink magazine. Our mission is to inform, educate, and inspire the industry. We provide cogent news and analysis about trends, technologies, operations, and events in all the markets that comprise today's printing and sign industries including commercial, in-plant, mailing, finishing, sign, display, textile, industrial, finishing, labels, packaging, marketing technology, software and workflow.
Displaying 1701-1800 of 5449 articles
Published July 30, 2018
Published July 27, 2018
Overall, printing employment ticked up from May to June 2018, but on a year-over-year basis is down -1.8% from June 2017. Among the creative markets, PR is the place to be.
Published July 27, 2018
Forbes columnist suggests replacing public libraries with Amazon stores, for some reason. The economic costs of comma misuse. Built-in sun protection for garments. All that and more in WhatTheyThink's weekly miscellany.
Published July 26, 2018
Print OEMs need to understand that, for the foreseeable future, they will be judged as much on their paper program as the print technology they offer to the market.
Published July 25, 2018
Steve Wolffis of i3Logix shares his experience with moving from a toner-based web to an inkjet web that doubled their color capacity, improved color quality and reduced costs.
Published July 24, 2018
Chris Lynn explores the reasons why toner and inkjet account for under 10% of the volume of labels printed last year and why the label sector of the packaging market was the first to adopt digital technologies despite the uphill battle.
Published July 23, 2018
WhatTheyThink today announced that the Printing News Group is joining the organization to strengthen the industry’s most extensive independent news and analysis platform with both print and digital media covering commercial printing, wide format, labels, packaging, signage, specialty graphics, textiles and other industrial applications of print technology.
Published July 20, 2018
Try on clothes virtually. As bad as flying is, it used to be worse. World’s first biobased, circular car has been successfully designed and built. Men’s boxer shorts turned into a knife. All that and more in WhatTheyThink's weekly miscellany.
Published July 19, 2018
Steve Welkley discusses opportunities for Inkjet as part of an overall production portfolio that takes advantage of the best that each platform has to offer.
Published July 18, 2018
Production inkjet has been limited in its ability to produce customized jobs on a wide range of substrates due to a predominantly roll-fed approach. Canon’s research and development of sheet-fed inkjet presses has addressed customization and substrate flexibility while bringing the benefits of inkjet printing to an expanded application range.
Published July 17, 2018
My last post, Paper Supply and Strategic Planning, continued our coverage of paper shortage in the U.S. market. This post offers suggestions to mills and paper merchants on how they can help print providers navigate this difficult time.
Published July 16, 2018
If you see banding in continuous solid colors, ask the designer if "mixing up" that continuous solid is possible. Adding random patterns to large solid colors makes cross process print head density shifts less visible when multiple heads across the web are used to produce the solids.
Published July 13, 2018
Robert Clark of IWCO Direct discusses their experience migrating from conventional print to production inkjet. The pros far outweighed the cons, but that doesn't mean the journey to inkjet came without a learning curve.
Published July 13, 2018
Printing shipments for May 2018 came in at $6.77 billion, up +3.1% from April. However, on an inflation-adjusted basis, May 2018 came in below the $6.92 billion reported in May 2017, and is well below the recent high of $7.46 billion back in May 2016.
Published July 13, 2018
A new technology can remove pet allergens from textiles (and that’s nothing to sneeze at). The retail transformation heats up. Scientists find the oldest (1.1 billion years) colors. ColorZenith uses Massivit technology to 3D print a classic car for Milan’s La Scala opera house. The Morgan Library & Museum in NYC is exhibiting a unique autograph collection. All that and more in WhatTheyThink's weekly miscellany.
Published July 11, 2018
Chuck Slingerland, Vice President of Sales and Digital Operations for Abbott-Action, takes us through the digital journey for a traditional corrugated converter.
Published July 10, 2018
Inkjet Insight is closely watching the challenging paper shortage in the U.S. market. Our team has covered different aspects of this topic from pulp trends to impacts to the supply chain. Most recently, we have been interviewing subject matter experts throughout the paper supply chain to gain a holistic view of the market. It’s clear that the tight paper market is driving frustration and change and it’s incumbent on participants throughout the supply chain to consider how to solve this challenge.
Published July 10, 2018
Published July 9, 2018
Eric Wiesner, General Manager of HP PageWide Industrial Division provides background on HP's decision to expand the range of media compatibility for HP devices using a pre-coat or primer rather than adding additional solvents, resins and other chemistry to the ink.
Published July 9, 2018
The wrong drying configuration on an #inkjet press can torture the paper without properly drying the ink. Learn about the best drying options to match your type of work, ink type and coverage.
Published July 6, 2018
A new process reduces the environmental impact of water-repellent textiles. Harvard Business Review looks at new possibilities for 3D printing. New health benefits of coffee. The best streaming service may just be your public library. RIP Harlan Ellison. All that and more in WhatTheyThink's weekly miscellany.
Published July 2, 2018
Don’t blindly accept the DFE bundled with the press. Ask about color management, variable data and file handling features of the DFE. Consider all of your DFE options and find the best fit for your workflow.
Published June 29, 2018
The restructuring process for Zanders GmbH continues. Restructuring Director Igor Ferlan and external consultants manage Zanders in collaboration with lawyer d'Avoine and his team. Everyone involved is optimistic that they will be able to create a stable future for Zanders.
Published June 29, 2018
A "historical culinary event" featured a 4,000-year-old Mesopotamian recipe carved on a cuneiform tablet. Modern air conditioning was originally invented for a Brooklyn commercial print shop. Amazon beats out Google for product searches. The World Cup gives a lift to streaming services. All that and more in WhatTheyThink's weekly miscellany.
Published June 28, 2018
John Hume, President of Hume Media Inc., talks about the history of his company and the upgrades he's made to his printing equipment over the years, first with the Xerox iGen and now Brenva HD production inkjet press.
Published June 25, 2018
Ricoh USA Inc. today announced the newest addition to its award-winning inkjet portfolio, the RICOH Pro VC70000, built to accelerate the transfer of offset print volumes to digital. The new continuous feed platform empowers commercial printers to produce quality applications, such as high-end catalogs and magazines, traditionally expected from offset presses. Additionally, Ricoh-developed inks enable up to 40 percent savings in paper costs while also expanding media support to offset-coated papers, untreated papers and more.
Published June 22, 2018
Australian researchers have found a way to minimize unsightly pilling and help garments look better longer. HyperCard, the first application for creating interactive documents, was inspired by an acid trip. Fad Fashion? Micro Moments? Learn the new textile lexicon. Rats break into an ATM and eat $17K in cash. A random slide from Mary Meeker’s “Internet Trends Report.” Amazon’s Alexa will soon be sharing your hotel room. A keyboard that can fit in your pocket. All that and more in WhatTheyThink's weekly miscellany.
Published June 18, 2018
Compare Costs of Complete Solutions. Don't conduct TCO or eliminate press options until you have configured a complete solution. An “expensive” press may look reasonable once you configure the “bargain” press with drying, priming, turn-bar, premium ink, software and finishing. Compare fair!
Published June 15, 2018
A library in Portugal uses a colony of bats to help preserve old books and documents. The UK is confounded by the name change from “Salad Cream” to “Sandwich Cream.” The new heroes of our age: Country Time Lemonade and Domino’s Pizza? A random slide from Mary Meeker’s “Internet Trends Report.” Uncovering lost “data” from ancient manuscripts. What happened this week in printing and publishing history. All that and more in WhatTheyThink's weekly miscellany.
Published June 14, 2018
We caught up with Marco Boer at the unveiling of the Océ LabelStream 4000. Canon is entering the label and packaging market with a high-end, hybrid system targeting adhesive label applications. Marco provides a great overview of what was learned in Germany.
Published June 14, 2018
Mark Sunderland, Textile Engineer and Strategist at Thomas Jefferson University, discusses high-performance apparel and products, including new and emerging trends in moisture management and "wearables."
Published June 13, 2018
At this year's IPMA Conference, Howie Fenton addresses one of the perennial challenges that in-plant printing departments face: their parent company outsourcing print and other related work. He offers some suggestions for bringing that work back in-house.
Published June 12, 2018
Mike Loyd, Executive Director of the In-Plant Printing and Mailing Association (IPMA), talks about the major trends affecting in-plant printing departments, the challenges faced by in-plant operations managers, and the value of the annual IPMA Conference.
Published June 11, 2018
A different profile is needed for each paper AND the press settings it will be run under. Speed, TAC and resolution factors can all affect color chroma, density, graininess, small text clarity and line raggedness. Differences at top speed can be dramatic on some presses.
Published June 8, 2018
Government Attic discovered a load of NSA workplace posters from the 50s, 60s, and 70s—you can even get them on a T shirt. A 3D printer outputs custom-designed pancakes. Don’t call it “dope”: hemp used for intelligent textiles. A random slide from Mary Meeker’s “Internet Trends Report.” What happened this week in printing and publishing history. All that and more in WhatTheyThink's weekly miscellany.
Published June 8, 2018
Giorgio Sala of EFI Reggiani talks about the company's new pigment-based ink for the FLEXY textile printer. The new ink contains a binder that eliminates the need for post-treatment, such as washing or steaming of the fabric, after printing.
Published June 8, 2018
There are about 8,000 spoken languages left on this planet and they are disappearing at one language every two weeks. Some have fewer than 1,000 speakers left. Frank opines in what we think is English.
Published June 7, 2018
The package printing climate is changing, and waves of new technology are breaking on the shores of short-run work, but the packaging mainland is mostly unaffected so far. Chris Lynn offers insights on the packaging market for inkjet.
Published June 7, 2018
Bert Benckhuysen, Senior Product Manager, EMEA, for Mimaki, introduces the new Tiger textile printing system, capable of both direct-to-fabric and transfer-based dye sublimation. Mimaki has also incorporated Tiger into its own microfactory concept for fast fashion and other textile-based applications.
Published June 7, 2018
Scott Schinlever, President of Automation Services for Gerber Technology, discusses the similarities and differences between digital and analog, as well as his move from EFI to Gerber.
Published June 6, 2018
Fabio Gromo, Global Sales Manager of Textile Printing for durst, describes the durst line of textile printers and capabilities as well as the company's strategies with respect to the digital textile printing industry.
Published June 6, 2018
Marcus Timson, Co-Founder of the InPrint Industrial Inkjet Conference, discusses the reasons for the growing popularity of industrial printing, including the plateauing of traditional print markets, the maturity of digital inkjet and its advantages in industrial applications, and changing consumer behaviors.
Published June 5, 2018
Elizabeth asked David Murphy of HP PageWide Industrial what he thought customers should be considering and his first response was to say that customers should be taking a long term view - multiple years out. He said customers should be thinking in terms of the ability for the device to remain relevant as inkjet continues to evolve.
Published June 4, 2018
Not all presses will produce their top quality at top speed. Understand the impact of sheet size or web width, media type, ink coverage and actual production speed (not rated speed) on your achievable Images Per Minute (IPM). There are many other issues that impact overall productivity - but it starts at the press for each job.
Published June 4, 2018
Annette Plummer, Director of Marketing for SAi, a developer of software for the signmaking industry, discusses the use of virtual reality (VR) and augmented reality (AR) in signmaking.
Published June 4, 2018
Nir Waiskopf, Ph.D., of the Hebrew University of Jerusalem, attended the RadTech UV+EB 2018 Conference as part of RadLaunch, an "idea accelerator" for start-ups, students, and innovators. Dr. Waiskopf chose the RadTech conference for its educational and networking opportunities, seeking potential collaborators and partners for some of the projects he is helping develop.
Published June 1, 2018
California experiments with E Ink-based license plates. Mary Meeker’s hotly anticipated annual Internet trends presentation has arrived. The first “cyberattack” took place nearly 200 years ago. A beautiful and brilliant collection of crowdsourced letter and number designs. ANA Acquires DMA. What happened this week in printing and publishing history. All that and more in WhatTheyThink's weekly miscellany.
Published June 1, 2018
At FESPA Berlin, Gillian Montanaro, Head of Marketing for EMEA Roland, talks about the launch of the Roland Hero Campaign, in which Roland collects and presents their customers' inspiring stories. (For more information, visit www.rolandhero.com.)
Published June 1, 2018
A visitor to the Museum of Printing donated an old, handheld rotary letterpress device for marking boxes and cartons. Frank dates it back to the early 20th century, and contrasts it with a modern, handheld digital inkjet box-marking printer.
Published May 31, 2018
At FESPA 2018, EFI sold its 100th roll-to-roll device to Belgium's Dacar Digital Printing. Dacar's Dennis van der Lingen talks about his wide-format printing company that serves the Benelux region, talks about the kind of print work the company does, and the opportunities that are enabled by EFI products.
Published May 31, 2018
Frederic Gaillard, VP of Product Marketing for Lectra, talks to Cary Sherburne about Cutting 4.0, Lectra's new smart cutter for textile cutting that interfaces with Lectra Digital Cutting, a new cloud-based cutting platform. The machine receives orders and executes them, and sends back data so the entire process can be controlled in real time. The platform is designed to address the new challenges the company sees in the market, such as small runs and customization. The new platform also includes a fabric library.
Published May 30, 2018
Ann Laidlaw, Consultant for ACL Color Consulting LLC, talks to Cary Sherburne about how ambient lighting impacts our perception of color—an important consideration in retail environments where the lighting under which a consumer views a garment may be different from that under which the garment was manufactured. Compounding the problem is the latest trend toward LED lighting (of which there are many different kinds) in retail stores, which can impact how a particular colored garment is perceived.
Published May 30, 2018
Mark Abramson, President of Printform Corporation, talks about his experiences in starting a business that produces specialty-printed products, as well as his efforts in helping other entrepreneurs launch wide-format, industrial, and other specialty products. He shares some pieces of advice for success, a key one being to invest at least as much in marketing as in any other part of the business.
Published May 29, 2018
Kirby Best, President and CEO of Purchase Activated Apparel Technologies (PAAT), talks about one of the biggest challenges he found in the analog-to-digital transformation of textile printing: the difficulty of feeding information to the production equipment. To realize all the advantage of on-demand production, all the systems within the operation need to be in sync and "talking" to each other. He talks to Cary Sherburne about how PAAT overcame that challenge.
Published May 29, 2018
Josh Samuel, Director of Ink Development at EFI, talks to David Zwang about EFI's inkjet philosophy: helping companies and even entire industries make a seamless transformation from analog to digital. EFI offers the machines, the inks, and the software as a larger system to help customers make that transformation.
Published May 28, 2018
If your business case assumes that the OEM is responsible for all costs of transfer, installation and testing – make sure that’s in the contract. Account for cost to move other equipment, if applicable and factor in labor and cost of down-time on other devices during transition. Consider a clause to cover costs of delays. Hope for the best and cover yourself for the worst.
Published May 25, 2018
Debbie McKeegan, Textile Ambassador for FESPA 2018, walks us through the Print Make Wear microfactory and demonstrates the process of textile printing from beginning to end.
Published May 25, 2018
Investing in companies by how much they spend on lobbying. Searching for a safe, bright red pigment. Making your mail smell like popsicles. Exaggerating the death of retail. All that and more in WhatTheyThink's weekly miscellany.
Published May 24, 2018
At the recent Xeikon Café, Filip Weymans, Vice President of Marketing for Xeikon, discusses some recent technology and product changes that customers can look forward to, from the addition of dry toner and UV inkjet to a complete digital technology upgrade.
Published May 24, 2018
At this week's TechTextil, Will Duncan, Executive Director of SEAMS, talks about SEAMS which, for 50 years, has been the "voice" of the U.S. sewn products industry. Members include brands and retailers, as well as the textile supply sector. "Made in America" is the association's main initiative.
Published May 23, 2018
Matt Hirsch Ph.D., Co-Founder and CTO of Lumii, talks to David Zwang about a new solution for label and packaging security that allows 2D printers and presses generate holographic 3D effects. Using proprietary algorithms and Terascale computing, the Lumii Light Field Engine calculates the exact patterns for a duplex print from a single image to create a visual 3D object from a 2D pattern.
Published May 23, 2018
Brian Francois, Executive Vice President of AATCC, discusses the analog-to-digital transformation in textile printing, and identifies such emerging challenges as wearable technology and developing and implementing color standards for LED lighting.
Published May 22, 2018
Sebastien Hanssens, Vice President of Marketing and Communication for Dover Digital Printing, talks about the “microfactory” concept of on-demand digital garment printing, which Dover Digital Printing was demonstrating at FESPA 2018. “The Sports Factory” showcased customized athletic jersey printing from online ordering to printing and sewing.
Published May 21, 2018
Simple rule of thumb is that dots-per-inch matters for text while“apparent” resolution is important for continuous tone images – but will not give the same relative improvement to text. Both are important when evaluating inkjet presses and neither can be evaluated without viewing print samples.
Published May 21, 2018
Ken Hanulec, Vice President of Marketing, Inkjet Solutions for EFI, talks about the company's new H Series at FESPA 2018 in Berlin. This new hybrid printer, targeted at the mid-range market, is capable of printing on both rigid and flexible substrates.
Published May 21, 2018
At the InPrint Industrial Inkjet Conference, Wade Neff, Strategic Business Unity Manager for Strategic Factory, discusses how inkjet printing is not the solution for every application, and that print service providers need to understand, and be able to communicate to customers, both the advantages and limitations of inkjet technology.
Published May 18, 2018
This week at FESPA 2018, HP launched two new PageWide presses for ultra-high-volume digital corrugated printing. David Murphy, Worldwide Director of Marketing & Business Development–HP PageWide Industrial Division, describes the Digital Corrugated Experience at FESPA 2018. and how HP's PageWide technology has versatility and adaptability for uses in consumer, electronics, and food and beverage packaging.
Published May 18, 2018
Digital ad revenue, digitally colored embroidery, and curbing your media consumption. All that and more this week in WhatTheyThink's weekly miscellany.
Published May 17, 2018
Kevin M. Sykes, North American President of Massivit 3D, talks about the new Massivit 1500 "Exploration" 3D printer, which allows users to pursue 3D printing at a lower price point than the company's flagship product. Sykes also discusses the opportunities to be had in 3D printing.
Published May 15, 2018
Pamela Lee, Senior Product Manager for Excelitas Technologies, discusses UV LED technology vs. traditional UV curing in terms of performance, cost, and environmental benefits in a variety of commercial and industrial applications.
Published May 14, 2018
Published May 14, 2018
Published May 14, 2018
Rachel Nunziata, Product Development Manager for 4Walls, talks about the design process for digital décor. 4Walls designs and prints wallcoverings and a wide variety of other materials, handling the process all the way from design through production.
Published May 11, 2018
Blockchain, Buffett, and blurring boundaries. Silk and sneakers. One space or two? WhatTheyThink’s new regular Friday feature, Around the Web, presents a miscellany of random news items that caught the attention of our contributors this week. Read on for more.
Published May 9, 2018
At the InPrint Industrial Printing Show in Chicago, Jim Lambert, VP of Digital Sales for INX International, talks about digital direct-to-can printing, a technology that gives beverage makers flexibility in both design and volume, and the ability to adapt to changing consumer trends and tastes.
Published May 7, 2018
Published May 7, 2018
Eric Weisner, General Manager of HP PageWide Industrial Division on the drying options HP offers with their production inkjet line-up and the speed, coverage and cost trade-offs to consider.
Published May 7, 2018
Mark Hanley, President of IT Strategies, Inc., discusses industrial printing and how print providers can navigate the variety of "industrial" markets, from packaging to direct-to-shape, and determine areas of emerging growth.
Published April 30, 2018
Published April 30, 2018
Nick Gawreluk talks to Kris Davis of Printing Industry Midwest (PIMW) about its education programs to help students explore job opportunities in print. For the past the 10 years, PIMW has provided financial support to PIMW members to help bring summer interns into printing companies.
Published April 25, 2018
Vicki Strull, graphic designer and brand consultant, helps brands increase consumer engagement, build brand loyalty, and drive purchase intent. Strull addresses the gap among design, print, and the marketing community by educating these three stakeholders in the understanding of each industry.
Published April 24, 2018
"Are Commercial Print and Inkjet gonna' be a Thing?" That's the question I asked Marco Boer of I.T. Strategies. Marco says a perfect storm of industry catalysts are likely to move commercial print organizations to consider the move to inkjet. But, it already is a thing.
Published April 24, 2018
Julian Marsh is Director of Commercial Printing at District Photo, an online digital print business that produces a large range of photo products. Julian is the Global Chairman of Dscoop, and helped launch the new Dscoop.com platform to facilitate year-round collaboration and networking within the Dscoop community.
Published April 23, 2018
Matt Miloszewski, Business Development Manager at Tharstern, talks about Tharstern's approach to MIS and managing operational data within print operations. Tharstern has over 700 installations globally.
Published April 19, 2018
Advances in inkjet technology and fluids are enabling production on a wider variety of paper grades and finishes. How does this impact the evaluation process for papers? What new variables must be considered when evaluating paper for particular application segments. Mary offered work-arounds for scarcity in the market and tips on finding and evaluating papers.
Published April 16, 2018
Elizabeth Gooding interviews Martin Aalsma, VP with King Printing, about his experience developing efficient workflows for inkjet printed books.
Published April 11, 2018
Today we talk with Marco Boer of I.T. Strategies about areas of opportunity for shifting from toner to inkjet, or adding inkjet to a toner portfolio.
Published April 10, 2018
KYOCERA Document Solutions America, Inc., one of the world’s leading document solutions companies, today previewed the TASKalfa Pro 15000c, in an exclusive exhibit at the 2018 KYOCERA Innovate dealer conference in Orlando, Florida. The TASKalfa Pro 15000c represents Kyocera’s inaugural product entry into the high-speed cut sheet inkjet market. With print speeds at 150 pages per minute in A4 (146 pages per minute Letter), regardless of media type, this full-color production inkjet printing system delivers unparalleled quality and reliability. Ideally suited for Print Service Providers and customers looking to run medium to large volume jobs in-house, the TASKalfa Pro 15000c delivers the necessary functionality at an attractive price point.
Published April 10, 2018
Building on years of inkjet leadership, Ricoh USA, Inc.today announced enhancements to its continuous feed portfolio that help customers grow their businesses. These include a new set of inks for its RICOH Pro VC60000 platform, which greatly expands the variety of media that can be used, and the availability of its award-winning RICOH Pro VC40000.
Published April 10, 2018
Konica Minolta Business Solutions U.S.A., Inc. (Konica Minolta,) a leader in digital imaging solutions, today announced that it will unveil the latest offerings in its long line of market-leading production printing devices for the commercial print industry – the WEBjet 200D and WEBjet100D continuous feed inkjet presses – at the inkjet Summit 2018 in Ponte Vedra Beach, Florida, April 9-11.
Published April 4, 2018
Memjet and Canon have entered into a long-term, global agreement to cross-license their patents around key segments and applications.
Published April 4, 2018
Offset printing satisfies the majority of the production requirements for both catalogs and magazines. As marketers seek to increase ROI, you can start to make the case for shorter runs, versioning, hyper-localization, and personalization and then inkjet printing starts to become interesting.
Published April 4, 2018
Digipix, a photo products company based in Sao-Paulo, Brazil recently installed the HP Indigo 12000 HD Digital Press to support its growing photo products business. Marco Perlman, Digipix founder and CEO, spoke with WhatTheyThink about his business and its recent investment in the HP Indigo 12000 HD Digital Press.
Published April 3, 2018
Published April 3, 2018
WhatTheyThink spoke to Keith Wilmot, CEO of DSCOOP at the DSCOOP 18 conference. Under Wilmot's leadership the organization has embarked on transiting DSCOOP from a once per a year conference to a networking platform at dscoop.com
Published April 1, 2018
This white paper discusses the importance of workflow assessments as a cycle, rather than a standalone process. Furthermore, it will demonstrate how the Kodak Workflow Process Assessment (WPA) achieves this and therefore serves as a differentiator for printing companies.
Published March 30, 2018
Published March 22, 2018
In the hunt for new print techniques and technologies for mail, Trish leads us to H&H Graphics in Chicago for a photochromatic ink technology that is designed to work in conjunction with the camera on your smartphone
Published March 15, 2018
The amount of paper wasted during start up can be a big differentiator for continuous devices – particularly those with a wide web. Companies that make frequent paper changes leaving partial rolls need to look carefully at paper handling options, splice detection and the ability to print full quality during ramp-up. Sheet fed devices have come on the market that may be sound alternatives when frequent paper changes are required subject to volume constraints.
Published March 15, 2018
The structure of your maintenance plan is crucial to the success of your inkjet investment. Pay particular attention to how print heads are covered in terms of jet-outs or other quality issues that would require print heads to be serviced or replaced. If your quality requirements are high, you need to make sure that you are covered for the level of quality you need to deliver. How many jet-outs can you live with? Look at the break-down of self-maintenance versus OEM maintenance and the expected level of downtime.
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