January 2008 v 3 no 1

Kodaks Graphic Communications Magazine

Toward a
Greener Future

pg 6

A Hospitals
Electronic Antidote

pg 17

Making a
Better Impression

pg 20

January 2008 v 3 no 1

Kodaks Graphic Communications Magazine

This issue of One was produced using solutions from Kodaks

Graphic Communications Group including; Kodak Prinergy
Connect Workflow System, Kodak Approval XP4/2540 Digital

Navigating the Green Wave

Kodaks Green Kit Provides Information on Environmental Sustainability

Color Image System, Kodak Sword Excel Thermal Plates,

Kodak Magnus 800 Platesetter and 25-micron Kodak Staccato
Screening. Photos taken using Kodachrome and Kodak
Professional Ektachrome Photographic Film along with a
Leaf Digital Camera Back for digital capture.
This issue was printed on Mohawk 50/10
Matte, Blue White, 80 cover and 100
text which contains 15% postconsumer
recycled fiber, is manufactured with
Green e-certified renewable windpower,
and is Green Seal certified.
Printed with Kohl & Madden inks from Sun Chemical.

If youre looking at the green movement and wondering what it means to you, youre not alone. Sustainability is fast
becoming a household word, but many print service providers and even some industry suppliers arent sure where to
begin to address the issue.
Sustainability is a growing and all encompassing trend like the world has never seen before. Every industry across
the globe has a role. The media focus is intense. Instant experts are everywhere. There is no past experience, however, to
draw on in responding to the issue. No plug and play sustainability solution that can be implemented at every business.
How you respond depends on what you print, what your customers need, what the rules and regulations are where you
conduct business and even what your business strategy is for the future.
Going green begins by learning more about the issue. Thats why Kodak has developed our new, Green Kit, a
guide that includes an easy to understand overview of the sustainability issue and why it is important to printers. The kit
has initially been created with a focus on the United States and Canada, but it has information that is useful anywhere
in the world, including insight on what consumers are thinking about the green movement, a glossary of terms and links to nearly 30 different sources
of information. It also offers the Top Ten Strategies for Sustainability. You can download an electronic copy of Kodaks Green Kit by going to
graphics.kodak.com/gogreen.
With greater awareness of the issue, you can consider addressing sustainability in a way that works for you and your customers. Some relatively
simple changes can make a big difference for our world.
For example, imagine youre printing a magazine with a readership of around 50,000 people. Publish 24 pages and youll go through about
600,000 sheets of paper. That takes a lot of energy and a lot of timber to produce, but not as much if your production plan considers sustainability.
Paper is a big part of every printed job 30% or more. Using paper made from post consumer recycled fiber and energy from wind power can
reduce the impact on our environment. You can avoid creating 52 pounds of water borne waste, nearly 900 pounds of solid waste, 5,700 pounds of air
emissions, and 1,600 pounds of greenhouse gasses. Youll also save 12 million BTUs of energy. Printing that publication with more sustainable practices
is equivalent to not driving 6,000 miles or to planting an additional 390 trees.
Were not making these numbers up. We achieved these savings while publishing this issue of ONE, working with Mohawk Paper, who has
developed an online calculator that lets you figure out your green savings by using more environmentally friendly stock (online calculator found at
mohawkpaper.com).
Paper is only one consideration. Kodak offers a variety of solutions that can help reduce waste, lower energy consumption and improve
environmental performance, including:
Printing plates that reduce water, chemistry, and energy use
Web-to-print digital workflows that reduce the use of paper and ink
Digital printing solutions that improve the return on investment for marketing campaigns and minimize the amount of ink, paper, and energy
required for traditional mass mailings
Workflow solutions that reduce waste across the print production chain
Scanners that use 30% to 75% less energy than standard equipment
I was a small boy when the environmental movement first surfaced in the 1970s under the banner of ecology. It captured a lot of attention but
it only had a brief impact on mainstream business. This time, sustainability is here to stay.
If you need help making your plan, talk to your Kodak representative about how we can be a resource in creating a sustainability program that
suits your business.

Jeff Hayzlett
Chief Business Development Officer & Vice President
Eastman Kodak Company

January 2008

Kodak 

January 2008 v 3 no 1

It knows you. Well enough to share just

the right news at just the right time.
Fits your style, your schedule. Like youre
hearing from a friend, not a stranger. Print is smart.

Kodaks Graphic Communications Magazine

table of contents
Kodaks Green Kit Provides Information
on Environmental Sustainability . . . . . . . . . . . . . 3
Sustainability is here to stay. But many industry companies
dont know where to begin learning about it. Kodaks Jeff
Hayzlett explains in his column.
Toward a Greener Future . . . . . . . . . . . . . . . 6
With a focus on environmental sustainability,
progressive firms such as Mohawk Fine Papers,
Monroe Litho and Sappi are helping the planet and
their businesses.

kodak.com/go/printis
Visit kodak.com/go/printis to hear even more.

17

Make Your Own Future

With Mass Customization. . . . . . . . . . . . . . . . . 11
Society has entered an entirely new era that Kodak CMO
Kevin Joyce calls mass customization. With ease, the
masses can select only information they choose. Kodak is
helping to make it possible.
Prints New Power Tool . . . . . . . . . . . . . . . . . . . 14
Printambassador.com helps firms promote the many uses
and benefits of using print to reach consumers with highly
targeted, relevant messages. Just ask fast-growing print
and brand management provider Webb/Mason.
Kodaks Award-Winning Scanners. . . . . . . . . . . 16
In 2007, multiple Kodak Scanners were recognized
by document imaging industry organizations for their
excellence in driving efficiencies.

20

The Electronic Antidote. . . . . . . . . . . . . . . . . . . 17

A teaching hospital in Quebec ran out of space for patient
charts in its Medical Records area. What began as a mission
to make more room became an enterprise-wide document
solution that increased the hospitals effectiveness.
Making a Better Impression Literally . . . . . . 20
ONeil Printing is a first-rate printer and a savvy promoter.
The company uses a fictional character (Mr. Cato) in its
marketing strategy to communicate the value of Kodak
Staccato Screening Technology.

Drupa 2008 Preview:

New Inkjet Solutions. . . . . . . . . . . . . . . . . . . . . 22
Kodak is set to make its mark at Drupa 2008, the worlds
largest print show. Heres a preview of inkjet advancements.

One Magazine was recognized

as one of the Top 100 Communications
Materials of 2007 by the League of
American Communications Professionals.

Kodak 2008. Kodak, Approval, Ektachrome, Kodachrome, Magnus, Prinergy Connect, Spotless, Squarespot, Staccatto, Sword Excel and Versamark are trademarks of Kodak. Mohawk Fine Papers and
Mohawks corporate logo are proprietary trademarks of Mohawk Fine Papers Inc.

Art Direction: Anna Abbinante

Kodak, 2008. Kodak is a trademark.

Cover Photo: Kingmond Young

January 2008

Kodak 

Toward
a

Greener
Future
With a focus on environmental sustainability,
progressive paper and printing firms can help
the planet and their businesses.
By Darin Painter Photo: Kingmond Young

hen Mohawk Fine Papers hired George Milner in 1974, his role as the companys
environmental expert was clear. I had to make sure the police didnt knock on
the door, he recalls.
The crux of his job was compliance. Milner made certain the Cohoes, New
York-based paper manufacturer achieved the very minimal levels stipulated in U.S.
environmental laws. My other task was to accomplish that as cheaply as possible.
For decades, going green in the international print community meant adhering to government
regulations set up to help protect the planet. Some firms began to adopt environmentally friendly
practices simply because of duress, mainly in the form of federally mandated incentives and penalties.
Today, however, more companies are discovering that green products and practices can yield
golden results. They realize that sustainabilityan emphasis on improving society and the environment
for future generationscan impact the wallet, not just the water and air. The trend is changing the nature
of demand for services, equipment and consumables throughout the graphic arts supply chain.
>>

 Kodak

January 2008

January 2008

Kodak 

Toward a Greener Futurecont.

Its a time for companies large and small to redefine themselves

and work together to identify, analyze and act on information
relevant to the sustainability of print.

>> This is not a time for graphic arts companies to be complacent

or rest on their laurels, says Don Carli, a senior research fellow at the
Institute for Sustainable Communication, a nonprofit group in New
York that helps organizations reduce their greenhouse emissions. Its
a time for companies large and small to redefine themselves and work
together to identify, analyze and act on information relevant to the
sustainability of print.

Key trends shape new reality in paper market

A single page in a popular consumer magazine can represent as
much as seven tons of carbon dioxide emissions when supply-chain
factors associated with papermaking, printing, logistics, delivery,
disposal, and incineration of post-consumer and unsold media are
considered. In fact, the paper industry emits the fourth-highest level
of carbon dioxide among U.S. manufacturing sectors, according to
a recent study by the Energy Information Administration, a division of
the U.S. Department of Energy. The paper industry trails the chemical,
petroleum and coal products, and primary metals industries.
Everywhere on the globe, paper production makes great
demands on natural resources, which is why an increasing number
of firms worldwide are dedicated to creating products that use
raw materials responsibly, including recycled paper and pulp from
sustainably managed forests. These products allow customers to make
more responsible choices about the papers they use for annual reports
and other materials.

 Kodak

January 2008

Another trend: Business leaders are feeling growing pressure to

address sustainability by placing vendor qualification scorecards
and other verification provisions in their RFPs. For example, Time Inc.
announced in May 2007 that it would ask the companys paper
suppliers to reduce their greenhouse gas emissions by 20% by 2012.
Those who dont comply will lose business.
Consumers are more apt than ever to shift their purchase decisions
toward eco-friendly retailers and brands. According to a study of 5,600
consumers in nine countries released by Edelman in November 2007,
85% of consumers are willing to change the brands they buy or their
consumption habits to make tomorrows world a better place. Another
study from Grant Thornton LLP and Business Week Research Services
reports that 77% of executives say corporate responsibility to make
the environment safer will have a major impact on their business
strategies over the next few years.
Thats why many graphic arts companies are aiming to achieve
sustainability by reducing consumption, implementing recycling
programs, searching for alternative forms of energy and more. Also,
they know that reducing paper waste can have an immediate
positive effect on profitability: The cost of paper can account for 22%
of a printers sales revenue, according to the report Navigating Print
Markets in 2007-2008 from the Printing Industries of America/Graphic
Arts Technical Foundation. And paper often accounts for as much as
30% of an entire job.
A key challenge is that most firms are confused about how to
implement a successful sustainability program, notes Sabine Lenz,
founder of PaperSpecs, an independent online database designed
to help designers and print buyers make the best paper choices for
their projects.

Holistic approach means business

As George Milner ensured Mohawks compliance with
environmental laws early in his career, I discovered the best way to
address the issue was in a streamlined fashion, he says. Today, as
the firms vice president for Energy, Environmental and Government
Affairs, he understands a vital truth: Demonstrating respect for the
environment can literally mean business.
Sustainability makes sense from many different perspectives,
Milner says. It has helped our bottom line enormously. Not only
do we have financial opportunities created by getting in front of
environmentally aware customers, but our strategies also are designed
to minimize business risk, conserve costly resources and reduce waste.

A commitment to environmental sustainability makes for good mills in Europe, also gained similar certification from the European
corporate citizenship, which improves a companys relationship with
sustainability group Programme for the Endorsement of Forest
customers, investors, regulators and suppliers. Mohawk structured
Certification Systems.)
its environmental program around principles developed by the
Environmental considerations are increasingly important in
Coalition for Environmentally Responsible Economics (CERES) and used
our industry, and both chain-of-custody certifications underline our
environmental performance standards developed by the International objective of being recognized as a proactive organization thats
Organizations for Standardization (ISO). Environmental strategies
dedicated to sustainable development, says Berry Wiersum, CEO of
were integrated at all levels of business, including corporate policies,
SFPE. He says SFPEs eco-friendly strategy hinges on three interlinked
procurement, production and product design.
factorsprosperity (creating value from a renewable resource),
Like many other paper providers, Mohawk supports sustainable
people (employee diversity and insight) and the planet (actions taken
forestry through certification programs such as the Forest Stewardship in one part of the world impacts all others).
Council (FSC). To earn FSC certification, a product made with pulp or
paper must pass through a complete chain of custody from an FSCThe value of renewable energy
certified forest to an FSC-certified paper manufacturer, merchant and
Some companies go beyond complying with emissions-control
printer. In 2002, Mohawk Fine Papers was certified to manufacture FSC- caps and FSC standards, realizing that environmental stewardship is also
compliant grades of printing, writing, and label paper.
about wise use of energy resources. They calculate the total carbon
Today, the company continues to embrace environmental
impact of their operations, and offset the impact in a variety of ways.
stewardship. It now produces several papers with 100%
One way to reduce a carbon footprint is to purchase
postconsumer fiber, and several of its recycled products are
offset creditsguarantees that carbon-lowering actions such as
certified by Green Seal, a nonprofit organization devoted to
planting trees will take place to make up for greenhouse emissions.
environmental product certification and public education. In May
An offset credit represents one ton of greenhouse gas emission
2007, the company began making its premium paper lines (Strathmore reductions or avoided emissions. These credits are verified through
Writing, Strathmore Script, Beckett Concept and Beckett Expression)
two organizations: the European-based Gold Standard and the
carbon-neutral within its production process. Mohawk joined the U.S.
U.S.-based Environmental Resources Trust. The jury is still out on the
Environmental Protection Agency (EPA) Climate Leaders program effectiveness of offset creditsthe practice is coming under increasing
to develop formal greenhouse gas emission reduction goals. The scrutiny and skepticism in Europebut its a first step in the eco-friendly
company will augment its current purchase of 60 million wind power initiatives of paper and printing firms.
renewable energy credits (RECs) used as electric energy offsets, with
Printer Monroe Litho recently announced the purchase of wind
verified emissions reduction credits (VERs). The VERs offset all of the power to offset 100% of the electricity used at its Rochester, New York
thermal energy used in the production of the four paper grades.
headquarters through 2010. Over the next three years, the company
We have always taken a holistic approach to environmental will buy more than 6 million kilowatt-hours of RECs from Boulder,
management, says Tom OConnor Jr., Mohawks president and CEO.
Colorado-based Renewable Choice Energy, a leading green power
In an industry that is heavily dependent on water, energy and other
marketer. The move will avoid an estimated 3 million pounds of >>
natural resources, this commitment allows us
to be part of the solution, not the problem.
Leaders at Sappi Fine Paper Europe
(SFPE) feel the same way. The Brussels,
Major players in the graphic communication industry, including Kodak, have stepped forward to
Belgium-based division of Sappi, the worlds
sponsor The Business of Green Media conference at California Polytechnic State Universitys
leading producer of coated fine paper,
Graphic Communications Department.The event, produced by SustainCommWorld LLC, will
recently became the first paper entity in
provide practical, concrete advice and strategies for industry companies aiming to develop or
Europe to achieve a multi-site, cross-border
improve their eco-friendly practices. For details, visit sustaincommworld.com.
certification. (SFPE, which operates seven

Industry Leaders Sponsor Sustainability Conference

January 2008

Kodak 

Toward a Greener Futurecont.

Kodak Expert

A commitment to environmental
sustainability makes for
good corporate citizenship,
which improves a companys
relationship with customers, investors,
regulators and suppliers.
>> carbon dioxide pollution in 2007 alonethe equivalent of nearly
233 passenger cars a year, or the amount of electricity needed to
power an estimated 130 average American households annually.
The purchase qualified Monroe Litho for the U.S. Environmental
Protection Agencys Green Power Partnership, which works with
organizations to buy green power as a means to reduce the
environmental impacts associated with purchased electricity use.
The biggest misconception is we now have windmills on our
roof, says Tony Harris, the companys vice president of sales and
marketing. Instead, Monroe Litho buys whats called Renewable
Energy Certificates (RECs) from accredited production sources. Think
of it this way: If you took a bathtub and filled it with dirty water, and you
began to pour in a little clean water at a time, eventually youd have
clean water, Harris explains. Thats how a power grid works. You have
standard energy like coal that has driven the grid for a long time, and
now you have alternative sources like wind. When you buy RECs, that
energy goes into the grid and bad carbon comes out.
Harris equates going green to going on a diet: Seemingly small
decisions yield long-term success. Monroe Litho, which became FSCcertified in 2004, purchased approximately 85 tons of FSC printing
papers in 2006. The firm also produced more than 50 FSC-certified jobs
in 2006, and the company expected that number to double in 2007.
Monroe Lithos other eco-friendly moves include replacing a
blacktop parking lot with 8,400 square feet of open green space,
switching to reusable 55-gallon ink drums, incorporating citrus-based
solvents, a conscious reduction in paper usage, reduction in volatile
organic compound emissions (nearly 19% over the past several years),
recycling of fluorescent bulbs and used batteries, and recycling of
used aluminum printing plates.
A lot of companies are now interested in doing business with us
because of our environmental focus, Harris says. As more Fortune
500 firms become increasingly sustainable, our strategy is opening
doors that otherwise might be closed. He says Monroe Litho landed a
major account in 2007 with an automotive firm chiefly because of the
printers sustainability initiatives.
That story resonates with George Milner of Mohawk, who says
his firm gained business in 2003, after becoming the first U.S. paper
mill to use wind-generated electricity for manufacturing. The carbon

Make Your Own Future with Mass Customization

By Kevin Joyce
Chief Marketing Officer & Vice President
Graphic Communications Group

Personalized
media used to

noise that gets in the way of what they want to enjoy.

mean going running with

the power of online, handheld, broadcast and print

to set up personalized URLs on the web that are

a pair of headphones and

media in self concocted recipes that feed their

tied to print communications, and to build robust

a small AM/FM radio.

personal appetites. Thats what the founder of the

e-commerce models.

Not anymore. Now, you

popular technology news website CNet has found.

can hit the road carrying

According to the New York Times (Nov. 21, 2007),

for mass customization. Every day, thousands

hundreds of your own

Halsey Minor, who launched CNet with the belief

of people go to kodakgallery.com to upload and

favorite songs on a digital

that magazines were at the end of life, continued to

download photos, buy digital prints and order

device so small it can clip

find himself reading more than a 100 magazines a

everything from coffee mugs to calendars to photo

on your headband.

month, even as he created and consumed volumes

books featuring pictures they shot and selected.

Catching up on the days events along with

savings are equivalent to not driving 138 million miles in a passenger

car, or planting a 24,400 acre forest, he says. In October 2007, the
EPA recognized Mohawk for its commitment to the use of renewable
energy sources, naming it the Green Power Partner of the Year. The
award recognizes leading national green power purchasers for their
contribution to helping advance the development of the nations
green power market. l

can help you manage variable data and images,

The Kodak Gallery is helping to serve the need

of online content.

Most important, Kodak people are ready to

Like most of us, Minor couldnt give up the

news is still an option, but you can also quickly

enjoyment or convenience he got from holding a

marketplace, and not unlike the way consumers

program your DVR to capture the newscast for

magazine and flipping through the pages. So, he

pick and choose the content that is right for them

viewing when it is more convenient for you.

teamed up with the creators of a magazine about

help you decide what technologies and applications

photography that allows online visitors to select

help you explore the changing landscape in your

are right for your business.

longer limited to what you might find in a library or

the material that is ultimately published in a printed

bookstore. Today, you can browse on line to find

magazine. Users go to jpgmag.com and vote on

hold of the printing industry, still drives most of the

literally any title youre seeking and have it shipped

the pictures they want to see in a high-quality photo

volume and revenue of the global printing industry.

directly to your door in a matter of days without

magazine that is available on newsstands, and six

It will continue to be that way for as long as most

ever having stepped out of your house.

times a year by paid subscription. Together, theyve

of the experts can foresee. Print has a unique and

created a new web publishing venture built entirely

powerful ability to cost efficiently deliver information

love. I ordered M&M candies a few weeks back with

around the powerful convergence of the internet

and entertainment to millions and millions of people.

personalized messages to give as gifts to friends.

and print communications and the insatiable

Now, we can even custom print the foods we

Visit graphics.kodak.com/gogreen for the Top 10 Sustainability

Strategies. These examples can help you and your customers
meet your green business objectives through sustainable print.
Youll also find Kodaks 2006 Sustainability Report on the site.

materials. Kodak also offers software solutions that

millions of other people on the nightly television

Our choices of reading materials are no

Go Online for Links

In this new world, consumers are exploiting

Weve entered an entirely new era of what I

like to call mass customization. Never before have
so many people had the ability to personalize the

Mass communication, the traditional strong

New media technologies now mean

desire of todays media consumers to customize

that among those millions there are hundreds

the content they receive.

of thousands of people who will sculpt the

Kodak is helping usher in this new world,

information they receive in all forms of media.

media, and so many other items they consume

providing technologies and expertise for print

Print service providers have the opportunity to

(consider the almost endless drink customizations

service providers to capitalize on new cross

build their business strategies to capitalize on the

you hear ordered at Starbucks). With relative ease,

platform opportunities. Of course, Kodaks new

opportunities that personalized media creates.

the masses can select only the information and

digital inkjet and electrophotographic output

entertainment they choose while filtering out the

solutions allow the ability to print one-to-one

Mass customization is the new frontier, and

Kodak is ready to go there with you. l

To learn more about solutions from Kodak,

visit graphics.Kodak.com
Or in North America, call + 1-866-563-2533

10 Kodak January 2008

January 2008 Kodak 11

What is print?

here

Its how we communicate. How enterprises are enabled and individuals influenced.
Here, there, and everywhere. Kodak provides answers for a dynamic, diverse marketplace.
See for yourself at Drupa. Kodak solutions are here. Print is powerful.

aqu
ici

aqu
here

here

ici
qui

hier

aqu

hier
here

hir

here

See the power of Kodak innovation at Drupa, Hall 5.

Kodak, 2008. Kodak is a trademark.

here

Visit kodak.com/go/drupa

Prints New Power Tool

Printambassador.com Helps Firm Promote
Print to Hardware Client

Printambassador.com showcases
prints importance, and no matter
how long youve been in the industry,
its nice to have a portal that
promotes that message.

By Darin Painter

roduct managers at Newell Rubbermaid Inc.s IRWIN

Industrial Tools Division needed a compelling way to
promote its new hardware items. They met to discuss
possible campaigns that would extol the virtues of
propane torches, circular saw blades and wrenches with
fast-locking jaws.
These people knew about power tools.
They would soon discover the power of print.
IRWINs leaders turned to Baltimore, Maryland-based Webb/Mason,
one of the United States fastest-growing print and brand management
firms, for creative marketing suggestions. Webb/Mason had recently
created a customized system for IRWIN that enabled the tool maker to
manage all its brand materials online, and also had installed an electronic
proofing software system that streamlined IRWINs job-approval process.

With those technology successes in mind, some product managers

assumed Webb/Mason would recommend new-media vehicles such
as podcasts and personalized URLs. Instead, Scott Cottrill, founder of
Webb/Masons Charlotte, North Carolina office, shared some simple
advice: Start with print.
Its easy to take for granted the impact of printing when
developing a product launch or new campaign, he says. Actually,
theres no better place to begin, even when the plan is to combine
print with other forms of communication.
To help his client appreciate prints value, Cottrill visited
printambassador.com and downloaded Why Print? The Top Ten Ways
Print Helps You Prosper. This 24-page brochure was developed by
The Print Council, a Washington, D.C.-based business development
alliance dedicated to promoting the greater use of print media. >>

Prints Benefits
Kodaks printambassador.com website includes research that explains prints unique advantages. Heres a
quick rundown:
Portable Print. Long after their PDA batteries are drained, people will still be reading what you send
them in print. You can fold print, stuff it, clip it, even scratch-and-sniff it. Print can be carried and
consumed anywhere, at anytime.
Print is Personal. Personalized magazine bingo cards let readers send for more information with quick check-offs. Firms can combine
media and use a direct mail campaign to drive prospects to a personalized website where they can describe their aspirations and
expectations.
Print Drives Business. Online consumers who received a printed catalog from any given retailer were nearly twice as likely to make an
online purchase at that retailers website, according to a comScore survey of 6,400 online shoppers. Consumers seek print when theyre
ready to buy.

Kodak launched printambassador.com in July 2007 to promote the

many benefits of using print to reach consumers with highly targeted,
relevant messages. The informative website provides visitors with market
research, customer testimonials, return on investment studies, examples
of highly successful print campaigns, a list of print industry events and
more. Two popular PDFs are Trends in Print Buying Survey Results,
research from PrintBuyersOnline.com that assesses print buying trends,
and a report on the impact of one-to-one marketing called Whats in
the Mailbox? Also, a section called Find a Printer connects marketers
with local U.S. print providers that meet their print production needs.
Cottrill says two points he found in the Why Print? brochure
resonated with IRWINs leaders. The first was that print drives a higher
return on investment. According to research by the Direct Marketing
Association and the Wharton Economic Forecasting Associates, U.S.
advertisers spend $167 per person in direct mail marketing to earn
$2,095 worth of goods per person, scoring a return on investment of
13:1. The second point was that print is personal. Using variable data
printing and one-to-one marketing techniques, firms can deliver highly
personalized messages.
The campaign Webb/Mason developed for IRWIN included
posters, brochures, forms, large-format printing, labels, digital printing,
binders and more. Webb/Mason provides its client with access to
online images of those items, and the system delivers on-screen proofs
of variable print applications such as point-of-purchase displays and
in-store signage. (Webb/Mason also warehouses and distributes all
of IRWINs printed items from its warehouse and fulfillment centers,
which make thousands of shipments each quarter to the tool makers
retailers, including The Home Depot and Lowes.)
After the first year of partnering with Webb/Mason, IRWIN enjoyed

savings of more than 15% on its print management program, including

labor, fulfillment and printing costs. And the print campaign kick-started
by printambassador.com was a complete success, Cottrill says.
Printambassador.com showcases prints importance, and no
matter how long youve been in the industry, its nice to have a portal
that promotes that message, he says. l

Out of Site
Printambassador.com
recently received an
honor for communications
excellence from The
League of American
Communications
Professionals (LACP).
The site received a
Bronze Award in the Web:
Web/Intranet Site category in LACPs 2007 Spotlight Awards, an
international print, video and web competition. It ranked 36th out
of 904 entries. A field of communications professionals affiliated
with LACP judged the competition. Scoring was based on first
impression, narrative content quality, visual content quality,
message clarity and message relevance.

Source: The Print Council

For more, visit www.printambassador.com

14 Kodak January 2008

January 2008 Kodak 15

Kodaks
Award-Winning Scanners
When contemplating the purchase of a document scanner, keep in mind an old adage: Youre known by the company you keep. In 2007, multiple
Kodak Scanners were recognized by document imaging industry organizations for their excellence in driving efficiencies. Heres a rundown:

The Electronic Antidote

What began as a mission to make room in a hospitals archives
department became an enterprise-wide document solution.

The Kodak i1860 Scanner won a Government Computer News Best Of Show award at FOSE,

By Darin Painter

the U.S. governments largest gathering of information technology professionals, held in Washington,
D.C. The companys fastest production scanner (up to 200 pages per minute) includes an intuitive color
touch-screen display that simplifies on-the-fly performance and puts numerous controls at the operators
fingertips. The scanner also won the Readers Choice Award in the production scanning category (greater
than 90 pages per minute) at the 2007 AIIM Conference & Exposition in Boston.

The Kodak Scan Station 100, the firms trailblazing network scanner, earned a Stevie Award
in the Best New Product or Service Category at the 2007 American Business Awards, and was cited
as a spring 2007 pick in the Buyers Laboratory Inc. inaugural review of network sheet-fed workgroup
scanners. The Scan Station 100 exemplifies Kodaks legacy of delivering innovative, customer-focused
products to businesses, said Michael Gallagher, president of the Stevie Awards.

teaching hospital in Levis, near Quebec City in Quebec,

Canada, has 343 beds and 2,043 employees, including 200
physicians. Problem was, it didnt have any room.
The Medical Records department at the hospital, Centre
Hospitalier Affili Universitaire Htel- Dieu Lvis (CHAUHDL),
was running out of available space. We needed to add
patient charts without building additional square footage, says Andr Lavoie,
Director of Hospital Services. As we evaluated electronic storage systems, we
realized wed gain a bigger return on our investment by purchasing a longterm solution to evolve with our growing demands for accessing patient charts
anytime and anywhere.

File retention restricted access

The Kodak i1200 and i1300 Series Scanners earned Editors Choice
designations in the Better Buys for Business 2007 Scan-to-File Guide. The Kodak
i1320 Scanner took mid-volume scanner honors (40 to 90 pages per minute) in the
2007 AIIM Readers Choice Awards.

The Kodak i1410/i1420/i1440 Scanners, launched in 2007, were recognized with Editors
Choice designations in the Better Buys For Business 2007 Scan-to-File Guide. The high-end,
Energy Star-compliant office desktop models are designed to handle from 3,000 to 10,000
documents daily, and offer up to 600 dpi optical resolution.

After CHAUHDL decided to transition to an electronic chart storage

system, the failures of its paper-based system became obvious. One big
problem: When a physician obtained a patient file, he or she kept it, meaning
no one else could access the chart while it was in the doctors possession.
Often, another specialist would be treating the same patient at the same time
and therefore would lack access to the chart. This delayed treatment and
hampered optimized medical care.
Another problem with storing information on paper was the amount of
labor, time and space required to retrieve information and put it back in its
proper place.
We retrieve 1,000 patient charts a day, says Chantal Lafrenire, head
of the Medical Records Department at CHAUHDL. Our archivists had to find
the files, process them, and return the folders to their proper place. When you
receive 1,000 requests a day, that adds up to a lot of time and labor.

From paper to electronic storage

CHAUHDL sought an electronic storage solution that would enable the
sharing of patient files with the click of a button, and found an ideal system
developed jointly by electronics health records provider Purkinje and >>

>> SITUATION

Centre Hospitalier Affili Universitaire Htel-Dieu Lvis

(CHAUHDL) ran out of space for patient charts in its
Medical Records area.

>> OBJECTIVE

CHAUHDL aimed to implement a long-term solution

that went beyond solving the space problem, so it
could enhance access to patient files for all users at
the same time.

>> SOLUTION

The system involves two Kodak i660 Scanners, one

Kodak i620 Scanner, Kodak Capture Software, Trigonix
document scanning services and the Purkinje|Dossier
Electronic Health Record (EHR) solution software.

For more Energy Star compliant Scanners,

go to www.kodak.com/go/energystar

16 Kodak January 2008

January 2008 Kodak 17

The Electronic Antidotecont.

>> document scanning specialist Trigonix, both of which are based

in Montreal. Purkinje provided e-Documents (scan + view) and Lab
and Imaging Results software that allows healthcare professionals to
view the patient files and results from anywhere in the hospital. And
Trigonixs first-rate professional scanning services include rigorous
quality-assurance controls that are reflected in its ISO 9001:2000
accreditation.
CHAUHDL also selected two Kodak i660 Scanners, one Kodak i620
Scanner, Kodak Capture Software, and Purkinje|Dossiers Electronic
Health Record solution software.
With the backlog of files they had to scan, we felt it would be
most efficient to scan the files based on request, says Denis Asselin of
Trigonix, an authorized reseller of Kodak Scanners. They scan the charts
for those patients who have appointments in the next two days. The
system has to be reliable and efficient. There cant be mistakes or poor
quality because the records have to be in the system accurately
by the afternoon.
CHAUHDL uses the Kodak i660 Scanner to scan large batches of
patient files each morning. It uses the Kodak i620 Scanner to update
and add information results, notes, reports, forms to alreadyscanned patient records on a day-to-day basis.

Immediate accuracy and quality

CHAUHDL relies on the multi-feed detection feature of its Kodak
Scanners to ensure that physicians see every page in a patients file
when they view records on screen. Nothing can be missing, Asselin
says of his customers application. When the records are scanned,
they need to scan 100% of the pages.
For the multi-feed detection features, Kodak Scanners have
three sensors that alert the scanning operator when pages are stuck

together, a corner is folded, or any other situation that might cause

information to be missed. The scanning operator receives the alert,
fixes the problem, and continues scanning the patient chart.
CHAUHDL relies on its scanners to scan documents completely,
without fail, Asselin says. There is no other option. They destroy the
paper documents after they are scanned, so they must be certain
theyve scanned all the information.
How can CHAUHDL get away with destroying original health
records? The answer is Kodaks quality and color. Color scans from the
Kodak Scanners are considered exact replicas of the original documents
and meet all requirements from a legal perspective. Furthermore, the
scanning process within the hospital is certified by Quebecs National
Archives before the records can be destroyed.

Easy access for end users

The value of the Kodak Scanners is apparent when physicians
use the Purkinje|Dossier Electronic Health Record software to get
instant access to critical medical information. Everything about each
patients health record is stored in one place in the database, and
results can be viewed on screen immediately.
Weve had training sessions as quick as 10 minutes and as long as
an hour, says Sonia Mokbel, Director of Marketing for Purkinje. In every
case, the doctors have been up-and-running within 60 minutes.
Each authorized hospital employee uses a personal setting to find
files from any computer within the network. The file-retention problem has

Kodak is an Energy Star Partner

Kodak has invested significant resources and funding
to reduce energy waste. It recently established a new
Responsible Growth goal to reduce energy usage by 20%
worldwide. The firms energy team, working together
with personnel in manufacturing operations, is implementing a strategic energymanagement plan that already has saved more than $8.5 million in operating
costs and enough energy to operate all of its plants worldwide for a full month.
The team also has reduced carbon dioxide emissions equivalent to planting
216,000 acres of trees.

The electronic prescriptions provide evidence-based

decision support with its drug and allergy interactions.
The electronic health record also enables care providers
to quickly document the encounter so all the patient
information is easily accessible in one place.

Full patient records at your fingertips

Previously, CHAUHDL physicians kept medical

records in their possession and carried the charts to
various offices and treatment facilities. One patients
file was so large it included more than 8,000 pages and
occupied one-and-a-half archive boxes. The treating
Kodak also produces and sells multiple product lines, including copiers, printers
physician had to carry the tome with him to different
and scanners for the home-office market, that are compliant with Energy Star,
treatment and surgical facilities. Now, the doctor can
a joint program of the U.S. Environmental Protection Agency and the U.S.
quickly refer to the entire 8,000-page patient record on
Department of Energy. The program helps businesses and citizens protect the
screen from any office within the hospital system.
environment through energy-efficient products and practices. With the help of
The new system also makes life easier for CHAUHDLs
Energy Star, Americans avoided greenhouse gas emissions equivalent to those
archivists.
In the past, when the files were returned, they
from 25 million automobiles - up from 23 million in 2005 - while saving $14 billion
had
to
get
the doctor to sign off, in person, on certain
on their energy bills.
documents before putting the medical chart back in
Kodak has received three Energy Star awards since 2003 - one for corporate
its proper place. Thats a lot of steps, all of which have
commitment, and two for excellence in energy management.
been eliminated with the solution featuring scanners
from Kodak. Now the doctor reviews and signs off on
been eliminated, and numerous medical professionals can access the files, on screen, at their convenience without making a trip to the
same patient file from an unlimited number of locations simultaneously.
Medical Records department.
Purkinje|Dossier software is unique in that it allows physicians to
view electronic health records and also incorporate PDF files that can
Instant access during emergencies
be annotated and indexed, explains Lucian Jeglinschi, Purkinjes Vice
Prior to implementing the new system, finding and pulling critical
President of Project Management. Lab and imaging results as well as
files for CHAUHDLs Emergency Room patients took 15 minutes on
transcription reports are received directly into the software via Health average. In many emergency situations, doctors cant wait that long
Level 7 messages. They are automatically delivered to both the patient
to administer treatment. So the Emergency Room doctors treated
file and also each treating physicians inbox, instantly. No more lost
patients before they even received the patients medical records.
files. No more waiting for critical information.
Now, Emergency Room doctors see patient files on screen within
Healthcare professionals can view the results in three different ways seconds of when a patient is admitted. This instant information can save
(reports, tables and graphs) depending on their preferences and needs. lives by alerting doctors to lethal drug interactions and allergies. l

CHAUHDL relies on the multi-feed detection feature of its Kodak Scanners

to ensure that physicians see every page in a patients file
when they view records on screen.

18 Kodak January 2008

January 2008 Kodak 19

Making a
Better Impression
Literally
ONeil Printing uses a fictional character (Mr. Cato)
in its progressive marketing strategy to communicate the value
of Kodak Staccato Screening Technology.
By Darin Painter

Neil Printing has a long-standing tradition of producing high-quality,

innovative solutions for its customers. The Phoenix, Arizona-based printer
will celebrate its 100th anniversary with a gala on March 27, and the
event will feature dedicated employees who make ONeil Printing
renowned in the graphic communications industry.
The star of the event, however, will be a three-year-old with a large
left eye, a funny-looking tongue and an orange belly button.
The little guy seems to be everywhere, says Anthony Narducci, president of ONeil
Printing. If you take a walk around our office, hell smile at you from desks and look down
at you from posters. I guess he sets the tone around here.
More importantly, he enables the companys salespeople to talk about tone.

The advantages of stochastic screening

Mr. Cato (pronounced kah-tow) is an abbreviation for S taccato , Kodaks
trademarked brand of stochastic screening. The technology produces high fidelity,
continuous tone images that exhibit precise detail, creating a photographic experience thats free of visible printing artifacts
such as subject moir and rosettes. Stochastic screening eliminates gray-level limitations and abrupt jumps in tone, while
improving color and halftone stability. The result is ultra-high quality color printing. (See sidebar.)
In conventional printing, images are printed using grid-like screens that separate the image into evenly spaced dots that are
larger in size in the darker areas and smaller in size in the lighter areas. In four-color process printing, separate screens are used to
reproduce each of the four colors (black, cyan, magenta and yellow).
In stochastic screening (also called Frequency Modulation or FM screening), images are printed by small (10, 20 or 25
micron), same-sized dots spread randomly throughout the image area. The dots arent equally spaced lighter areas have few
dots, and darker areas have more and their dot density varies, creating an image thats closer to continuous tone.

20 Kodak January 2008

When stochastic technology was first introduced, it seemed

interesting to many printing firms, but wasnt widely adopted. Many
conventional plates and proofing systems had a problem reproducing
dots that small, and high-quality inkjet proofers were just entering the
market. The advent of computer-to-plate technology and improved
screening software helped to eliminate those issues. Today, the
process is mostly used for high-end color jobs that require fine detail,
though applications are wide-ranging. For example, about 80% of the
Yellow Pages directories printed in the United States and Canada are
produced with stochastic screening.

A unique way to showcase

Staccato Screening Technology
Embodying its motto, Traditionally Innovative, ONeil Printing
continually looks for opportunities to distinguish itself from competitors.
Interested in gaining better color control while offering the highest quality
printing possible, Narducci learned about the benefits of stochastic
screening and in 2005, chose the 20 micron version of the Kodak Staccato
Screening Technology.
You dont just invest in this new process without a sound overall
strategy, Narducci says. Adopting a new technology like this required
us to change or retool our entire process, from prepress to finishing,
including proofing and color control. He says a key reason his firms
transition was smooth is because it uses the fully integrated Kodak Prinergy
Connect Workflow System.
Narducci decided the best way to showcase ONeil Printings
new capability was to start conversations. We wanted to talk to our

Technology Worth Taking a Loupe At

Kodak Staccato Screening Technology eliminates gray-level limitations
and abrupt jumps in tone, while improving color and halftone stability.
It also reduces image degradation due to press misregistration.
Leveraging a 10,000 DPI laser, Kodak Squarespot Imaging Technology
delivers the resolution Staccato Screening Technology requires to
reproduce very fine screens in a reliable and practical manner for
routine daily print production. Staccato Screening Technology is also
available with six additional extended screen patterns to support the
Kodak Spotless Printing Solution.
For more, visit graphics.kodak.com/staccato

customers and prospects

about the new screening
process wed be using
versus the conventional method, but getting to that point in a sales
discussion can be difficult, he says. We decided to create something
that current and potential clients couldnt not talk about.
ONeil Printing turned to Rule29, a Geneva, Illinois-based marketing
firm that offers branding, packaging, web development and other
creative services. Rule29, which had helped the printer with a recent
branding campaign, developed the idea of creating a fictional
character with a narrative story that customers could read online and in
promotional pieces. The little blue Mr. Cato was born.
ONeil Printing wanted to change the perception among their
potential client base about what the company could offer, says Justin
Ahrens, principal of Rule29. Theyre advocates for their clients, and
theyre open to new ways of communicating with them.
Heres the storys gist: After hearing a voice encourage him to
discover the one gift that truly makes him special, Mr. Cato travels the
world trying to find his It. After meeting interesting people but struggling
to find the answer, he eventually realizes that his gift is the music he
creates. (Visit www.oneilprint.com/cato to read the story by writer/
designer Terry Marks and view photographs of Mr. Catos search taken
by collaborator Brian MacDonald.)
Our salespeople pass out clay versions of Mr. Cato to potential
clients as a way to start the Staccato Screening conversation, Narducci
says. The fictional character also appears in playful promotional kits
produced using the stochastic process, of course that includes a primer
on the technologys benefits and a packaged CD of Mr. Catos favorite
songs (developed by one of Rule29s partners, IV Music). The piece is
produced on uncoated paper from Neenah Printing Inc., showcasing
how Kodak Staccato Screening Technology produces top quality detail on
a wide range of stocks.
Mr. Cato also has appeared on water bottle labels, flip books, memo
pads, trade show banners, T-shirts, margarita glasses and many other
products promoting ONeil Printing. The character has become a visual
identity for us, Narducci says. Thanks to the icon, were better able to
talk about the technology and how it can impact our customers.
Rule29 is working on the next version of the Mr. Cato campaign,
a back-story about the characters early life that will highlight the
importance of branding. Weve been able to spread the good news
about Staccato Screening Technology, so we hope the evolution of the
campaign will create another great impression, Narducci says. l

January 2008 Kodak 21

Drupa 2008 Preview:

New Inkjet Solutions
Make Their Mark
Kodak is set to make its mark at one of the worlds largest print shows. The company will launch the
Kodak Versamark VL2000 Printing System at Drupa 2008 in Dusseldorf, Germany.
The latest expansion of Kodak Versamark V-Series Printing Systems will bring higher resolution to Kodaks inkjet line
and provide an affordable solution for the mid-volume range of bill and statement producers.
The Versamark VL2000 printing system targets data centers producing 1 million or more transactional, promotional and
TransPromo documents monthly, and operates at maximum production capacity of
1,090 A4 (letter-sized) impressions per minute.

he printing system employs drop on demand print technology with image resolution of 600 dpi and
eliminates the redundant process of printing full color shells for transactional statements and bills,
reducing cost and production time. Low operational costs make this system particularly economical for
applications such as multipage financial statements, credit card bills and telecommunications invoices.

It requires a low level of operator involvement due to advancements in the user interface and system design.
Also, Kodak will demonstrate a full color, high-speed digital press at Drupa 2008 using Kodak Stream
Inkjet Technology. It will be the first technology demonstration of continuous inkjets next generation. With
resolution that exceeds 600 dpi, small ink droplet size, high accuracy of drop placement, and production
speeds that exceed 500 fpm, the digital press will show how continuous inkjet can reach offset class in
terms of quality, productivity and cost for commercial applications.
Continuous inkjet technology is now moving into new markets, as more commercial printers consider the advantages of digital printing. Stream Inkjet Technology
enables commercial printers to print digital applications formerly produced only on offset presses, with the added value of digital print: fast turnaround, variable data,
personalized communications, versioning and short run economics.
Stream Inkjet Technology will also leverage Kodaks developments in ink and media. With these technologies, the firm will offer printers pigment-based inks that
provide outstanding color saturation and permanence. Stream Inkjet Technology will demonstrate the image quality required for a broad range of applications with
capacity that printers need.
Printers using full color continuous inkjet technology have formerly been limited to printing on uncoated paper stock with dye water-based inks or higher cost
inkjet coated substrates. Stream Inkjet Technology enables a greater breadth of products to be produced with more coated and uncoated substrates.

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For more visit kodak.com/go/drupa or www.drupa.com

22 Kodak

Eastman Kodak Company

343 State Street
Rochester, NY 14650-0956