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With the Print Show coming in September many people will be traveling to Chicago to look for digital solutions for their printing requirements.

Publishers are pushing printing companies into digital solutions with the understanding that Digital will provide short turn arounds & a more economically produced product for the short run market.

But what is short run?

For a printer accustomed to printing 50,000 or more a short run could be less than say 20,000, however a niche printer  may well be accustomed to printing 1,000 or less so their  interpretation of a short run may be less than 500.

Obviously the term "short run" is open to interpretation so lets look at the pro's & con's of digital vs offset.