Before the Box
"The converter [then] has two choices," says Tralau. "He can make it very cost effective and run the 50 million in January and deliver from stock. But what happens if the brand owner changes the text or color in July? Then half of the stock is wasted."
Tralau says the other major element in the short-run sector is variable data. When constructing folding cartons for the pharmaceutical industry, for example, the boxes may contain the same product, but each one may need to have different information printed on it.
Cory Francer is an Analyst with NAPCO Research, where he leads the team’s coverage of the dynamic and growing packaging market. Cory also is the former editor-in-chief of Packaging Impressions and is still an active contributor to its print magazines, blogs, and events. With a decade of experience as a professional journalist and editor, Cory brings an eye for storytelling to his packaging research, providing compelling insight into the industry's most pressing business issues. He is an active participant in many of the industry's associations and has played an essential role in the development of the annual Digital Packaging Summit. Cory can be reached at cfrancer@napco.com
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