Craft makes a comeback

Where does letterpress technology fits in today’s industry? For decades, the answer would have been: in the office reception, beside the sign-in book, in front of a wall of framed awards. But ageing platens and presses are once again proving they deserve a spot on the pressroom floor.

Yes, the machines are temperamental antiques. Sure, the makeready process is excruciatingly slow. Of course the wastage is monumental. But at a time when late-model Speedmasters can be spending too much time sitting idle at some commercial print shops, many an ancient Heidelberg Windmill is whirring away somewhere, churning out lucrative work. 

Many view digital printing as the future for any products that aren’t replaced by electronic communications. That’s a sound argument, but for some projects, people want print that looks and feels like print.