In today’s constantly evolving market, using standard marketing methods are no longer as effective as they once were. Advertising now involves shock value and dynamic thought - changing, personalizing and customizing. With the advent of Short Run Printing with such presses as the Xeikon 5000, it is possible to print for a market, rather than finding a market to print for. All this means is that smaller quantities can be printed for a much cheaper price than ever before, allowing marketing and advertising adgencies to adjust their strategies and print for a specific market. Customizing your advertising strategies for specific markets makes it easier and more cost effective to target your wanted demographic group.Currently there are a host of digital presses that can handle short run printing. By “short run” I mean less than 250. The HP Indigo is one such machine, having a max sheet size of about 12 x 18, the image area is slightly less. Another big player in the short run digital market is Punch Graphix with their Xeikon 5000. This is a web fed press with a paper width of about 19.7″ and unlimited length. Again the image area is slightly less, but the ability to print any length has put this press into its own niche. The only other equipment capable of this kind of length are large format printers, or inkjet machines. With a general cost of about $10 a square foot, the Xeikon 5000 beats these machines hands down - over price, speed and quality.