by Cassandra Balentine
Catalogs are seeing a resurgence as the capabilities of digital print and finishing technologies add value and potential. This useful application is printed, collated, folded, and bound with saddle-stitching, perfecting binding, wire or spiral binding, and may even feature finishing touches like UV spot coating or foil stamping.
Above: Morgana’s PowerSquare style binders are able to deliver finished books of up to 224 pages.
Inherently, digital printing improves the value of the traditional catalogs with the ability to cost-effectively produce shorter, more targeted versions that feature customization, interactivity, and in some cases, eco-friendly materials. The latest in digital production presses, supporting finishing, and workflow tools make this type of application easier and more cost effective than ever to produce.
Digital print technologies are transformative for catalog production, enabling shorter runs, faster turnaround times, and unparalleled customization. “Businesses can produce niche, personalized catalogs that resonate with their target audiences. Additionally, digital printing makes it cost effective to produce smaller quantities, opening up opportunities for businesses of all sizes to leverage catalogs as a marketing tool,” suggests Raquel Caruso, marketing manager, Muller Martini.
Catalog applications benefit from advancement in digital and inkjet print technology, agrees Don Dubuque, director of marketing, Standard Finishing Systems. “Recently, we’ve seen leading print manufacturers introduce a new generation of inkjet printers that further close the gap with offset printing in terms of quality and support for a wider range of formats and substrates. Finishing manufacturers have also stepped up their game with equipment that pairs up well with these new printers. This is great news for catalog customers looking to reduce costs without sacrificing quality, environmental responsibility, or the flexibility to test more layouts, designs, and customization options to capture the attention of distracted consumers. Expect to see more catalog applications produced digitally as this new generation of print and finishing equipment continues to be installed on production floors.”
A Growing Digital Application
The shift to digital printing offers catalog producers agility, improved turnaround times, personalization, reduced waste, and an enhanced customer experience.
The demand for personalized, data-driven marketing materials is on the rise, and catalogs are no exception. The flexibility and efficiency of digital print make it ideal for producing customized catalogs that cater to specific customer segments. A representative from Xeikon feels that this trend is particularly evident in ecommerce, where businesses leverage personalized catalogs to enhance customer engagement and drive sales.
“The resurgence of catalogs as a marketing medium is evident, particularly in digital print environments. In today’s digital-first world, catalogs offer a tangible, personalized experience that connects with customers on a deeper level. As ecommerce continues to expand, catalogs serve as a complementary tool, driving engagement and conversions,” adds Caruso.
“If you can mail a potential customer the latest information on products that you know they are interested in it makes all kinds of sense. The biggest desire is, of course, a sale, but you are also appealing to the ‘green’ lobby with reduced paper, less physical product to mail, and more purposeful, targeted print,” comments Ray Hillhouse, VP sales & marketing, the Plockmatic Group Offline Business Unit.
Pallippuram Sajith, managing director, Bindwel Technologies, India, agrees, noting that with digital printing, brands create area-specific messaging, adapt content frequently, and produce limited batches without waste. “This shift demands finishing systems that match digital print in agility.”
As brands move toward targeted, data-driven marketing, Jean-Baptiste Bardinet, commercial market director, Landa Digital Printing, says personalized and localized catalogs are becoming more relevant than ever. “Digital print, with its flexibility and responsiveness, is perfectly suited for this evolution.”
Improved turnaround times are another benefit of digital print and finishing in the catalog space. Sajith points out that in India, where catalogs are more commonly distributed as handouts, newspaper inserts, or in-store leaflets—rather than mailed—there’s a growing need for cost-effective and quick-turnaround solutions that still offer the premium feel of a high-end product and new machines support that balance. “Digital print has opened up new possibilities in the Indian market—especially for regional brands, local retailers, and niche product sellers. While traditional direct mail catalogs are not common here, there is high demand for hyper-localized catalogs and promotional booklets that accompany newspapers or are distributed in stores.”
There is some work to be done to ensure the success of these solutions. Hillhouse cautions that producing targeted catalog mailings do require one additional item to create the perfect solution—data. “And not any data. Good data needs to be current—sieved for dead, divorced, and change-of-address issues. The level of detail may also vary. Does the data provided need to include product purchase information, or more family and lifestyle information? If so, there may be legal issues to consult and abide by in any given territory. These need thorough investigation before deciding which binding style to invest in.”
Stepping Up with Automation
With the help of automation, catalog production is modernized with streamlined workflows, error reduction, scalability, and integration.
Automation is essential for the future of short-run catalog production, especially in markets where run lengths are low but job variety is high. “Automation ensures speed, accuracy, and minimal reliance on skilled operators,” states Sajith.
The latest digital print and finishing equipment solutions are equipped with automation. “From prepress to finishing, automated solutions reduce manual intervention, minimize errors, and enhance production speed. For example, Muller Martini’s Connex Workflow System ensures seamless integration across all stages of production, enabling real-time monitoring and adjustments for consistent quality and output,” offers Caruso.
Hillhouse points out that automation is likely to play a critical role in all print production, and inline finishing might be a major part of that for catalog production. “Downstream of post-press, automation will already have played a big part in the sifting of data, the preparation of that data, and the presentation of the information within the printing of the page. In finishing, the use of quick response (QR) codes, or similar technologies, can help to direct the specific job into one particular production channel.”
Dubuque believes shorter catalog runs mean more job turnover. “On legacy finishing machines, more job turnover means more downtime and less throughput as operators manually switch from one job to the next.
Automation nearly eliminates that downtime, allowing print service providers (PSPs) to process more catalog applications more efficiently and in a shorter amount of time than ever before. Automation optimized by artificial intelligence (AI) will also continue to play a larger role in catalog production, as PSPs will use AI to analyze large amounts of data for more dynamic and effective targeting for customized catalogs with the ultimate goal of driving customer behavior.”
Bardinet believes automation is a cornerstone of next-generation catalog production. “At Landa, we collaborate with a range of global and regional workflow providers to offer end-to-end automation—from job onboarding to print execution and finishing. Beyond MultiPress, we integrate with systems such as Kodak and Esko in Europe, as well as EFI and Avanti in North America. This broad connectivity minimizes manual intervention, reduces errors, and allows PSPs to scale efficiently while maintaining consistent quality. In a segment like catalogs—where high volume meets high variability—automation delivers both speed and profitability.”
On the Horizon
Over the past several years, Dubuque points out that some consumer-facing companies have phased out their print catalogs in favor of digital campaigns to save money. However, some marquee brands are reintroducing their print catalogs in combination with digital campaigns. “This suggests that there is a resurgent demand for print from consumers, much like we’re seeing in the book manufacturing space, and these combination print/digital campaigns enhance customer engagement and drive sales. And, because the catalog runs are more limited, brands can experiment with different formats and different substrates that make the catalog more memorable. With cost savings from automation in both printing and finishing as well as the cost savings from digital printing, even non-luxury brands are starting to experiment in this way.”
Trends in this space include hyper personalization, interactive elements, sustainable materials, integration with ecommerce, and enhanced finishing.
Caruso agrees, pointing out that catalogs are designed to complement digital campaigns, often featuring QR codes or augmented reality elements to bridge the gap between print and digital.
Bardinet sees a shift toward shorter, more targeted runs with premium finishes and personalized content. “Brands are rediscovering the power of print as a tactile, emotionally engaging medium—particularly in luxury, travel, and high-end retail sectors. At the same time, sustainability is becoming a key differentiator. With water-based inks, recyclable substrates, and less waste, Nanography is helping our customers meet these new expectations. We also expect continued growth in digital embellishment and data-driven catalog campaigns that blur the line between print and digital experience.”
When it comes to finishing, Hillhouse sees a lot of catalog production switching to inline finishing, especially personalized products. “There are a lot of targeted shorter runs of catalogs being printed and finished inline. Longer runs are still “being produced, but these tend to be printed lithographically, and therefore offline,” he shares.
“As catalogs evolve from being just sales tools to brand-building pieces, finishing technology must evolve to deliver flexibility, speed, and a premium tactile experience—even in small batches,” notes Sajith.
In Summary
Catalog production is suited for many industries. From fashion to home goods and travel, businesses are able to leverage the latest in print and finishing technologies to produce custom catalogs that enhance customer engagement and drive sales. “These personalized catalogs have proven to be effective tools for building brand loyalty and achieving marketing objectives,” states Caruso.
Sajith adds that digital print technologies allow for localized printing closer to distribution points. “When you combine this with fast, automated finishing, you get catalogs that are short run, high quality, and immediately deployable—a powerful tool for modern marketers in both developed and developing markets.”
Jul2025, DPS Magazine
