A local Government contract has spurred Apple Litho (Bristol) to invest in a Heidelberg Linoprint C901 digital press.

Already armed with ￡2m of litho kit, this quality colour printer wanted to offer its customers an additional service for very short run and variable data printing contracts.

"We explored the market and looked at equipment available but Heidelberg offered a competitive price without any of the smoke and mirrors on running costs," says Louis Bracey, managing director and founder of the 33 year old company.

"We needed a machine that was beyond the basic ￡40,000 type system but we didn't require the very high end ￡400,000 plus line either. With people asking for smaller and smaller quantities of print and with digital quality getting better and better it was the right time and the Linoprint C 901 was the right machine."

The company is revitalising its web site and refreshing the signage around its central Bristol location (adjacent to a canal and road where drivers have time to view it). It will promote its comprehensive services, using Apple Colour and Apple Digital as trading names for Apple Litho (Bristol).

The personal and one off work that the company might previously have shunned can now be handled. Apple Litho envisages much of the digital work coming from existing users although it also believes having personalisation could open up new opportunities as well.

The Linoprint C901 will be housed in prepress and staff there will run it, passing it through to the established finishing department for cutting, folding and/or stitching and despatch. This department also handles work from the company's two B2 presses, a Speedmaster XL 75-5-P and a CD 74-4. It will operate on a 6am to 2pm and 2pm to 10am shift system, five days a week.

"Since our company was formed we have seen the printing industry compressed and depressed. Thankfully we are doing good. Presses today produce double the volume of print and at the same time we have seen the rise of competition from the Internet. However, one of our customers, handling industrial branded clothing, moved away from catalogues to online selling but has returned to catalogues finding it a better sales medium. So I do still have confidence in the future of print. It is still going to be needed in many guises, including stationery and prestige promotional work," says Mr Bracey.