Why good printing is like good coffee
For awhile, offset printing was virtually forgotten, until someone realized that they had abandoned a classic, with qualities that digital could never match. A kind of Prodigal Son story. “Everything old is new again”. The sort of cache that goes vinyl LPs, or driving a vintage sports car. Or playing a edgy new song on an old instrument. A Stradivarius. It’s like the story of Starbucks. Over the decades, American coffee producers tried to improve profits by quietly and gradually adding more and more of the inferior-tasting and cheaper Robusta beans. Eventually, they virtually stopped using the superior Arabica beans. The transition was so gradual that consumers barely noticed. That is, until the founder of Starbucks tried coffee in Italy and realized what America was missing. He opened an Italian-style coffee shop, which reintroduced Americans to Arabica. We all know the rest of the story.
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