The almost two-century-old French printing company HUMA Print has transformed its strategy, switching from rotogravure to digital printing and focusing on a hyper-personalised offering. And it’s chosen the SCREEN Truepress Jet520HD to help drive this shift.

Among its services – products with print runs of 3,000 or less and personalised print offerings – HUMA Print services the needs of regional weekly press titles, specialised magazines, printed advertisements and catalogues.

Dating back to 1829, HUMA Print is one of the oldest printing companies in France. Until recently, it was known as Hélio Corbeil, and specialised in rotogravure for mass communication and large volumes, printing around 10 million magazine copies a week. But for the past two years, the 23 partners and employees of HUMA Print have been shifting from mass to hyper-personalised printing.

Better targeting and increased personalisation

Bruno Arasa, Managing Director of HUMA Print, explains: “Mass printing no longer offers interesting prospects. The future of print is moving towards less quantity but more efficiency through better targeting and increased personalisation – allowing for greater added value.”

To achieve this transformation, the cooperative enterprise completed a €6 million investment plan to equip itself with just the right digital printing and finishing machines. It changed its name and moved to new premises in Combs-la-Ville, in the south-eastern suburbs of Paris.

New mission, new machinery

“Our new machinery brings together the very best in digital printing,” says Bruno Arasa. “We choose the SCREEN Truepress Jet 520HD printer for its offset quality equivalent, but also because the inkjet printer allows us to propose the customised offers at the heart of our new strategy.”

Bruno Arasa adds: “SCREEN was capable of identifying the technical specificities and magazine press quality we were aiming for. We needed a whole new ecosystem, and they were capable of developing real tests with real files in real-life situations, as well as provide technical support and assistance. SCREEN proved themselves through their actions. And we saw the results with our own eyes with real print on different substrates.”

Bruno Arasa acknowledges the challenges of changing the mission and strategy of a company with such a long history. “But I’m convinced that we have chosen the right path and that we are ready for the future,” he says.