Digital printing presses use liquid ink or powdered toner to print directly on paper from a digital file. It is extremely cost effective for short (low quantity) print runs and fast turnaround since there are no metal plates or lengthy set-up. Digital printing created a revolution in direct marketing by making it possible for a personalized, targeted message to be printed on each piece.
Another advantage is Print-On-Demand (POD), so printing can be done on an as-needed basis to avoid inventory storage costs and product obsolescence.