Tabs Direct to Test HP MICR Solution

Tabs Direct installed the HP T300 Color Inkjet Web Press (booth 1200) earlier this year, as the next step in its HP-driven upgrade from two-step monochrome imprinting on color-printed analog offset shells to turnkey digital color production. In 2008, the Dallas-based direct mail company started capturing new business opportunities with the installation of an HP Indigo 7000 Digital Press that the company uses to produce many of its clients’ new prospect campaigns.

The HP T300 Color Inkjet Web Press allows Tabs Direct to add full-color variable data printing capabilities to its personalized direct mail applications. With its high productivity and efficiency, Tabs Direct can offer the higher response rates associated with color variable data printing in the long-run volumes its clients need to effectively reach their customer databases.

Tabs Direct’s next advancement with high-volume digital printing involves the use of magnetic ink character recognition (MICR) inks. HP is developing a MICR solution that is currently in the characterization and testing process, with Tabs Direct serving as a testing facility. The HP MICR solution includes a new print bar that inserts into an existing expansion slot within the print engine of the HP Color Inkjet Web presses.

Commonly used in check printing, an inkjet-based MICR production printing has the potential to give companies like Tabs Direct a way to produce, for example, balance transfer checks in direct mail offers from financial services sector—bringing high-volume, streamlined full-color digital printing to a broader range of direct-marketing applications.

Tabs Direct is one of the largest, most diverse direct mail production companies in the United States. With the highest degree of data and facility security, Tabs Direct serves leading companies in the financial, retail, non-profit, healthcare, travel and hospitality industries. Tabs Direct is part of the Omnicom Group Inc., a leading global marketing and corporate communications company.