Jan. 29, 2007—East Coast Finishing Corp./Berk Gold Stamping Inc., located in Fairview, N.J., is proving that there is more than one way to find success in the graphic communications industry. The finisher, which recently installed Iijima die-cutting equipment in addition to the Bobst machines it already owned, has invested several million dollars in the past five years on upgrades and new machines to ensure that it can meet and exceed any order or request it is given.

This is in the face of a finishing industry that has radically changed during the past 10 years. At one time, the trading card industry boosted the need for intricate techniques like foil stamping and holographic finishes. That boom fueled a surge in new competitors-many of which have gone out of business as that industry contracted again. However, East Coast survived both the increase and the decline trading cards brought, and continues to do well today.

A factor in the decline of the stand-alone trade finisher has been the introduction of materials commercial printers can run through their presses, getting the same effects without being forced to send pieces out. This allows them to decrease the overall turnaround time, but, according to Ronald Stagnari, president of East Coast, it creates a lot of waste. The printers are using foil boards, removing the portions they do not want finished and printing on the rest, instead of simply adding foil and embellishments to the desired areas.

A Working Relationship
One reason for East Coast's success is the unique relationship the company has with German printer Cartondruck. East Coast rents a portion of its facilities to the other company, even going so far as to make structural modifications when they were needed to accommodate a new, larger press. In return, Cartondruck sends all of its finishing work across to the East Coast side of the building.

According to Mr. Stagnari, the way forward for trade finishers is the same strategy many printers are employing-getting involved with clients and projects at the design stage, instead of waiting for work to come to them. Finishers need to share the capabilities and options available with the people who make the initial design decisions, becoming, like the printers, another partner in the creative process.