$0$01994 1995 1996 1997 1998 1999 2000 2001 2002 2003

Southern Litho GrowthCompared to

Total Graphic Arts Industry

Southern Lithoplate

Graphic Arts Industry

Poly. (Southern Lithoplate)

Value & Technology, the Heartof Southern Lithoplate’s

Consistent GrowthSouthern Lithoplate’s consistent growth,

in contrast to the graphic arts industry

as a whole, demonstrates printers

are Shifting to Value.

According to Clark Casson, “The economicsof the graphic arts industry are quickly shift-ing from multiple manufacturers and a wholehost of consumables suppliers to a select few.Just like the automotive industry, wirelesscommunications, and the banking industry,graphic arts is seeing rapid manufacturingand distribution consolidation. This level ofconsolidation could ultimately limit choiceand in the long-term effectively impact priceto the high side.

Southern Lithoplate demonstrated consistent profitable growththroughout the recent economic downturn. It is among a select fewmanufacturing companies in the graphic arts industry that can

make that claim. How did management do it? By providing value! Thiscompany’s value proposition originates with the overall “shift-to-value” inthe U.S. economy, a movement with deeply entrenched roots. Simply put,Southern Lithoplate is driven to provide value through quality productand personalized service that is more reliable, accessible, empathetic andresponsive than the competition – and remain more price competitive.What is this innovative company doing to continue its forwardmomentum?

The answer lies in Computer to Plate (CtP) technology. As news andcommercial printers transition to CtP technology at an increasingly rapidpace, Southern Lithoplate is the provider of choice.

What technology will you adopt?Over half of all lithoplates consumed in North America are now CtP

lithoplates. The market is forecast to be 80% CtP by 2007. According toClark A. Casson, President & COO, Southern Lithoplate, “The lion’s share,approximately 75% of the market, continues to be thermal because it isthe highest quality, most robust printing plate due to consistency,predictability and repeatability in prepress and on press. To sustain ourgrowth, our mandate is to provide the best total-value-solution based onwhat the marketplace is telling us.”

Momentum is increasing because CtP plate prices have droppedsignificantly following a pricing move initiated by Southern Lithoplate lastyear on the VIPER 830-n®. Momentum is also driving platesetter pricing tomore affordable levels and bringing new platesetter manufacturers tomarket making CtP a clear return on investment justification for even thesmaller printer. “The industry knows that Southern Lithoplate has greatproducts at great prices,” says Brandon A. Casson, National Sales & TechManager. Southern Lithoplate’s position in the market as the valueprovider goes well beyond price. “Our demonstrated commitment toproviding commercial quality at affordable prices with unbeatable serviceis what drives our customer loyalty.”

SLP Growth vs. Industry Trend

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What Supplier Will You Use?As of this printing, compared to twenty years ago, only a

few North American lithoplate manufacturers remain.Among those remaining, some view the newspaper indus-try as a secondary marketthat doesn’t merit their bestproducts. In “The Great PlateDebate,” featured in a recentissue of Editor & Publisher,one executive said that theircompany wouldn’t offer ther-mal plates to newspapersbecause it needs the newsindustry as a market for violetplates, “In order to be in thisbusiness, you really needexcess capacity,” she says, not-ing that sales to newspaperssupplement the more profitable commercial side. “It’s goodfor [us]—it helps keep our factory running.”

Clark Casson comments, “Southern Lithoplate’s dedica-

tion to the newspaper market for well over 23 years has notbeen filler for us. On the contrary, newspapers are thelifeblood of our business and our long-term focus. We willdeliver quality commercial printing plates for publishinggreat newspapers at lower overall costs. We will enable our

news partners to earn their fair share of the com-mercial print market too.As we did in the early 90’swith subtractive technol-

ogy, we plan to do so againwith CtP technology: drive

the competitive marketplace tobring the best product available

to news production rooms. Period.”

Southern Lithoplate’s product offeringis complemented by seasoned in-houseand field-support teams that deliver

one of the most responsive support pro-grams available. Internally they call it “Rule

15”: 15 minutes to address the issue and initiate a solution tothe customer’s satisfaction. 95% of Southern Litho’s cus-tomer concerns are fully resolved the same business day.

“We will serve the news market with honesty and integri-ty, sustaining our role as the value provider by maintainingan impressive cost advantage with relentless execution,”says Southern Lithoplate’s Chairman & CEO, Edward A.“Trip”Casson III.

Southern Lithoplate places significant value on measur-ing customer satisfaction. Its powerful combination of highquality and low price in tandem with a “100% SatisfactionGuarantee” has been the strategic core of every decision forover 23 years. With a solid foundation of satisfied customersas U.S. industry continues the shift-to-value, SouthernLithoplate will continue their mission within graphic arts:bring the best products to market with a powerful one-twovalue combination.

How will Southern Lithoplate managementcontinue to satisfy the news market?

Left to right: Clark Casson, President and COO; Trip Casson,Chairman and CEO; Brandon Casson, National Sales Manager;Chuck Pritchard, VP Sales; Sergio Barona, VP Controller; LennieEdwards, Customer Service Manager; Steve Mattingly, VPMarketing & Int’l Sales; Terry Garner, VP Administration;Don Riley, VP Plant Manager

Southern Lithoplateserves over 1,000customers throughoutNorth America.

Southern Lithoplate, Inc.PO Box 9400

Wake Forest, North Carolina 27588

Toll Free (800) 638-7990Fax (919) 556-1977

www.slp.comAS PUBLISHED IN PRESSTIME MAGAZINE, 2004

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