Magnetic Attraction

Is magnetic or magnetic-receptive media a viable option for your clients? Flexibility and interchangeability have been key growth factors for magnetic media.

Steven Shaw

April 28, 2010

When it comes to advertising, sign makers have plenty of options on which to place their ads. However, with the economy still in a slow recovery, one choice seems to be “attracting” more attention. The cost effectiveness to easily change and update ads with magnetic media has lead to a surge in the market. It is surely no coincidence that the sustainability of the media has played a role in this growth as well. But what exactly is magnetic media and how is it being used?

“With regard to the printing industry, there are really two main categories of magnetic media—magnet and magnet-receptive,” explained Jodi Haugen, Xcel Products Inc., Brooklyn Center, MN. “The difference is that the first is magnetized and the second bonds to a magnet. This has caused some confusion as magnetic-receptive has gained legs into the industry in the past three years, but this is the fastest-growing segment of our business.”

There are several variables that can determine if magnet or magnetic-receptive should be used. The environment in which the graphics will be installed, the intended surface of application and frequency of changeability are crucial for a successful install.

Before deciding on which type of magnet, the customer needs to have a good understanding of how the magnet will be used. “Knowing how it will be used, the size and shape desired, how it will be printed, and what environment it will be exposed will help ensure that the proper magnet is selected for the application,” said Joe Stout, director of marketing and product development, Magnum Magnetics Corp., Marietta, OH.

Another option is magnetic sheets. “Generally images are printed on adhesive-backed vinyl and mounted to the very thin magnetic backer,” said Leah Bruhn, manager, brand strategy and communication, ACCO Brands, Lincolnshire, IL. “The images can then be easily rolled and shipped to be installed in retail applications by store associates.”

Bruhn adds that it is important to know exactly where the images are going to be placed. “A metal surface has to already be in place or one will have to be installed,” she said, adding, “Magnetic-backed material is great choice for images that will be changed or updated often because the store personnel can do it themselves.”

Knowing the correct application also helps determine what precautionary means need to be taken.

One of the most popular applications is a car sign, however, certain restrictions do apply. “Magnetic media is suitable for road vehicles, but for safety reasons, must only be used on clean, flat surfaces without trapping any dirt or dust particles between the vehicle panels and the magnetic,” warned Martin Kugler, communications director, Hexis USA, Corona, CA. Hexis produces a data sheet with a laundry list of precautions for vehicle use, including: do not use on the engine hood; remove at least once a week, clean, and re-apply to a slight off-set area; the magnetic must be withdrawn from the vehicle if the temperature exceeds 86°F in the shade.

Though direct digital printing (DDP) has made life easier, pre-testing is another highly recommended precaution.

“Our products are all DDP capable,” said John C. Kanis, vice president and general manager, MagX America, Inc., Cincinnati, OH. “There is no need to print on vinyl and then laminate, which is expensive as well as time consuming and just not necessary.” Kanis recommends pre-testing all inks before doing a production run when using digital imaging and says MagX has a link on its website with tips for users.

“Making a small sample/prototype for the customer can avoid a lot of problems and confusion,” added Emily Conklin, marketing communications specialist, Drytac Corp., Richmond, VA. “Users need to understand the application and use the correct self-adhesive magnetic material as a receptor surface.”

"Printing on magnet can be tricky depending on the type of printer. Be sure to check the print head adjustment to accommodate the different thicknesses of magnetic material. Also, it’s important to be aware that magnetic material will usually be heavier than most printing substrates and you should make any necessary adjustments to ensure the consistent tension and flow of the magnetic sheeting through the printer," said Melissa Thompson, sales manager, Flexible Magnetic Products of Castle Rock, CO-based Master Magnetics Inc.

Leading the Way

While there are many types of magnet media to choose from, some of the more popular ones include Drytac’s FerroJet, Magnum’s DigiMag Vinyl, Hexis’ Magnetic White N2MAG0615, Xcel’s Visual Magnetics Graphic System, Master Magnetics' PrintMagnet Vinyl, and MagX America’s 40-inch-wide material for direct digital printing.

FerroJet is a digital-print media with a proprietary ferrous “metalized” coating on the backside. “Users can create interchangeable graphic walls by applying adhesive-coated magnetic sheeting to a wall surface (permanent ‘receptor’ surface), which will then allow quick and easy installation and replacement of graphics printed on FerroJet,” explained Conklin.

Drytac offers FerroJet versions for dye, pigment, (eco) solvent, UV and screen printers. It can be (multi) layered to allow for temporary customization of any graphic message. “Companies involved in large-format graphics are selling graphics printed on FerroJet to retail stores, banks, casinos, airports, museums, etc.” added Conklin.

The Visual Magnetics Graphic System from Xcel allows users to create high-quality displays that can be effortlessly changed out, keeping images fresh and inspiring. “Users install the permanently mounted Invisilock PSA magnet to the intended display surface and affix their graphics, printed on our patented Visual Magnetics magnetic-receptive media,” explained Haugen. “This revolutionary printable substrate requires no frames, fasteners or adhesives for installation.”

The Visual Magnetics Graphic System includes a variety of flexible, magnetic-receptive printable media. The substrates are thin, lightweight and easy to handle. The thin gauge of the media also allows for tiling of over-sized graphics with virtually no noticeable seams. Each media is device-specific and compatible with litho, screen or digital printing. The end result is high-impact, high-quality graphics.

DigiMag Vinyl is a solvent inkjet-printable, vinyl-coated magnet. “These magnets are typically used by sign makers to make car signs,” said Stout. DigiMag Vinyl is typically printed using Roland, Mutoh, Mimaki, or a variety of other roll-fed solvent inkjet printers. Sign makers then download printer profiles for their printer from Magnum’s website in order to have the optimum settings for printing their car sign magnet. Once the magnets are printed, they are cut to final shape.

Hexis’ Magnetic White N2MAG0615 is also popular in the car sign market. “It is mostly used as rectangular-shaped signs on vehicles marked with plotter vinyl, but it is suitable for any metallic (ferrous) surface,” said Kugler. The thickness is 33mil and it comes in 24-inch by 33-yard rolls.

“Our most popular products are the old industry standbys; .030-inch White Matte and White High Gloss in 25-foot and 50-foot rolls,” said Kanis. These products constitute approximately 70 to 80 percent of the sheet market. But as far as newfound popularity, MagX America’s 40-inch wide material for direct digital printing is hot. “This product’s demand has grown exponentially over the last several years,” said Kanis, “and MagX is the only manufacturer of 40-inch wide products for digital imaging in the US market.”

PrintMagnet Vinyl from Master Magnetics is available up to 42 inches and can save time and money, according to Thompson, because of the ability to print directly on the magnetic sheeting, rather than on a laminate, from solvent, eco-solvent and UV printers. "The extra-wide magnetic sheeting allows for custom sizes on sheet fed-printers that are larger than the standard 24-inch rolls. Primary users are sign shops, and applications are for a variety of indoor and outdoor uses such as signs, graphics, POP displays and vehicle graphics."

Up to the Challenge

Sometimes just the mention of magnetic media is enough to scare away some clients. It sounds complicated and there are concerns about how to print on magnets. The manufacturers have addressed these issues and, while admitting there are some challenges, say there is nothing to fear.

“For magnetic media the challenges are balancing magnetic strength and weight,” said Bruhn. “The stronger the magnetic force, the heavier the magnet.”

The fact that the product is magnetized presents the most challenges when printing, according to Kanis. “But really, with a little finesse any perceived obstacles can easily be overcome.”

One way to overcome it is by using magnetic-receptive media. “While magnet itself can be heavy and, well, ‘magnetic,’ which can cause issues with roll-fed printer platens, magnetic-receptive media is lightweight, does not stick to the roll-fed platens and the print surfaces are quality print surfaces,” explained Haugen.

Drytac took a similar approach by making the interchangeable portion of the print non-magnetic.

“Our biggest challenge is explaining to customers that the self-adhesive magnetic sheeting material is applied to the wall surface only once during initial installation,” said Conklin. The printable FerroJet, the interchangeable part, is not magnetic and, in fact, is very similar to regular digital print media, except for the thin, gray ferrous coating on the back. “Because FerroJet itself is very thin and not magnetic, it prints just like any other print media and does not have any of the issues commonly associated with printing directly onto heavy magnetic sheeting, such as tracking issues through the printer, shipping, packaging and disposal,” explained Conklin. “We recommend InstaCure UV liquid coatings as the optimum protection for images printed on FerroJet.”

"Flatbeds don't seem to have an issue because the magnetic material is not feeding through the machine. In fact, with some flatbeds, the magnetism will hold the print in place during the job, making it easier," said Thompson. "Wide-format printers sometimes have metal parts, like the platen, that magnets will stick to. Many times the solution is to coat these surfaces with something that creates what we call an 'air gap', reducing the attraction of the magnet. We have heard transfer tape, release paper, duct tape, or thin chip board, will work for this. We also have suggested sticking a piece of white magnetic sheeting to the platen, which allows the printed magnet to slide over the other magnet. There are some printers that have too many metal parts on the inner workings to allow printing on a magnet. For those types of printers, we recommend either printing on non-magnetized magnets, which will be magnetized after the printing process or printing on a substrate and adhering that to a magnet."

Another challenge is making sure you have the correct printable magnet for your particular printing process. Magnum offers an assortment of printable magnets that suit a variety of printing processes and inks, from water-based to latex inks. “The sign maker will need to work closely with us to ensure they have the proper printable magnet for their application,” said Stout.

The next biggest challenge, according to Stout, is educating the end user to make sure they properly clean and care for the magnet. “Proper care and cleaning of a car sign magnet extends the product’s life and ensures that it will adhere to the mating surface,” he said. Magnum packages clean and care instructions with each roll of DigiMag Vinyl.

What’s Next?

Magnetic Media will continue to grow and evolve according to Kanis. “With digital imaging increasingly influencing the marketplace, we are constantly working on new items for DDP applications,” he stated. “We hope to soon be announcing some revolutionary new products for this market.”

Stout believes magnetic media will become more prevalent in in-store retail advertising and indoor and outdoor signage for conventions and tradeshows where graphics need to be frequently changed and updated.

A 42-inch FlexIron, a magnetically receptive material, is next for Master Magnetics, according to Thompson. "We have been getting many requests for extra-wide (wider than 24 inches) magnetically receptive material for use in various projects such as POP displays and menu boards," she said.

Sustainability will continue to play a role in the growth of this market as Haugen said the trend is moving quickly towards magnetic-receptive graphics, noting that most magnet and magnetic-receptive products are either recyclable or can be processed as a renewed resource. “The magnetic-receptive graphic system allows for permanent backerboards, which eliminates throwing foamboard and other rigid graphics into the landfills,” she said.

Drytac recently introduced a more economical 10-mil Synthetic paper version of FerroJet especially for users of UV flatbed printers. “Customers are just starting to become aware of the many applications for FerroJet,” noted Conklin. “Adding a dry erase UV-curable coating to FerroJet is just one of many innovations to expand the creative possibilities.”

Bruhn would like to see manufacturers expand their product lines to become more universal for all print platforms.