Birdie Time: Quick Change Backlits for Promotions at Mid South Distributing

Printing backlit signs for advertising and promotions

It’s a simple yet effective branding tool: backlit boxes. Backlighting brings out the best in graphics, making the message more vibrant and eye-catching than an unlit sign. There is a danger, however: light acts as a magnifier, bringing hidden flaws in the print to the fore.

Fortunately for Mid-South Distributing’s Chad Mallich, he has the right tools and support to maximize the power of backlits for branding, as well as a designer’s eye for what brings out the best in a promotional sign.

With two Canon iPF8300S wide format inkjet printers, a cold laminator, a hot laminator, an OKI small format laser printer, a vinyl cutter and other sundry shop equipment, Mallich is ready for any challenge that comes across his desk. And, with support and materials from his LexJet customer specialist, Kelly Price, quality and quantity are able to effectively intersect.

Mallich’s recent backlit project was designed to draw thirsty golfers at Saddle Creek Golf Club in nearby Lewisburg, Tenn., to one of Mid-South Distributing’s prime brands, Miller Lite.

“We were looking for an alternative material for a short-term promotion that was less expensive than a typical backlit film that still imaged well and was easy to work with,” explains Mallich. “Kelly recommended LexJet 8 Mil PolyGloss Banner, so I put it on the light table, turned out the lights and it looked great. I’ll send an email to Kelly describing a product and she knows exactly what it is, so she’s been very helpful. As we get requests from other accounts like bars that have light boxes we’ll swap them out with this material.”

The appealing golf-themed sign is 11 3/4″ x 35″. With golf season in full swing, Miller Lite is the perfect antidote to promote this summer. Malich says that as the seasons change, he uses backlits to promote the seasonal draughts at various locations. “You can do more graphically with a backlit with contrast and bright colors; they just look better backlit,” adds Malich.

Printing the History of Golf from Scotland to the U.S.

Printing historical golf photography

Photography and the modern game of golf developed around the same time. Coincidence? Probably, but it was a fortuitous coincidence since we’ve been left with at least some photographic history of those early years.

Preserving and printing historical golf photography
From the Masterworks Golf Collection: Old Tom Morris and S. Muir Ferguson, St. Andrews, 1891.

It’s likely that the largest and highest-quality collection of early golf photography is in the hands of Howard Schickler of Sarasota, Fla., who has been slowly building the collection for the past ten years.

An avid golfer since he was a teenager in New York City and later a collector and exhibitor of historical fine art photography, the two avocations will culminate in the launch of a website dedicated to golf’s history and the sale of museum-quality prints. The website’s launch is set to coincide with the British Open in late July.

Currently, you can see part of the collection at www.masterworksofgolf.com. We’ll update you here at the LexJet Blog when the new site, which will have a slightly different URL, is up and running.

“I started buying historical golf photography with a museum curator’s eye of building a collection that was museum quality and meaningful. What I decided to do from the beginning was only collect photos related to the major champions of golf. I also added golf courses of extraordinary quality by great photographers,” says Schickler. “I’m always in pursuit of the very earliest pieces which date mostly from the 1850s, but they’re extremely difficult to find. I’m able to count on one hand how many photos I have from the 1850s.”

Prints of historical golf photographySchickler was recently invited to exhibit some of his collection at a festival at St. Andrews in Scotland, the birthplace of modern golf. He chose 13 images to print for the festival, which were exhibited in two different venues. Schickler brought 26 prints (13 for each venue) to the festival. The images were printed by Schickler and his son, who’s studying digital photography at the Ringling College of Art and Design, at 13″ x 19″ on LexJet Sunset Hot Press Rag on Schickler’s Canon iPF8300.

“We originally tried five different papers, all of which we had experience with before. We weren’t sure if we wanted to go with fine art paper, fiber paper or a matte or gloss finish, so we would take one image and print it on the five different papers,” explains Schickler. “We found we were getting the best results from Sunset Hot Press Rag and Sunset Fibre Matte. We chose Hot Press Rag as our main paper because it really brings out the details of the images and provides the same feel as if they were printed in the 19th Century.”

The goal of each print is to stay as true to the original image as possible. Very little is done to the images, other than cleaning up a blemish here and there.

Prints of historical golf photos
From the Masterworks Golf collection: Walter Hagen and Gene Sarazen at the US Open in 1922.

“For us, the important thing was to bring out the exact tones of the originals, which have some sort of sepia tone to various degrees,” says Schickler. “The new printers are great because they make it a lot easier to be faithful to the original tone of the image.”

Schickler left goodwill behind him after the event at St. Andrews, donating the prints to the festival organizers, all the while building relationships with venerable St. Andrews institutions, such as St. Andrews University, which houses more than 700,000 photographs in its library, many of which are from the early development of photography and modern golf.

The collection has been the proverbial (but literal) labor of love, and the website being developed right now will reflect that. In addition to an eCommerce component, which will feature a portfolio of about 60 historical images from a collection of over 1,000,  there will be blogs that focus on blending historical and contemporary golf (golf fashion then and now, golf courses then and now, and so forth), and a documentary video section.

“We plan to produce 18-24 video vignettes. Each one will tell the story of great golfer from the 1850s to the 1930s. Collectively, the videos will become an important documentary film on the history of golf, which has never been done before. And, we’ll go beyond Scottish golf to ladies golf in the UK and U.S., and American golf, which post-dates Scottish and UK golf by about 40 years,” explains Schickler. “We’re also planning to create an iPhone app that reproduces a historical golf timeline with content links to images and videos from our collection. I want the site to be an aggregation of interesting, high-quality, intellectually stimulating information about golf and its history.”