"Were quite the fans of Mitsubishi," said Howard Hunt chairman Nod Pigott. "I can't understand why more people don't use them."

The 16pp six-colour, which was delivered on Monday, will be used to keep the firm's digital presses fed with personalisation work. "It's the first time that I've bought a machine not to specifically go out and get more work," said Pigott.

The Diamond will replace  one of the firm's two  sheetfed Mitsubishis. "We're going to pitch it at the higher end of the sheetfed market, but just do it on web," said Pigott.

The high level of automation, shaftless design and ultra-fast makereadies, around eight minutes, were ideally suited to the firm's  increasing amount of short-run work. "We've always been fast-turnaround but this really gives us the edge," said Pigott.

"Nowadays we're  probably doing 50% more jobs, with the same kind of turnover," said Pigott. Adding that the press is still productive down to 10,000 copies. "We needed that flexibility," he said.

It has closed-loop colour control and stepped acceleration to reduce waste. Mitsubishi sales director Mick Carr said: "The secret of it is the Max Saver software. It gives you very quick makereadies and low wastage." The firm claims the software offers a 60% reduction in waste prior to printing and 40% after.

The direct mail specialist based in Dartford, Kent, has a turnover of 42m. "Our growth in personalisation work called for more reel to reel products," said Pigott.

The firm has two reel-fed Scheffer offline finishing lines and its personalisation work is carried out by its Versamarks and Delphax digital printers.

Story by Darryl Danielli