Media matters: The strategic value of wide format substrates

As wide-format buyers demand proof of sustainability and faster turnarounds, substrate selection is fast becoming a strategic battleground.

In the world of wide-format print, media selection has traditionally been treated as a matter of compatibility or output quality. But in today’s marketplace, that decision carries strategic weight. From uptime to eco-compliance, substrates now influence operational flow, brand positioning, and bottom-line results. It is not just about choosing the best substrate for the job, but about making the right choice for your business.

“Today’s wide-format print service providers have to balance a number of different factors when it comes to selecting substrates, including performance, cost, and increasingly sustainability,” says Nova Abbott, head of marketing at sustainable substrate brand, Kavalan. “More and more customers are looking for environmentally responsible materials which have to match the print quality and durability of traditional substrates.”

The changing demands of end users have placed an emphasis on media that performs technically, aligns with sustainability targets, and flows smoothly through modern print and finishing workflows. “Media that is difficult to cut, mount, or handle can increase labour costs and lead to longer production times,” says Kaisu Maarit Soudant, senior product manager for Synaps at Agfa. “The physical characteristics of the media, such as flexibility, rigidity, and compatibility with various finishing techniques, play significant roles in determining how smoothly a project moves from print to installation.”

In response, manufacturers are innovating. For example, Agfa’s synthetic paper, Synaps, is engineered for durability without lamination and contains a minimum of 15% recycled PET (polyethylene terephthalate). Solutions like these help PSPs meet demanding sustainability goals without sacrificing output speed or print quality. But innovation alone is not enough, reliable supplier relationships also play a key role.

The importance of relationships

“We rely on our supply chain so much to be innovative and creative,” says Simon McKenzie, CEO of wide-format powerhouse Hollywood Monster. “What they’ve got really good at is understanding our business and understanding the market as well – what the market needs.”

This understanding, built on years long relationships, combines shared goals, innovation, communication, and a joining of the dots between print hardware, market demands, and PSP production flows.

“The technology has come on so far. The machines are all finely tuned and very receptive to new materials,” says Mr McKenzie. “The material and the machines are completely in sync now; you just load them up and let it run. It is making our life so much easier.”

“You’ve got to be creative. You’ve got to be in this world. You’ve got to separate yourself from the competition. If you don’t, you’re dead in the water.” – Simon McKenzie, CEO, Hollywood Monster

That harmony between substrate and machine reduces friction and supports leaner, more reliable production. But media choice can also reduce costs in other areas, such as logistics.

“We’ve now got materials which are 10% or 15% lighter. It still has the same structural integrity, tensile strength, does all the things that we need it to do, including checking the non-PVC box,” says Mr McKenzie.

For PSPs like Hollywood Monster, which ship materials and finished work all across the UK, lighter substrates can lead to significant haulage savings and reduced carbon impact. And what is good for the planet is also good for business. Customers are increasingly looking for environmentally friendly options, and it all adds up.

Reduced substrate weights, sustainable materials, the lower power consumption of modern printers, renewable energy, eco friendly inks… together they make a recipe that customers love.

Proof of the pudding

However, it is not enough to say a product is sustainable. It must be proven. “Misleading sustainability claims can be a significant challenge,” Ms Abbott explains. “Even well-meaning ‘eco-friendly’ claims can fall short. Quanti able data is more important than ever.”

Nova Abbott, head of marketing, Kavalan

That is why Kavalan supports all sustainability claims with third-party lifecycle assessment (LCA) certification. “LCA data is essential for giving PSPs and brands the confidence that they’re making truly responsible choices,” she says. For PSPs, this kind of evidence becomes a tool not only for internal assurance but for winning new business – especially as brands increasingly demand PVC-free alternatives to meet Scope 3 targets (indirect emissions throughout an organisation’s supply chain), along with supply-chain transparency, and verifiable eco-credentials.

Yet, sustainability is not the final word. Performance under pressure still drives the day-to-day reality of production. “Today, customers expect not only a smooth and efficient production process with minimal supervision, but also materials that consistently support high uptime and reliability – qualities that have contributed to the popularity of products like Synaps by Agfa in the wide format sector,” says Ms Soudant.

Application-specific performance also remains critical in wide-format environments, where materials face tough real-world demands. From outdoor billboards and building wraps to interior branding and exhibition graphics, the substrate must be able to withstand both environmental stress and physical handling. But with the right substrate choices and modern technology, it doesn’t need to be a nightmare.

“We’ve been doing building wraps for 25 years now,” says Mr McKenzie. “And with the right media and machine combination, it’s a piece of cake. We can leave jumbo rolls running overnight – that’s how dialled-in things are.”

“Today’s wide-format print service providers have to balance a number of different factors when it comes to selecting substrates, including performance, cost, and increasingly sustainability.” – Nova Abbott, head of marketing, Kavalan

That dial-in matters more than ever in time-sensitive workflows, where one failed print can derail a campaign or disrupt installation. Similarly, materials that support seamless cutting, welding, hemming, or eyeletting can help PSPs deliver under pressure – especially when producing high-impact, high-volume graphics like banners, hoardings, and event signage. After all, these aren’t just printed objects they’re brand statements in public spaces.

From PSP to consultant

Substrate selection also plays a key role in positioning the PSP as a consultative partner rather than simply a commodity supplier. “PSPs play a crucial role in the conversation,” says Ms Abbott. “But they need the right data and accurate information to educate their customers and prospects with confidence.”

In a market where margins are tight and turnaround times are short, being able to advise on substrate performance, certifications, and creative potential becomes a point of differentiation. It is one reason Mr McKenzie remains an advocate for investing in material knowledge.

“You can’t just label yourself as someone that sells ink on substrates,” he says. “You’ve got to be creative. You’ve got to be in this world. You’ve got to separate yourself from the competition. If you don’t, you’re dead in the water.”

In the modern, eco-conscious wide-format print environment, media choice goes beyond functionality. It is a signal to your customers, a tool for operational efficiency, and a foundation for long-term credibility. The smartest PSPs are no longer asking: “Can I print on this?” They are asking: “What does this material do for my business?”