The technology behind flexible rubbery magnets with images or message has been around for decades. But applications have, for the most part, been seen only in small-format objects d’kitsch such as refrigerator magnets, tiny magnetic dashboard calendars and other chotchke ad specialty giveaways.
In the old days these items were made exclusively by offset or screen printers and die cutters, and the job required several steps. First, the printer created the images on a paper or vinyl substrate that had to be mounted onto the flexible magnetic sheeting using an appropriate adhesive. The mounted graphic was then laminated and cut into individual shapes using die-cut machinery. The process was profitable only for very large runs.
With the advent of digital printing technologies, and new pre-mounted, pre-coated printable magnetic material, the job can be done in fewer steps, and smaller runs become more profitable. Printable magnetic material is available with a paper or vinyl layer that’s often coated for optimum performance using aqueous, solvent, eco-solvent or UV-curable inks.
As more and more wide-format print providers have seen the potential for this unique niche, a growing number of flexible magnetic substrate manufacturers are offering wide-format versions of their printer-friendly magnetic material.

APPLICATIONS
Wide-format applications for magnetic material includes everything from P.O.P. displays, vehicle signage, safety signage, changeable signs and even building graphics (as long as the building face is metal-based). And — with the increasing availability of UV-curing flatbed printers and digital flatbed cutters — small-format applications such as refrigerator magnets, business cards, magnetic photos and those tiny word-scrabble magnets can be printed on large sheets with registration marks that can easily be read and cut around using a digital flatbed cutter.
According to various industry groups, large-format applications such as vehicle signage account for around 33 percent of the printable magnet market, and approximately 66 percent goes to small-format ad specialty magnetic products. So, even though the bulk of the end-product is small-format, the means to that end is increasingly becoming large.
According to Jack Nellessen, president of magnetic substrate provider Master Magnetics, Castle Rock, Colo., more large-format guys are getting into this niche.
“In the last few years, we’ve had more and more requests for wide-format material at all the big shows. So we’re coming out with a 42"-wide product. Yes, I think that’s going to be a wave of the future,” Nellessen says.

WORKING WITH MAGNETS
Today’s magnetic printable substrates are created using a rubber-ferrite media with an ink-receptive top-layer. Printable magnetic material is available in both pre-cut sheets and rolls of various lengths. For many years, 24" was the widest available width, but a growing number of manufacturers now offer wider materials.
One thing to keep in mind with wider media is that magnets are heavy. Some manufacturers offer those wider rolls in shorter lengths to keep the weight down. Make sure the roll-weight is not greater than what the printer’s feed/take-up system can handle.

What about all those metal parts in a printer? Randy White, director of sales and marketing for Magnum Magnetics, Marietta, Ohio, says some of these issues can be resolved.
“Many print beds are made of aluminum or other non-magnetic surfaces — it depends on the model. But in cases where the bed is metal, you can create a gap or barrier with a plastic like Lexan, chip-board or even tape to keep the magnet from hanging up,” White says.

John Kanis, director of sales and marketing for Cincinnati-based MagX suggests keeping the heat down to a minimum. “Turn the heaters way, way down on those solvent and eco-solvent type printers. This will help avoid creating distortions in heat-sensitive rubber.”

Printable magnetic substrates are available in coated or uncoated versions. A solvent printer, for example, will have no problem printing onto an uncoated vinyl, but coated versions offer better ink adhesion and higher print quality. “We have special lines for an array of printing technologies,” says White. “There are multiple laminates and finishes available. A lot of guys who are doing outdoor applications also laminate over the top, but that’s not needed in all cases.”

Another issue when working with printable magnetic substrates is color. Like any substrate, a profile should be created to get the best color results from the digital printer. Magnum Magnetics now offers ICC printer profiles for its DigiMag line. Their Web site lists specific printers for which profiles are available.
The thicker the magnet substrate, the heavier the stock and the stronger its magnetic pull. For example, a 12-mil magnet will have a pull-force of approx 30 pounds per square foot, while 20-mil will pull at about 60 pounds per square foot, and a 30-mil product will pull at 85 pounds per square foot.
It’s smart to choose the magnet thickness that’s appropriate for the job at hand. In general, 12- to 20-mil thicknesses are ideal for advertising specialties items. A 30-mil thickness is recommended for magnetic vehicle signage and should be strong enough to resist wind sheer at highway speeds.
Printers selling magnets for outdoor applications need to be aware of a phenomenon called “migration” that sometimes occurs when a rubberized magnet is left on a painted surface for too long. Heat and moisture can sometimes cause material from the rubberized surface to migrate onto the surface of the vehicle. When this happens it’s very difficult to remove, but can be easily avoided by regularly removing and cleaning the magnet and painted surface.
Industry insiders emphasize that migration issues are more common with magnetic substrates of lesser quality. Unfortunately, there’s no quick or easy way for the casual observer to tell which substrates are prone to migration. “I’m afraid that all car magnets will get a bad name because of migrations issues,” says Kanis.

THE POLITICS OF MAGNETS
Some industry members are concerned about the number of cheap, imported raw flexible magnetic materials that have flooded the U.S. market in recent years. Looking at the numbers, the U.S. International Trade Commission (ITC) reports that 2006 imports of raw flexible magnets from China were valued at an estimated $20.9 million and imports from Taiwan were valued at about $2.31 million.
The situation caused at least one U.S. manufacturer to petition the government for relief. Then, in October 2007, the Department of Commerce announced its decision to initiate anti-dumping and countervailing duty investigations of imports on raw flexible magnets from China, as well as an anti-dumping investigation on imports of raw flexible magnets from Taiwan.
Preliminary inquires are currently underway. If the ITC determines that these imports are injuring or threatening to the domestic industry, it could lead to federal anti-dumping sanctions against those countries. An announcement was scheduled to be made last December, and if warranted, preliminary anti-dumping determinations will be announced in February.

TIP SHEET
• Wait at least 90 days to use a magnetic sign on newly painted vehicles — 60 days for clearcoat, 2 days for newly waxed surfaces.
• Magnets are heavy. Make sure the printer’s feed and media take-up system can adequately handle the weight of the roll.
• Store rolled stock on end with the vinyl side out to prevent flat spots and attraction of metallic debris.
• Use a slip-sheet to reduce drag on printer platens.
• Compare magnetism levels between manufacturers of substrates with similar thicknesses.
• Most manufacturers recommend using at least a 30-mil thickness for magnetic vehicle graphics.
• Never place a magnetic sign on the ground with the magnet-side down. Tiny bits of iron debris can become attached that can damage a vehicle’s finish and are hard to remove.
• To guard against migration, moisture and dirt buildup between the magnet and the metal surface, remove the magnet at regular intervals. Clean both the magnet and metal surface with mild detergent, wipe with a soft cloth and allow to air-dry. (For vehicle-mounted signs, remove and clean daily.)
• After waxing and polishing a vehicle, allow two days for wax to cure before re-applying magnets.