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An interview with Bruce Peterson on ‘What They Think’ at PRINT 19.

February 14, 2020

Interview With Bruce Peterson at Print 19

Video Transcript

(Richard): Hi. This is Richard Romano, managing editor for Whattheythink.com and we’re here in Chicago at Print19, and we are joined by Bruce Peterson, who is the president of Colter & Peterson. Thank you for joining us.

(Bruce): You’re Welcome. Thank you.

(Richard): Now you’ve got their two signature lines, the Prism and the Saber paper cutters. So talk a little about the difference between those two series and who their intended audience is.

(Bruce): Well, both the machines are our design. We manufacture all of the electronics for each machine here in Petaluma, California. It's based on our Microcut® concept, so we are able to not only supply but service and support all the electronics on the machines, which is one of the biggest differences in paper cutters over the past 20-25 years. The Prism® paper cutter is based on the design of a polar paper cutter. It's what we call a single long-pull machine. The Saber® paper cutter is what we call a double-arm pull machine, so it’s heavier than a typical 45-inch machine. It weighs about a ton more than the Prism or the Polar®, so we consider it to be more of a heavier duty machine, slightly more robust. Both machines cut very well. They are warrantied for two years and do an excellent job for the application.

(Richard): Do you think that people take paper cutters for granted? What are the differences between paper cutters? Do they have to change as different print materials come out or as different substrates are invented? How do paper cutters change over the years?

(Bruce): Well, I mean, we always consider the paper cutter to be the hot water heater of the printing plant, because when it breaks down, people need it right away. I often imagine my wife in the shower with no hot water and the biggest emergency of the day is, “Get that darn thing fixed.” We are often put in the position of “Get me a machine right away.” I got a call from one of my biggest customers this morning who said, “I need you to install a machine next Friday.” So, that’s the world we live in. Machines go down, we have to get a machine. We try to stock machines. We also offer a full complement of used and reconditioned machines. I have over a hundred in our warehouse, so we try to help people right away. The biggest difference, as I’ve mentioned in paper cutters over the last quarter-century, is the electronics. The basic way a paper cutter cuts has not changed dramatically over the past half-century. You clamp, you cut, you push the paper towards the blade. So, it’s a pretty simple process.

(Richard) Now you also retrofit older models with the Microcut®. Now tell me a little about that process.

(Bruce) Well, the Microcut computer technology came to be on paper cutters roughly in 1980. So there was a whole generation of machines that had been manufactured before that which had old tape spatial technology, not unlike an 8-track tape, and once computers came along it was quite a bit more advanced. We put on an excess of 15,000 retrofits on machines ranging from 20 inches to 150 inches in size, and we update the newer electronic technology on all of the machines. We build that same technology as I mentioned in all our Prism and Saber paper cutters.

(Richard) Keeping everyone on the cutting edge

(Bruce) We are on the cutting edge. We always have been.

(Richard): Thank you very much for joining us.

“We put on an excess of 15,000 retrofits on machines ranging from 20 inches to 150 inches in size, and we update the newer electronic technology on all of the machines.”

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