It is the commercial print firm's first long perfector and replaces a four-colour Heidelberg Speedmaster press.

The investment is expected to create more capacity, allowing its other presses to concentrate on longer runs.

"The investment allows us to nibble away at the B1 market. We have noticed an increase in average run lengths over the last two years as work traditionally placed with B1 printers has come our way," said Hickling & Squires managing director Richard Wells.

The firm has restructured by reducing its sales force. According to Wells, the rise in "soft proofing" via email and ISDN has resulted in more business done at the office rather than through personnel "on the road".