An apparatus and method for printing directly onto print media including smooth non-absorbent media substrates (e.g., polymer films) inks having a wide range in viscosity, so that flexographic, gravure, and lithographic inks can all be contemplated. The proposed method is able to print with variable data/imaging. Dampening fluid may be patterned onto an imaging roll by coating the imaging roll with a layer of the dampening fluid and selectively evaporating off a patterned portion via a laser imaging device. The imaging roll then contacts the print substrate and transfers the patterned dampening fluid onto the substrate via film splitting. The substrate then passes through an inker station where ink is deposited directly to the substrate for attachment thereto except where rejected by the dampening fluid.