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Archive for December, 2012

Short-run Book Printing: Ways to Cut Costs

Thursday, December 27th, 2012

On this custom printing job, we’re trimming the book costs to the bone. A print brokering client of mine is producing a family history from the Second World War. He needs to keep costs down since he will be paying the bill himself. However, it’s his legacy. Therefore, the book has to look really good.

Questioning Book Trim Sizes

For this 352-page book with an ultra-short press run of 50, 100, or 200 copies, we have looked at offset and digital commercial printing from various vendors. Offset would be ideal due to the superior quality of the print. In fact, regardless of how we produce the text, printing the cover via offset lithography will be essential in order to maintain the level of quality my client requires.

In the various estimates I have received, I have seen about a $2,500.00 premium (for all press run options) to print the 9” x 12” size rather than the 8.5” x 11” format. Although the larger book would give a more dramatic feel to the printed product, and although it would provide more space for a more ornate interior design, it would be expensive.

Other vendors’ prices reflect a smaller cost difference between the two sizes, but the $2,500 price difference noted above comes from the vendor with the lowest overall bid. So this may be a good place to cut. Therefore, I have asked my client to consider the 8.5” x 11” size over the larger format.

Questioning the French Flaps

My client also wanted French flaps, the flaps that fold back into the front and back covers giving the illusion of a dust cover on a paperback book. It’s very high style. I included them on a book for the Chilean Embassy once. Picture 3.5” flaps extending from the face margin of the front and back covers. Once folded in, they give an extra front and back panel on which to include author biographies, supplemental material, or whatever else the author wants.

However, they’re expensive. The commercial printing vendor with the low bid would charge about $700.00 for French flaps on any of the three press runs. Therefore, I’ve asked my client to consider their value to him.

Considering Cover Coatings

I initially specified a lay-flat dull film laminate to be applied to the front and back covers. These offer a crisp appearance and ultimate protection for the books. However, the coating is applied by an additional vendor, a subcontractor. The low bid vendor can apply a dull UV coating with his own equipment, saving approximately $200.00 to $500.00 for all press run options. I’ve asked my client to consider this.

Considering the Digital Option

Another print vendor with an HP Indigo can offer a digital 9” x 12” book with French flaps for approximately $2,300.00 less than the low bid offset printer can produce an 8.5” x 11” offset-printed book with French flaps. This would be true for 100 books but not for 200 books.

There will be a lot of photos, so this is not necessarily the best answer. The Indigo is the highest quality digital printer I’ve seen. The liquid toners provide superb color. But for this job all that’s needed is black and white. However, the photos are from World War II. They’re not great. They need to be exceptionally well reproduced. Fortunately the digital commercial printing vendor has also included in his price an 80# Finch Vanilla Text stock, which is slightly thicker than the paper included in the low-bid offset printer’s estimate.

I’m going to want to see samples of similar print books from this vendor, but I’ve asked my client to keep an open mind. Fortunately, only the interior pages would be printed digitally. The cover would be offset printed, and the pricing would include French flaps.

The All-Digital Option

I have tried to steer my client away from only printing an electronic book to be read on a tablet. I think that especially for a family history, a physical print book he and his family members can hold in their hands would be treasured. After all, the focus of the book will be on the photos. So having a two-page spread of 9” x 12” pages (i.e., a 18” x 12” canvas, if you will), would be impressive.

That said, it wouldn’t hurt to distill the InDesign book file into a screen-ready (as opposed to press-ready) PDF. Perhaps the design could be slightly altered as well to optimize this version for reading on a tablet. The good news is that burning the file to CD or DVD (even commercially, in order to yield 50, 100, or 200 copies) would not be very expensive.

If my client were to print (either digitally or via offset lithography) a small to medium inventory of physical print books and also burn PDFs of the book to CD or DVD, he could sell the CDs or DVDs for a small amount and make a profit that could help offset the cost of the physical book printing run.

I’ve also asked my client to consider this option, and, just in case, I have an offset printer waiting in the wings who duplicates CDs and DVDs in addition to putting ink and toner on paper.

What You Can Learn from This Experience

Here are some rules of thumb to take away from this case study:

  1. Consider the trim size when designing a book. The number of book pages that can be laid out on a press sheet will significantly affect the final cost.
  2. Any aspect of production that can be done in-house by your printer, rather than jobbed out to a subcontractor, will save you money. This includes binding methods and cover coating methods.
  3. “Bells and whistles” such as French flaps, embossing, die cutting, and such, improve the overall look of a book. However, their absence does not necessarily reduce the aesthetic value of your project. Consider whether they are really necessary. Omitting them can save you money.
  4. Look closely at the press run and page count when determining whether to choose an offset or digital press. Offset is still superior, but for many jobs digital printing would be fine. Don’t pay for what you can’t see. But be sure to check out samples closely under good light.
  5. In choosing between a print version only or an electronic version only, why settle for one or the other? Consider saving money by doing slightly shorter runs of both.
  6. These rules of thumb pertain to other jobs than just book printing.

Direct Mail Packages: Postage Costs Will Rise in January

Wednesday, December 19th, 2012

It’s coming. You can almost set your clock by the postage rate increases. Every year, the US Postal Service can raise rates. As long as these increases do not exceed the rate of inflation, the Post Office does not need the approval of the US Congress.

It is interesting to note that in spite of the rapid growth of Internet marketing initiatives, the majority of US Postal Service revenue comes from direct mail packages. As justified as these rate increases are, it’s unfortunate as well, since those who use the Post Office the most are gradually being motivated to change their methods of communicating with clients, prospective clients, and donating organizations.

Specifics of the Rate Increase

Not all rate changes will be the same. The overall postage rate increase on January 27, 2013, will be 2.57 percent, but various classes of mail will incur different increases.

First-Class Letter Mail

The US Postal Service defines letter mail as:

  • Rectangular
  • At least 3.5″ high x 5” long x 0.007” thick
  • Not more than 6.125” high x 11.5” long x .25” thick

Postage for letters weighing one ounce or less will increase from 45 cents to 46 cents. Postage for First Class postcards will rise from 32 to 33 cents.

If you mail individual pieces rather than bulk First Class mail, you can buy “forever stamps” with no printed face value. If you buy the forever stamps before the rate increase at the current rate, they will be usable after the rate increase at the new rate. Unfortunately these stamps cannot be used for bulk mail.

Presort First Class Letter Mail

This postage classification includes discounted bulk mail that receives first class handling. To receive this discounted rate, your mailing must consist of 500 or more pieces. At present, the per-unit postage is 10 cents less than regular letter mail. In January, the rate will increase approximately 2.7 to 2.9 percent (or about 1 cent per unit).

Presort Standard Letter Mail

Unless your direct mail packages exceed the requirements for letter mail (and unless your mailing qualifies for nonprofit rates), this is the classification for most bulk mail. Rates for Presort Standard Letter Mail will increase in January between 1.4 percent and 2.1 percent, or about half a cent per unit.

Nonprofit Letter Mail

Nonprofit mailings that fit the letter-sized requirements will cost 3.25 percent more to mail after the January increase.

Every Door Direct Mail

This pertains to postcards your retail business delivers into a particular geographic area targeting every resident, as the name implies. You don’t even need to have a mailing address to take advantage of this new mailing program. The current rate is 14.5 cents per postcard. This will rise to 16 cents in January, slightly more than a 10 percent increase.

How You Can Save Money

Here are a few things you can do to save money on postage:

  1. Clean your mailing lists. Make sure that all the addresses are complete, accurate, and current.
  2. Consider reducing the trim size of the elements of your direct mail package. Talk with your postal service representative about reduced postage costs that might result from smaller (i.e., lighter) mail.
  3. Specify a lighter paper stock. Asking your custom printing supplier to use a 65# cover stock rather than an 80# cover stock, or an 80# cover stock instead of a 100# cover stock, will reduce the weight of your mail piece. Lighter mail requires less postage.
  4. Make the most of the newer technologies. Personalized mail gets higher response rates than non-personalized mail. Use variable data custom printing to make your direct mail packages specific to your target audience. In addition, pair direct mail with Internet-based vehicles such as PURLs.
  5. Fold creatively. For instance, instead of sending an 8.5” x 11” piece at a “flats” rate (that is, a non-letter rate), fold the piece to 5.5” x 8.5” and benefit from the much lower “letter” rate. Or mail a 6” x 11” piece for the same (letter rate) cost savings.
  6. Ask your Post Office about comingling mail (sending out your direct mail with other pieces from other mailers) and drop shipping (shipping your mail directly to a Bulk Mail Facility). This may reduce the postage cost for your direct mail packages.

Business Card Printing: Avoid Toner Scuffing

Friday, December 14th, 2012

I’m in a bit of a quandry.

I’m have contracted with a commercial printing supplier to print business cards for a brokering client of mine. My client wants 500 business cards on Classic Crest Eggshell cover stock. The plant manager noted that my client’s digital print business cards will not be as abrasion resistant as offset-printed cards. This will be especially true if someone puts a business card in his/her wallet or if the card gets a lot of handling (i.e., abrasion from the natural skin oils on people’s hands). The commercial printing plant manager said the Indigo toners will scratch more easily than offset ink because the toner does not seep into the paper. Instead, it sits up on the paper’s surface.

I let my client know that her options were to print the card digitally, assuming there might be some scuffing with heavy use of the cards, and yet also knowing the digitally-printed job would cost considerably less than an offset-printed job ($77.00 vs. $204.00 for 500 business cards).

Based on the price and the appearance of the digital business card proof on the chosen stock, my client opted for the digital business card printing route. If the HP IndiChrome ink (liquid toners for the HP Indigo) would only scuff under rough treatment (moving against other cards in a wallet or enduring heavy handling), my client could accept that.

A Different View from Another Printer

I mentioned the first printer’s comments to another custom printing vendor who was pricing a different job on another Indigo press. He said that the liquid IndiChrome inks were suspensions of pigment in oil, so the fluid would be absorbed into the paper fibers and give the toner something to hold onto. He thought there should be good rub resistance even on uncoated paper.

My Online Research

Since I was confused by the differing views from the two printers, I did some online research. Here’s what I found. You may find it useful when designing business cards:

  1. Any printed piece not coated with varnish, liquid or film laminate, UV coating, or aqueous coating will have some tendency for the ink to rub off.
  2. Some Indigo operators have had trouble with more offsetting and scuffing on HP Indigo equipment than they had expected; however, there seem to be ways to lessen surface ink abrasion.
  3. Choosing an uncoated press sheet will be more likely to result in abrasion and offsetting of liquid toner onto adjacent sheets.
  4. Coated sheets seem to have fewer problems with rubbing and offsetting.
  5. HP provides a list of certified paper stocks that accept the liquid toner more readily than do other paper stocks.
  6. HP provides a Sapphire coating for paper stocks that can be applied to improve liquid toner adhesion to the paper’s surface.
  7. Some operators have found through experimentation that certain paper stocks that weren’t supposed to work well on the Indigo do in fact work just fine. Other paper stocks do not. In these cases the liquid toner scuffs or won’t adhere to the sheet.
  8. Adjusting the blanket temperature on the HP Indigo can make some otherwise unsuitable paper stocks work just fine (higher temperatures for solid ink coverage; lower temperatures for screens of a particular ink).
  9. Total area coverage (the amount of ink, or in this case toner, on the press sheet) makes a huge difference. According to one printer, total area coverage should not exceed 240 percent (the total aggregate percentage coverage of all screens of all colors). For example, C80 M20 Y40 K20 = 160 percent total. Printing 100 percent coverage of all colors (400 percent) would saturate the press sheet and just make a mess.
  10. Apparently, not using a full 100 percent coverage (but rather a 98 or 99 percent coverage) for solid ink can help avoid scuffing.
  11. When problems persist, take the product offline and add a UV coating or a silk aqueous coating.
  12. Using a gloss or silk coating will minimize scuffing, whereas a matte coating may make scuffs more obvious rather than less obvious.

How You Can Use This Information

The best way to use this information is to share it with your commercial printing supplier. In most cases, he will already know the pitfalls. Ask for a sample of your business card on the paper stock you like. See if it scuffs when you rub the toner. If you’re concerned, ask your printer to add a paper coating offline. Or change the paper stock. Also make sure your printer is using a stock that has been certified by HP. If all else fails, print the job using offset lithography.

Custom Printing Is Still Alive According to Online Sources

Wednesday, December 12th, 2012

I came upon a few articles recently that show various venues in which the printed word still flourishes.

Direct Mail Packages Just Work

The first article is a snippet from a commercial printing supplier’s website. I work with this vendor as a broker. Let’s call them “Printer A” so as not to give them an unfair advantage. To quote from their website, “This political season, [Printer A] printed and mailed over 24.5 million pieces in a three-month period.” To continue, this printer has noted increased spending on direct mail packages. Printer A attributes this resurgence to businesses’ attempting to attract new customers by using “mail that gets noticed.”

What This Means

Direct mail marketing still works, even in the age of email and tablet computers. Printer A was slammed and had to provide longer than usual schedules for some work prior to the election due to the vast number of print jobs in progress. Companies and political parties don’t spend money on advertising that is ineffectual. A coordinated, multichannel initiative directed toward individual prospects using variable data culled from demographic research makes direct mail a formidable tool.

Colourtone Aries Says Printing Is “Tangible”

BizCommunity.com Daily Industry News, dated November 12, 2012, includes a statement issued by Colourtone Aries that custom printing is still “a critical element in the marketing mix” due to its tangible nature. The BizCommunity article, entitled “Printing Will Not Die, Says Colourtone Aries,” notes that direct mail, point of sale pieces, brochures, and packaging are still dynamic marketing tools.

To quote from the article, Colourtone Aries believes strongly that “a brand’s interaction with the consumer is, and will always remain, tangible, either in the initial contact or when receiving a product. Printed communication, marketing and packaging, which adds to the consumer’s brand experience…is an integral part of the success of branding.”

What This Means

The key words here are “tangible” and “the success of branding.” The Internet is evanescent. It’s one useful marketing channel, but Colourtone Aries sees the “tangible” qualities of print as a necessary part of a brand’s connecting with a consumer on a personal level, forging a lasting bond and inspiring customer loyalty. Commercial printing is powerful and relevant.

Tablets May Actually Increase the Reading of Printed Periodicals

Media Bistro included the following article by Ryan Lytle in its November 15, 2012, newsfeed: “Tablets May Fuel Print Magazine Market, Report Says.”

This online article references a report by the United Kingdom’s Professional Publisher’s Association (PPA), which notes that tablet users read and respond to digital magazines. Furthermore, the PPA report notes “a positive correlation between print and tablet readership.”

PPA notes that while 80 percent of those surveyed had read a printed magazine within the past year, 96 percent of tablet owners had read a printed magazine within the last year.

The Media Bistro article suggests that readers have been using both tablet-based periodicals and printed periodicals. They want both formats, and in some cases the digital versions have even introduced readers to a new magazine or newspaper brand and have motivated these readers to subscribe to the print periodical, which they might not otherwise have done without the initial exposure to the periodical on the Internet.

Marius Cloete of PPA notes that: “Tablet owners are more likely to have read and purchased magazines in the previous 3 months than the national average, dispelling the myth that tablet owners are abandoning print in favor [of] digital.”

What This Means

Tablet owners are more voracious readers than the average person. They have embraced the tablet, but they still like printed periodicals. It’s not a question of choosing one over the other. Rather it is about exploring and celebrating the differences.

Custom Printing: Hybrid Presses Mix Offset and Inkjet Technology

Monday, December 10th, 2012

I learned a new word today: “bespoke.” It means “to a buyer’s specification” (Wikipedia), and in the most recent era of print production it means that presses are being manufactured to exactly fit the print supplier’s needs. Think of it as “mass customization” for printing professionals (hardware, that is, rather than printed products).

“Combining the Best of Both Worlds with Hybrid Inkjet Presses,” an article by Jo Francis in the November 15, 2012, issue of Print Week, addresses not only the benefits of combining offset and digital elements on the same printing press but also the trend toward users’ designing their own hybrid presses on the fly, as the situation warrants. This is exciting.

Examples of Hybrid Technology

Here are some examples noted in the Print Week article:

  1. Anton Group in Essex, Komatsu in Japan, and Axel Springer in Germany have incorporated Kodak Prosper inkjet printheads into their Heidelberg, Ryobi, and Manroland presses.
  2. Focus Label Machinery in Nottingham has incorporated Konica Minolta Colourprint heads into their label press. When they’re not using the inkjet heads, they can be moved out of the way.
  3. Press manufacturer KBA has incorporated inkjet technology into its RotaJet 76 inkjet web press using Kyocera printheads.
  4. Timsons has created a continuous inkjet book printing press, the T-Print, using Kodak printheads.

Implications for Hybrid Printing

This movement within the inkjet arena has several implications for custom printing:

  1. It means the quality and speed of inkjet technology have reached a level that now competes with the quality of offset lithography.
  2. It reflects the ingenuity within the community of commercial printing providers. For example, instead of merely buying a Kodak Prosper press, many printers are attaching Prosper printheads to existing offset sheetfed equipment. When the press is operating at full speed, the offset printing and variable data inkjetting can proceed at approximately 10,000 sheets per hour rather than the 3,000 to 5,000 sheet-per-hour rate of typical personalization equipment.
  3. It reflects the flexibility of these custom printing solutions. For instance, one printer referenced in Francis’ article, Anton Group, has both an 18,000 sheet-per-hour Speedmaster with four inkjet heads and six more inkjet printheads attached to an offline system to be used for shorter runs, thicker paper stocks, and as a back-up option when needed.

The Bottom Line: Higher Quality, Lower Cost, Faster Turn-Around

Here are some benefits these hybrid offset/inkjet presses offer:

  1. Commercial printing suppliers are saving energy, reducing waste, providing only the amount of printed material the client needs, and saving time by marrying static data and variable data on one press instead of producing separate offset and inkjet press runs.
  2. Drying technology is in place for continuous stream inkjet, allowing custom printing vendors to use both coated and uncoated paper stocks.
  3. Personalization significantly increases the response rate of direct mail printing. Hybrid technology reduces the cost of digital printing supplies while increasing the response rates of printed direct mail products.
  4. Due to the comprehensive nature of the technology as well as its speed, efficiency, and low cost, hybrid printing will be ideal not only for personalized address information but also for multiple areas of text and images within a printed product, as well as barcodes, QR codes, and security codes.

Next Steps for Hybrid Printing Technology

  1. The Print Week article notes several print providers that are producing black-only work (primarily books) but that plan to incorporate process color inkjet capabilities in the near future. This is particularly encouraging since color increases response rates in direct mail marketing materials, and variable data color will increase response rates even further.
  2. Printers are moving toward printing duplex (both sides of the press sheet) rather than just simplex (one side of the sheet at a time) jobs with the hybrid offset/inkjet equipment.
  3. A “digital bar” (as opposed to distinct inkjet heads) already exists, according to Francis’ article, that includes inkjet printheads “seamlessly stitched together, so [the] image area covers the whole sheet or web width.” This means that inkjet text or images can be placed anywhere on the substrate (i.e., designs don’t need to be altered to position variable data under specific printheads). At this point, the digital bar is 17”; by next year it will be 30”.

So things are really moving in this arena of custom printing technology.

Promotional Products: A Mixed Bag, but Revenue Is Trending Upward

Sunday, December 2nd, 2012

I read an interesting article today on the PM (Promo Marketing) website referencing IBISWorld’s market survey on promotional products. The good news is that revenue is increasing.

What Are Promotional Products?

First of all, this is a broad category of printing, somewhat hard to fully grasp. Promotional products include pens, mugs, t-shirts and jackets, hats, bags, lanyards, stress balls, tree ornaments, can coolers (foam can holders that keep the cans cool), vinyl and leather pad portfolios—even cases for small bottles of hand sanitizer and canvas folding chairs.

All of these products have one thing in common. Somewhere on the item there’s space to print a company logo and name. So the purpose of the items is to promote a company, presumably more effectively than by advertising alone since every time you take that tennis racket cover off you see the word “Dunlop,” and every time you sit on the folding chair you see the word “Nike” (or whatever). Promotional products expose the owner to a brand every time the item is used.

Promotional products are printed using any of the following methods: screen printing, dye sublimation printing, inkjet printing, and thermal transfer printing. Unlike other printed products, however, almost all promotional products start with premanufactured “blanks”: items produced by other vendors prior to personalization by promotional printers.

What’s Happening in the Industry?

According to “Promotional Products Industry Revenue Expected to Increase 4.1% in 2012,” the news is good. Following the financial crisis, the promotional products industry has begun to recover, showing positive growth each year since 2007. According to the Promo Marketing article, the industry is expected to grow 4.1 percent in 2012.

Why the Increase in Promo Product Revenue?

Here are three reasons:

  1. Advertising budgets have been expanding as the economy has been improving.
  2. The 2012 Olympics increased demand for promotional products.
  3. The 2012 presidential and congressional elections increased demand for promotional products.

But Not All the News Is Good

Unfortunately, there has been a decrease in promotional item print buying by one large industry: pharmaceuticals. In 2009, the pharmaceutical industry stopped printing and distributing non-educational promotional items (according to Anna Son of IBISWorld). Since the pharmaceutical industry is such a large player (11 percent of the market at the time), these self-imposed marketing rules cut industry revenue by 14.4 percent (in 2009), when combined with reduced advertising spending.

In addition, consumer safety laws (such as the Consumer Product Safety Improvement Act of 2008) have driven up the cost of insurance and product testing. And, according to the Promo Marketing article, globalization has facilitated clients’ buying directly from manufacturers rather than from promotional product printers. These two developments have caused some promotional product firms to go out of business and others to consolidate.

The Take-Away

So the current state of the promotional product industry is as follows: Advertising budgets are expanding, and companies are focusing on integrated marketing, a coordinated effort incorporating every technology from ink on paper to digital-only products to promotional items. Promotional items are considered efficient and cost-effective marketing vehicles since they expose an individual user to the brand many more times than print ads or broadcast media ads. Therefore IBEXWorld forecasts growth during the next five years.

An Industry with Many Small Players

“Promotional Products Industry Revenue Expected to Increase 4.1% in 2012” also includes two particularly interesting facts about the promotional products industry:

  1. No promotional products company holds more than a 3-percent share of the market.
  2. The four top companies in the promotional products industry capture only 9.2 percent of industry revenue.

According to the Promo Marketing article, these facts reflect “an industry [that] consists of a large number of small, niche operators that focus services on local and regional markets.”

Why You Should Care

Any news that reflects growth within the custom printing arena is positive, in my opinion. In addition, increased demand in any printing-related venue means more work for graphic designers, commercial printing suppliers, print brokers—the list goes on.

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