Printing 101: Knowledge is Power

Not just anybody can write, edit, proof, or design a book. The same holds true for getting books printed. Manufacturing is one of the more technical parts of book publishing. When it comes to printing, knowledge is power. There are just as many details to printing as there are in the preproduction phases when it comes to achieving the quality you desire at the best price and in the time frame you need. The old saying about “Good-fast-cheap, pick two” is also generally true in all aspects of publishing and especially in printing.

A good print production manager can balance a client’s goals delicately so his client doesn’t have to pick two and totally kill the budget, schedule or quality. If top quality and high design are a client’s first priorities, the manager is equipped to negotiate through the maze of technical decisions and planning while keeping the process efficient so he can acquire competitive quotes from printers that will meet the client’s budget.

You see, there is an obstacle for Joe Public. He probably doesn't know the technical language and specifications of printing or understand printer procedures and file formats. Printers know this so they are going to charge Joe a good bit more IF they even accept orders from nonprofessionals—orders with which they have learned to expect complications due to print file problems, improper template settings, time-consuming questions, and stalled communications and schedules.   The most common complaint we hear from printers is that print files from private clients managing their own projects almost never get uploaded to the printer’s production site by the scheduled date. This puts printers in a costly bind.

It is important to recognize that a printer is running an efficient manufacturing facility that runs on a just-in-time process. A built-up reputation of reliability helps in many ways and especially comes in handy when there is a tight schedule or budget to handle. Also, technology and materials upgrade rapidly, so one has to stay informed to make good business decisions.

The key to a production manager’s success is knowledge of printing and relationships. There are so many little details about preparing a print project that can escalate to costly problems if mishandled before uploading files.

If author Joe uses a production manager for printing his book, he has wisely handed the work to someone that can anticipate all needs and questions, speaks the printer's language, knows their unique formatting and material specs, and can save Joe money.

In essence, you don't have to know the in's and out's of printing, and there are many. You just need to have someone on your side that does.