A Very Belated Goodbye!

Hello loyal readers! I realized that I never gave you a proper good-bye hug and a hearty thanks for frequenting my blog. Shame on me!

For those of you who don't know, I left Bridgetown Printing in February to pursue my passion for graphic design. I went to college for graphic design, but never really had the confidence to pursue it as a full time career. I would tell myself things like "well, I'm just not good enough" or "it's just such a competitive field." All of these lies kept me from taking the plunge. It wasn't until September of 2009 that I began freelancing part time as a way to earn a bit of extra cash, but also a way to get my creative fix.

I found a job as an in-house designer for the third largest company in Oregon, FLIR Systems. FLIR manufactures thermal cameras used by the military, police, search and rescue, and now consumers too. My role will be graphic support for the print designer, videographer, 3D animator, and trade-show coordinator. So far they have kept me very busy, which is great!

I will still be very much involved with printing in my new role, which I am thankful for. It gives me such a huge advantage to have spent 4 years in the printing industry; now when I design files they are designed with production in mind.

You can still check out my current happenings on my new blog at http://enrichdesign.blogspot.com/. I frequently post projects I am working on (along with the occasional video of my cute kid). Thanks again for reading and I wish you all the best!

How Your Paper Choice Can Affect Your Response Rate

I recently received the following email:

"In your blog, Kyle, you offered to take questions. Well, I'm a print buyer in Texas and we are trying to find a stat about paper that will support paper selection and its impact on response rates. I talked to our direct mail guru, and while he isn't able to attribute this to a specific source, he says it all depends on the audience and the message. I tend to agree.

However, our training dept. actually wants to document and communicate the thought that higher paper grades attribute to increased response rates. I'm not sure where to look. Any ideas?"

My response was as follows:

"I’m so honored that I have a loyal reader! You pose a great question. There are no hard and fast numbers about paper grade response rates that I am aware of. However, I have a great example for you about target audience.

We do all of the printing for a local non-profit, which is funded partially by the state and also by donors. For as long as I know, we ran the newsletters on a glossy book paper. Donors began complaining that the glossy paper had to somehow be more expensive to produce, and they didn’t care for their money being spent on such an expensive piece of collateral. So, we began printing their project on a dull book stock. You and I both know that the cost of glossy vs. dull is almost identical, but in this instance it was all about perception. The newsletters were printed, the donors were pleased.

The key to choosing an appropriate paper grade is knowing your target audience and catering to them. I’ll continue to look around for any reports or documents on this topic, but I thought this was a great example. I hope this helps and thanks for reading!"

I love answering questions! If you have a question, you can email me at krichardson@bridgetown.com.

Tuckers New Flex Mailing Solution

Tucker Printing, one of our Consolidated Graphics sister companies, has introduced a new mailing capability for mailing odd-shaped packages (think t-shirt in a plastic bag). This process is known as flex mailing and the postage can be quite astronomical. Tucker, however, invested in this technology to streamline the process and cut costs on postage for you, the client.

Here is a recent case study on how they helped one of their clients save a ton of money on their flex mailing job:

"In the last month, we finished producing 990,000 sets of our flex mailing system for one of our customers, saving them a total of $336,600.00 off their normal postage. The total projected annual postal savings for this customer will be over $1,009,800.00 this year! In addition to the postal savings, switching to our flex mailer saved .02 cents apiece when compared to previous design. This saved them an additional $19,800.00, to bring their total savings as of 1/11/10 to $356,400.00.

Here are a few of our recent inquiries regarding the flex mailing system…

• 200,000 t-shirts inserted into the Xlarge size mailer $68,500 in postal savings
• 500M product mailers to go into the small mailer $170,000 in postal savings
• 2.7MM in an electronics mailing xsmall $918,000 in postal savings

Other developments:
We have been working with CGX’s agency to develop a name as well as a branded mailer and brochure to be available sometime in February. Coming soon we will also have unprinted classic size mailers in stock for short run mailings."

Nationally approved flex mailer sizes… the first size is the outer dimension and the second is the inside dimension for the erected tray:

Xsmall 6 ½ x 5 ½ 3 ¾ x 3 7/8
Small 9 x 6 3/8 6 ¼ x 4 ¾
Classic 10 ½ x 6 3/8 7 13/16 x 4 11/16
Medium 12 ½ x 7 ¼ 9 ¾ x 5 5/8
Large 14 ½ x 8 ¾ 11 ¾ x 7
Xlarge 14 ½ x 11 ½ 11 ¾ x 9 7/8

I realize this information can be quite daunting. Don't hesitate to give me a call at 503-863-5325 if I can answer any questions for you!

Variable Data: Adding a Personal Touch

A few years back, Bridgetown Printing thought it would be a great idea to do a variable data calendar campaign for our clients. Not only would our clients be getting a cool calendar with THEIR name on every page, but it was a unique way to show how we can utilize technology and incorporate it with print campaigns.

Variable data combines data management with digital printing to produce a personalized printed piece. To give you an example: traditional offset printing uses aluminum plates with an image engraved on the plate. You are limited to that image for thousands of impressions, which is what makes offset printing a cost-effective method for a large quantity of static pieces. Digital printing, however, doesn't use plates; instead, a digital presses uses electrical charges to adhere the toner to the paper. This allows for each piece that comes off the press to be different, or personalized.

When we work with a variable data project, we have the client supply us two things:

1. The art file with type/images placed in the area that you wish to be variable. So, if you are personalizing a postcard, the address area should read:

"First Name, Last Name

Address

City, State, Zip"

2. An excel spread sheet with the names of those you want on the product. Each column should match the variable fields you placed on the artwork.

Here's a great article that goes into the details on setting up your artwork for variable data printing: http://www.mmprint.com/info_personal_printing_newdoc.cfm

Of course, if you have any questions about this you can give me a call anytime. I'm not an expert yet, but I definitely have the resources with CGX Solutions behind me!

Communication Lifecycles

How long does it last?

The communication device in your hand. The shopping list in your pocket. The e-mail on your screen. The computer on your desk, the stack of publications in your office, the books in your library, the historical documents in your local museum...what's the lifecycle of communications? It varies widely, but in most cases, longer than that great idea your client just killed.

Ever-shorter lifecycles in electronics are not always good. Information in paper communications, while not as easily updated, can be accessed as readily twenty years from now as today. Not so true with electronic documents - you have to keep up with current hardware and software to read them over a span of time. Can you say floppy?

Email.....5 Seconds

Shopping List.....2 Hours

Periodicals.....6 Months

Cell Phone.....18 Months

Computer.....5 Years

Web Site.....5 Years

PDFs.....16 Years (so far)

Book in the NYC Library.....23 Years

Love Letter.....64 Years

Gutenberg Bible.....555 Years (and counting)

*Borrowed from 'This is Ed: #13 Balance' by NewPage Corporation

Kyle's Article Featured in Printers Trader Northwest Magazine!

I was recently approached by Sandy Hubbard, Editor and Publisher at Printer's NW Trader Magazine, who just so happens to frequent this blog! She had read my post about Bridgetown's recent acquisition of a Xerox DocuTech and wanted to publish it in their monthly magazine. Here is the article from September's edition:

Black & white with colorful results

by Kyle Richardson

To meet the increasing demand for affordable black and white duplication, Bridgetown Printing in Portland recently added a Xerox DocuTech 6180 to its existing equipment lineup. The digital press, known for its in-line finishing capabilities, can collate both printed and pre-printed sheets. Vice president of sales, Steve Plattner, commented on the recent purchase: “The Xerox Docutech allows Bridgetown to expand the range of services we offer — in this case high quality, quick turn, black and white reproduction and binding to help meet our clients’ growing needs for personalized materials, manuals, workbooks, and other text-intensive projects.”

To enhance the DocuTech’s capabilities, a Powis Parker tape binder with a separate foil-labeling device was also purchased. The tape binder uses a variety of colored tapes, which are inserted one at a time into the labeler. A small keyboard allows the user to type in the title information, and, after inserting a silver or gold foil cartridge, the tape comes out several seconds later, foiled and ready for binding. What does this mean for Bridgetown’s clients? In short, Bridgetown is turning black and white into some colorful results.

Kyle Richardson is an account executive with Bridgetown

Printing and author of the blog “All That’s Fit to Print.”

The Bindery: Start With The End In Mind

One of the most important aspects of any printed project is the final touch, or the "finishing department", as it is called. It is critical with any project to plan with the end in mind. Understanding folding, as well, is essential to effective bindery planning. Paper can be folding in many ways. Mismeasured folds are the cause of many reprinted jobs. Generally, you can expect a tolerance of 1/32 inch per fold. This varies according to the weight and the caliper (thickness) of the paper stock and the location of the folds. Proper planning in the design and production stage will help eliminate errors.

Illustrated are the most common folding styles used in print production today. Using standard names will help ensure good communication between designers and printers.

No Sugar Coating Around Here!

I recently received this question from a fellow professional in regards to using a varnish vs. aqueous coating on a project:

"Can you weigh in on a debate about coatings? I've received conflicting information from two of the printers I work with on what acqueous coating is versus varnish. Can you give me information about them both, their purpose, their effect on the sheet? And also, are there other coatings I should be aware of? In general, I am using coatings to seal the sheet and prevent ruboff, but I don't want the coating to be evident; in other words, it shouldn't change the feel of the sheet. One printer tells me acqueous is the way to go, the other says it's varnish. Thanks, Janet."

Here was my response:

"Hi Janet! You pose a great question. Here is my take on it:

Aqueous coating: generally used for protection of the sheet and to prevent scuffing of inks. If you are looking for a non-obvious coating to protect your sheet but not give off a glossy look or feel, a dull or satin aqueous is the way to go. This can be done in-line on our sheetfed press. As a side note, we also offer “writeable” aqueous, meaning if you want to protect a sheet but still allow users to write on it with ink or even inkjet addresses on it, we can do this.

Varnish coating: generally used for an aesthetic appeal. There are different types of varnish, like gloss, dull, and satin, but we generally see gloss used. We recommend using a varnish if you are doing a spot gloss piece, because it tends to pop more than the aqueous. This can also be done in-line on our presses.

UV coating: a high-gloss coating that will thicken your piece. This is as close as you can get to laminating without actually laminating. This can be done off-line.

I hope this answers your question. Thanks for asking me and if you have any more, keep ‘em coming! -Kyle"

And that's the truth: I love helping out others and answering questions. If you've got a question that is just really bugging you and keeping you from sleeping at night (or just a normal question), feel free to email me at krichardson@bridgetown.com. Have a great weekend everyone!

Bridgetown's Steve Plattner Featured in Online Article!

"Print With Purpose" Shares Compelling Statistics on the Result-Generating Power of Printed Communications

Appleton Coated

“Print With Purpose” defines the role of print in the rapidly-evolving marketing landscape and demonstrates its positive impact on the bottom line. This new resource from Appleton Coated is designed to provide insight and inspiration to decision-makers involved in choosing print, and to all who play a role in its creation and execution. Powerful statistics and supporting commentary explain how printed communication drives action and delivers results. To receive a copy, call 1-800-663-1813.

Appleton Coated compiled this data-rich content based on discussions with direct marketing professionals, industry thought-leaders and the most current industry research. “We’ve found print’s role in the marketing mix is as vital as ever,” says Phil Cavalier, vice president of marketing at Appleton Coated. “Its engaging, tactile and interactive qualities create a personal connection, and through this emotional association, brands are built. It’s portable and influential. It’s the preferred format for senior executives for gaining insightful, informative analysis. Generationally, the majority of (Baby) Boomers value printed and posted materials for their privacy, security and reliability. Across all audiences, print ignites action online, sparks interest and trial, and leads to sales, response and loyalty.”

“Print With Purpose” http://www.appletoncoated.com/index.php?GroupID=124 succinctly describes these traits, backs up the observations with facts and figures, and presents the information in a stop-you-in-your-tracks visual package. Appleton Coated’s sales and marketing team previewed the piece with key paper merchants and printers. Cavalier says, “We’re getting a remarkable reception. We’re hearing that the timeliness and importance of this piece is already opening doors that would never have been cracked.”

Steve Plattner, vice president of Bridgetown Printing in Portland, Ore. http://www.bridgetown.com, agrees, “I can claim, ‘Print does a great job and delivers effective results,’ but a customer will ask specifically how print can help their business. This piece helps me answer that question. Instead of talking in vague platitudes or emphasizing the ephemeral and ethereal aspects of paper, Appleton Coated has gathered some strong statistics supporting the significant role print plays in communication.”

“I like that “Print With Purpose” shoots down a lot of myths we’re encountering in our industry. Most importantly, I like how it explains that print and online can work together,” says Tony Harris, vice president of sales and marketing of Monroe Litho in Rochester, N.Y. http://www.monroelitho.com “We keep hearing that print’s going away and everything is moving online. People say this because they think moving to an almost exclusively online presence costs less and that it’s more green. This is not necessarily true. Going online is not necessarily a greener option than printing, nor does printing green mean it will cost more.”

To view the article in its entirety, click here.

You take our files and Rip them??!!

Prepress...the bane of existence for both printers and designers alike. If the shape of a press shop were that of a bottle, the prepress department would certainly be the neck. Missing fonts, low resolution photos, files saved and packaged incorrectly. Yikes! It's the perfect storm. Since this can be such a headache for many designers, Bridgetown has put together a checklist for you to make this process as painless as possible. The next time you send a job to your printer, take a peek at this list and your life should be much easier!

Pre-Press Checklist:

If you are providing print resolution bitmaps rather than having us scan them for you, for best results please use these guidelines:

❏ Scan the image at the appropriate dimension for your document. An 8 x 10 original image being used in a 4 x 6 space need not be scanned at 100%.

❏ Do not enlarge the scanned image beyond 120% when placing it in your document.

❏ Try to follow the 2 to 1 rule. The resolution should be two times the line screen. For example, 150 lpi x 2 = 300 dpi.

❏ Bitmaps for process color separation need to be CMYK EPS or CMYK TIFF files.

❏ Do not use compression methods (i.e. LZW or JPEG) on placed images for output.

❏ Avoid using RGB images whenever possible, they will be converted to CMYK.

When creating documents to send to us for output, please ensure that:

❏ The document dimensions are correct.

❏ No lines or anchored rules are thinner than .25 points.

❏ All images are correctly positioned.

❏ Avoid rotating images in layout software (i.e. Quark XPress, InDesign). Instead rotate high-resolution images in photo manipulation software (i.e. PhotoShop).

❏ Vector Graphics (EPS files from Illustrator or FreeHand) do not have excessive points and long paths have been split.

❏ Logos and graphics created in programs like Illustrator and FreeHand have the type converted to paths.

❏ The status of all imported pictures or links is "ok."

❏ You have used only fonts that you intended to use.

❏ All unused colors have been deleted.

❏ The pasteboards surrounding all pages are empty.

❏ Bleeds have been extended at least 1/8" beyond the desired trim.

❏ Process Separation has been designated for all process color builds.

❏ Colors defined in Adobe Illustrator or other applications should be consistent.

❏ All documents have been proof-read and double-checked before submission.

Before sending files to us, please make sure that you have included:

❏ All printer and screen fonts required to print the document.

❏ All EPS and/or TIFF files.

❏ All required Quark XTensions.

❏ All original application files.

❏ Final laser prints of all document pages, including separations if applicable.

❏ Laser output of the directory of files.

❏ Names of all files to output.

❏ Page ranges to output for each document.