Wednesday, December 30, 2009

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!

Monday, November 30, 2009

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 The computer on your desk, the stack of publications in your office, the books in your library, the historical documents in your local museum...what's the lifecycle of communications?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.”

Wednesday, November 18, 2009

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.


Friday, November 13, 2009

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!

Monday, October 5, 2009

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.

Thursday, September 24, 2009

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.

Monday, August 24, 2009

It’s Back to School Time!


September usually marks the time of year that a child’s summer is cut way too short and they are sent packing to the classroom. After months of brainless activity (ie. movies, camping, ice cream, etc.) their minds are kicked swiftly back into gear for the next nine months. Well I’m here to take YOU back to school! Don’t worry, though…no homework, I promise. What I am going to do is educate you on a few things happening in the printing industry and here at Bridgetown. Let the learning begin!

Bridgetown Acquires New 2-color Ryobi Offset Press!

To meet an increasing demand for short-run, high-quality offset work, Bridgetown spent the summer working hard to please our clients and purchased a new 2-color Ryobi offset press. What does this mean for you? If you are in need of a business card, brochure, or envelope that generally uses a PMS color and can’t be run digital, but only need a few hundred, this is the press for you. We can also print contact information on pre-printed business card shells. Here are some general specs for the press:

-Paper

-Max Size: 13-3/8 x 17-3/4

-Min Size: 3-1/2 x 5

-Thickness: .0016 - .012

-Max Printing Area: 13 x 17-1/4

-Plate Size: 13-3/16 x 19-3/32

-Blanket Size: 13 x 19-1/2

-Gripper Margin: 5/16

University of Bridgetown Classes are Back in Session!

After a few months off for summer vacations and such, the University of Bridgetown lunch-and-learn classes are ramping up again for the fall season. Just to recap: Bridgetown hosts monthly classes, with each month highlighting a different aspect of the printing industry (press, mailing, digital, FSC, etc.). The classes are taught by our own managerial staff of experts and lunch is provided. To check out the full schedule, visit: University of Bridgetown Schedule.

New Postal Regulations Announced!

The United States Post Office has released new specifications on stitched booklets that qualify as mailers. This is important information for you to know because it could affect the design of your booklet, as well as the postage. To view the official document, click here: New Postal Regulations.

Well, that’s all folks! See, I told you it wouldn’t be as bad as school, right? As always, don’t hesitate to contact me with any questions or comments and I hope your summer is coming to a nice end!

Kyle

New Postal Regulations

POSTAL SERVICE

39 CFR Part 111

New Standards for Letter-Sized Booklets

AGENCY: Postal Service™.

ACTION: Final rule.

SUMMARY: The Postal Service adopts new Mailing Standards of the United
States Postal Service, Domestic Mail Manual (DMM®) to reflect changes to the
construction and sealing of letter-sized booklets mailed at automation, presorted
machinable or carrier route letter prices. We also adopt a definition of booklets
and clarify weight standards for letter-sized mail.

EFFECTIVE DATE: September 8, 2009.

FURTHER INFORMATION CONTACT: Krista Finazzo, 202-268-7304; Bill
Chatfield, 202-268-7278; or Susan Thomas, 202-268-7268.

SUPPLEMENTARY INFORMATION:

On December 29, 2008, a proposed rule was published in Federal
Register (73 FR 79430-79435), that provided information on changes to tab
placement and construction of folded self-mailers and booklets. The proposed
rule followed two years of collaborative work with mailers to analyze and test a
wide variety of letter-size booklets and other letter-size mailpiece designs. In
response to the proposed rule, the Postal Service received more than 900
comments.

On February 3, 2009, a revision to our original proposal was announced in
the DMM Advisory and PCC Insider indicating that the design and tab placement
changes for folded self-mailers would become optional recommendations instead
of requirements. Current standards for folded self-mailers will remain in effect
and we will continue to work with the mailing community to test various folded
self-mailer designs. Mailers’ Technical Advisory Committee (MTAC) member
associations that have an interest in folded self-mailers will coordinate the
opportunity to participate in our research. We will publish recommendations
regarding folded self-mailers in September 2009. An additional proposed rule for
folded self-mailers will be published upon completion of the test of mailer-
supplied sample pieces.

Changes for Booklets

General

This final rule includes the new required DMM standards for design,
preparation, and sealing of machinable and automation letter-size booklets. We
also describe in this final rule, recommended upgrades to the new requirements.
We base these recommendations on observations of a wide variety of booklets
tested and observed over the past several years. Following these
recommendations will minimize mailpiece damage and maximize the efficient
processing of booklets.

Definition

Booklets consist of bound sheets or pages. Binding methods that are
compatible with machinable processing include perfect binding, permanent
fastening with at least two staples in the manufacturing fold (saddle stitched),
pressed glue, or another binding method that creates a nearly uniformly thick
mailpiece. Spiral bindings are not machinable so booklets prepared with spiral
bindings do not qualify for automation prices. Large booklets may be folded to
letter-size for mailing if the final mailpiece remains uniform in thickness.

Physical Characteristics

The maximum height for all machinable and automation booklets is six
inches and the maximum length can vary between 9 and 10-1/2 inches,
depending on the booklet design. The minimum thickness for booklets is 0.009
inch and the maximum thickness is 0.25 inch regardless of size. Thickness is
measured at the spine of the mailpiece.

The current maximum weight of 3 ounces has not changed and is
applicable to all mailpieces prepared without envelopes. However, to improve
machinability we recommend reducing the length of 3-ounce booklets to a final
trim size of 9 inches.

Cover stock requirements vary with 40-pound minimum basis weight for
folded booklet designs and 60- or 70-pound minimum basis weight for pieces
longer than 9 inches. Lighter-weight paper tends to be easily damaged in
processing equipment. The use of paper that is 10 pounds heavier than the
required minimum basis weight is recommended for better processing
performance. We strongly recommend using a minimum of 70-pound paper as
cover stock on mailpiece designs that approach maximum booklet dimensions.
References to paper weights are for book-grade paper unless otherwise
specified. A paper grade conversion table is included in DMM Exhibit 201.3.2 for
reference.

The bottom edge of booklets must be a bound edge or fold unless the
mailpiece is prepared as an oblong booklet. Oblong booklets must be prepared
with a spine on the leading edge. Booklets with a spine on the trailing edge are
nonmachinable.

Tabs used to seal booklets must not have perforations. Generally,
booklets need three 1-1/2 inch tabs as closures. For larger or heavier booklets,
we recommend 2-inch paper tabs. Glue spots or a continuous glue line may be
used to seal some booklet designs.

Booklets that do not comply with the new standards will not be eligible for
machinable or automation letter prices. Nonmachinable booklets will be
assessed a surcharge (for First-Class Mail®), pay nonmachinable prices (for
Standard Mail®), or pay nonbarcoded prices (for Periodicals).

Overview of Comments

We received more than 900 customer comments in response to the
proposed standards. Of these, 79 noted concerns about booklet design changes.
Many commenters expressed concerns about multiple issues. Below we describe
all comments and not those exclusively about booklets.

There were 442 comments concerning tabs without perforations. Of these,
287 were form letters or parts of form letters stating that tabs without perforations
would make mailpieces hard to open for the elderly and infirm. Six came from
manufacturers of tabs. Two mail preparers claim that mail with solid tabs went
unread. At the request of a group of mail owners, one mail preparer completed a
6-month study of response rates to mailpieces prepared with three solid tabs. No
appreciable change in response rate occurred.

Booklets with tabs that fail during high-speed processing sustain damage
and cause damage to other mailpieces. Our tests revealed that tabs with
perforations are easily broken, often do not maintain their integrity, and are
damaged in transport prior to entering the mailstream. To minimize tab failure,
tabs used to seal booklets claiming automation or machinable prices may not be
perforated. Solid tabs made of plastic, vinyl, translucent paper, opaque paper, or
cellophane tape is acceptable.

Tab placement generated 401 responses. Commenters cited the lack of
machinery capable of applying two tabs on the leading edge and one tab on the
trailing edge of each booklet, the cost of upgrading existing tabbing equipment,
and the amount of extra space required to install upgrades as reasons why they
objected to the proposed standards for tab placement. Three commenters stated
that the tabbing systems they purchased would become obsolete because they
can only apply tabs on the top open edges. There were 170 mailers concerned
about tab size. They objected to the introduction of minimum tab sizes that

exceed one inch because their equipment couldn’t apply tabs larger than one
inch.

We realize that using different size tabs on booklets, adding an additional
tab to the leading edge, and affixing them in locations that were until now
optional, will require some adjustments to customer manufacturing processes.
Some customers are already producing and mailing booklets with the tabbing
configurations required by the new standards despite the obstacles mentioned. In
addition, at least one manufacturer of tabbing machines is advertising a unit with
the capability of tabbing mail in the proposed locations.

Mailer and controlled tests demonstrate that using 1-1/2 inch tabs to seal
booklets in place of the smaller 1-inch tabs improved the productivity of
processing. Sorting booklets sealed with 1-1/2 inch tabs still reduced machine
throughput compared to processing other letter-size pieces. To improve
productivity and processing, 1-1/2inch tabs are required. We will continue to
monitor booklet processing performance.

The increase in the number of tabs required to seal booklets generated
179 comments. Remarks focused on the absence of notification, with some
commenters stating that the mailings they present now are not generating error
reports from the plants that process them. As booklet volumes increase in the
mailstream, processing operations must divert these mailings to manual or flat
mail operations to avoid mailpiece damage and machine down time. The USPS
generated numerous irregularity reports concerning poorly prepared booklets
over the past several years. These reports have documented instances of
jammed machines and torn mailpieces. Our experiences processing booklets as
live mailpieces and in a variety of controlled and customer-supplied mailpiece
tests show that the new standards are needed. Customers who observed their
own booklets being tested acknowledged that although their mail is currently
being charged automation or machinable prices, it cannot be machine sorted.

A number of commenters stated that we did not justify the amount of
added workload applying additional tabs would impose on the customer. Testing
demonstrated that the machine throughput when processing booklets with two 1inch
tabs on the top edge was half the throughput for booklets with two 1-1/2 inch
tabs on the lead edge and one tab on the trailing edge, and almost one fourth the
throughput for enveloped letter mail. Therefore, we believe this warrants the
changes.

Many commenters objected to the definition of a folded self-mailer. The
definition of folded self-mailers will be refined in conjunction with a subsequent
phase of testing customer-supplied samples and will be published at a later date
as part of the changes to folded self-mailer standards indicated by test results.

Only 31 customers expressed concerns about standards for static charge
and coefficient of friction. Some commenters wanted to know where to buy paper
that conformed to the standards while others asked how mail would be tested for
these characteristics in the acceptance units. We recommend this requirement
while further methods are explored to measure these standards. We recommend
testing your mailpieces for static charge and coefficient of friction when possible.

Forty-nine commenters asked that we delay changing standards for
booklets and folded self-mailers until the economy turns around. We believe that
implementing standards for booklets will improve the processing and cost
effective handling of these pieces. However, we will work with the mailing
community to further refine standards for folded self-mailers.

Some commenters wondered how they could determine if their mailpiece
was made of high tear strength paper. Paper distributors generally recognize
which of their products have high tear strength, and most papers sold in office
supply stores have adequate tear strength. High tear strength paper has
properties like a high fiber length, a low degree of beating, and for machine-made
papers, fiber orientation. Mailpieces made of high tear strength paper can be
sorted on automated processing equipment without tearing or shattering.

Some commenters objected to the increase in required paper grade for
the covers of booklets. Paper values published in the DMM varied by product.
Our new booklet illustrations and descriptions are based on book-grade paper.
Paper grades are printed on the packaging of reams, boxes, and rolls of paper.

The maximum weight of automation letters was a concern for some
customers. The proposal did not change the maximum allowable weight for
booklets. According to current standards in DMM 201.3.14.4, letters that weigh
more than 3 ounces must be prepared in a sealed envelope, therefore booklets
weighing more than 3 ounces must be prepared in sealed envelopes. Our
standards reflect this required mailpiece characteristic.

Based on the results of continued testing, a modification to the standards
was published in the Federal Register on December 29, 2008, increasing the
amount of acceptable tab overhang from 1/32 of an inch to 1/16 of an inch.

The Postal Service adopts the following changes to Mailing Standards of
the United States Postal Service, Domestic Mail Manual (DMM), incorporated by
reference in the Code of Federal Regulations. See 39 CFR 111.1.

List of Subjects in 39 CFR Part 111:

Administrative practice and procedure, Postal Service.

Accordingly, 39 CFR 111 is amended as follows.

PART 111 . [AMENDED]

1. The authority citation for 39 CFR Part 111 continues to read as follows:
Authority: 5 U.S.C. 552(a); 39 U.S.C. 101, 401, 403, 404, 414, 416, 30013011,
3201-3219, 3403-3406, 3621, 3622, 3626, 3632, 3633, and 5001.

2. Revise the following sections of Mailing Standards of the United States
Postal Service, Domestic Mail Manual (DMM) as follows:
Mailing Standards of the United States Postal Service, Domestic Mail
Manual (DMM)

* * * * *
200 Commercial Mail Letters and Cards

201 Physical Standards

1.0 Physical Standards for Machinable Letters and Cards
1.1 Physical Standards for Machinable Letters
* * * * *

1.1.3 All Machinable Letters
[Revise the first sentence of 1.1.3 as follows:]

All pieces of First-Class Mail and Standard Mail machinable letters must meet the
standards for automation-compatible letters in 201.3.0. * * *

* * * * *

3.0 Physical Standards for Automation Letters and Cards
[Revise text of 3.1 as follows:]

3.1 Basic Standards Automation Letters and Cards
Letters and cards claimed at any machinable, automation, or Standard Mail
carrier route price, must meet the standards in 3.0. Unless prepared as a folded
self-mailer, booklet, or postcard under 3.14 through 3.16, each machinable or
automation letter must be a sealed envelope (the preferred method) or, if
unenveloped, must be sealed or glued completely along all four sides.

[Delete current 3.4 through 3.6 in their entirety.]

[Renumber current 3.2 through 3.3 as new 3.3 through 3.4.]

[Add new 3.2 as follows:]

3.2 Paper Weight
Mailpieces should be constructed from high tear strength paper stock. All
references in 3.0 to paper basis weight are for book-grade paper unless
otherwise stated. The conversion table in Exhibit 3.2 provides a paper basis
weight cross-reference.

Exhibit 3.2 Paper Basis Weight Conversion Table

NOTE:
Paper basis weight is based on the weight of 500 sheets
of:
25 x 38 inch sheets of book-grade paper,
17 x 22 inch bond-grade paper,
20 x 26 inch sheets of cover-grade paper,
24 x 36 inch sheets of newsprint.
For example, if 500 sheets of book-grade paper weigh 39
pounds, the paper is considered 39-pound book paper.
Book
Wt.
Bond
Wt.
Cover
Wt.
NewsprintWt.
39 15 21 35
40 16 22 36
50 20 27 45
55 22 30 50
60 24 33 55
70 28 40 64
75 30 41 68
80 31 44 73
90 36 50 82
100 40 56 91
110 44 60 100
128 50 70 116

[Revise heading and introductory text of renumbered 3.3 as follows:]

3.3 Dimensions and Shape
Each machinable or automation letter-sized piece must be rectangular (see
1.1.1) and must meet the following standards (see 3.15 for booklets):

* * * * *
[Add new 3.5 as follows:]

3.5 Maximum Weight, Machinable and Automation Letters and Cards
The following maximum weight limits apply:

a.
Booklets and folded self-mailers — 3 ounces.
b. Machinable enveloped letters and cards — 3.3 ounces.
c.
Automation enveloped letters and cards — 3.5 ounces (see 3.6 for pieces
over 3 ounces.)
[Renumber current 3.14.4 as new 3.6 and revise heading and text as follows:]

3.6 Heavy Letter Mail (over 3 ounces)
Heavy letter mail (letter-size pieces over 3 ounces) must be prepared in a sealed
envelope, may not contain stiff enclosures, and must have an 11-digit delivery
point POSTNET or an Intelligent Mail barcode with a routing code in the address
block (see 202.5.0).

* * * * *

[Revise heading and text of 3.11 as follows:]

3.11 Tabs, Tape, and Glue
Tabs on booklets must be at least 1-1/2 inches in width. The tab placement
standards in 3.15 are subject to 1/4-inch variance in either direction. Tabs may
be made of opaque paper, translucent paper, vinyl or plastic, and must not
contain perforations. Cellophane tape may also be used as a closure. The
following standards also apply:

a.
Translucent paper tabs should be made of paper with a minimum of 40pound
basis weight.
b. Opaque paper tabs should be made of a minimum of 60-pound basis
weight paper with a tear strength of at least 56 grams of force in the
machine direction (MD) and 60 grams of force in the cross direction (CD).
c.
Tabs in the barcode clear zone must have a paper face meeting the
standards for background reflectance and, if the barcode is not preprinted
by the mailer, the standards for acceptance of water-based ink.
d. Vinyl tabs and cellophane tape closures are not acceptable within the
barcode clear zone.
e.
Tabs must be tight against the edge of the mailpiece. A maximum
1/16-inch overhang is recommended.
f.
Glue spots may be used in lieu of tabs and must be placed within 3/4 inch
of the open edges (see Exhibit 201.3.11.f).
Exhibit 201.3.11.f Glue Spot Placement


g. Continuous glue lines may be used as cover-to-cover seals and must be
placed along the entire length of the open edge and end no more than 3/4inch
from the open ends (see Exhibit 201.3.11.g).
Exhibit 201.3.11.g Glue Line Placement


* * * * *
[Revise the title of 3.14 and restructure as follows:]


3.14 Folded Self-Mailers
[Add new 3.14.1 to read as follows:]

3.14.1 General
The standards in 3.14.2 for folded self-mailers are basic requirements.

[Renumber current 3.14.1 as new 3.14.2.]

[Renumber current 3.14.2 as new 3.15 and revise as follows:]

3.15 Booklets
3.15.1 Definition
Booklets must have a bound edge. Sheets that are fastened with at least two
staples in the manufacturing fold (saddle stitched), perfect bound, pressed-glued,
or joined together by another binding method that produces an end where pages
are attached together are considered booklets. Booklets are open on three sides
before sealing, similar in design to a book. In general, booklets must be uniformly
thick. Large bound booklets that are folded for mailing qualify for automation and
machinable prices if the final mailpiece remains nearly uniform in thickness.
3.15.2 Paper
Booklet covers generally must be made with a minimum paper basis weight of
60-pounds or equivalent. Minimum basis weights are higher for some designs
(see 3.15.4).

3.15.3 Physical Standards for Booklets
Booklets must be:

a. Height: not more than 6 inches or less than 3.5 inches high.
b. Length: not more than 10.5 inches or less than 5 inches long. See Exhibit
3.15.4 for some booklet designs with shorter maximum lengths.
c. Thickness: not more than 0.25 inch or less than 0.009 inch thick.
d. Weight: not more than 3 ounces.
e. Aspect ratio: within 1.3 to 2.5 (see 201.3.1).
3.15.4 Booklet Design and Sealing
Booklets may be designed with the spine or final fold at the bottom or on the
leading edge. See Exhibit 3.15.4 for design and sealing standards.

10

Exhibit 3.15.4 Booklet Design

If the spine or final fold is… And the
length is…
The cover
stock must
be at least…
Mailers
must seal
the piece
with…
And place the tabs
in these locations…
5” to 9” long 50-pound
Three 1.5”
non-
perforated
tabs
Two tabs on leading
edge; one tab on
trailing edge. Position
lower leading tab 0.5
inch from the bottom
edge. Position upper
tabs 1 inch from the
top edge.
Spine or
fold on the
bottom
(longer)
edge
Over 9”, up
to 10.5” long 60-pound
Final fold
on the Folded Booklet
bottom Two tabs on leading
(longer)
edge, with
the folded
spine on
the leading
5” to 10.5”
long 40-pound
Three 1.5”
non-
perforated
tabs
edge; one tab on
trailing edge. Position
lower leading tab 0.5
inch from the bottom
edge. Position upper
or trailing tabs 1 inch from the
(shorter) top edge.
edge
5” to 9” long 60-pound Three 1.5”
non-
perforated
tabs
Two tabs on top
edge; one tab on
trailing edge. Position
top tabs 1 inch from
left and right edge.
Position trailing tab in
the middle.
Spine on
the leading
(shorter)
edge
Over 9”, up
to 10.5” long 70-pound
Spine on Perfect bound or
bottom saddle stitched with a
(longer) continuous glue line
edge, non-Continuous along flap preferred,
perforated glue line or minimum 1inch glue
inner flap 5” to 9.5” 80-pound glue spots spots acceptable if
on top long placed within ¾ inch
(upper) of right and left
edge edges.

[Renumber current 3.14.3 as new 3.16.]
[Renumber current 3.14.4 as new 3.6.]
[Renumber current 3.15 as new 3.17.]

* * * * *

Stanley F. Mires,

Chief Counsel, Legislative.

[END DOCUMENT]

Monday, August 10, 2009

Print is...



Print is for keeps.

Print is portable.

Print drives a higher ROI.

Print is beautiful.

Print plays well with others.

Buyers seek print.

Print is credible.

Print puts them in control.

Print is personal.




Courtesy of ©2006, The Print Council, Washington, DC, www.theprintcouncil.org

Friday, July 24, 2009

Print with Purpose


Yesterday we had a sales rep from the Appleton paper mill visit us at Bridgetown and give a demonstration on the dynamic power of print. He threw around several statistics that were surprisingly compelling. I say surprising because I, even as a print sales rep, was unaware of just how green an option printed collateral is. For example:

- 45 million tons of paper were recycled in 2007
- 10 million acres of U.S. forestland has been added in the last 20 years
- 40% of standard mail was recovered/recycled in 2007 (up 24% from 2003)
- 2% is the ACTUAL amount of waste generated by advertising mail

So now that we know how green print is, I'd like to challenge you to think about how compelling print is as an advertising medium. For instance:

- Consumers are twice as likely to buy online when they receive a printed catalog first
- 67% of online action is driven by offline messages
- 80% of people say they read or skim direct mail (and 38% find it interesting!)
- 75% say they have made a purchase because of direct mail, only 65% say they made a purchase because of email
- 40% have tried a new business for the first time due to direct mail

Ok, I could go on all day with the statistics, but I don't want to bore you...it's Friday! The bottom line is that, due to the increase in technology and online advertising, print has been getting a bad rap. It's misconstrued as being harmful to the environment, "old school", or ineffective. I hope these statistics reaffirm the notion that nothing beats being able to hold a piece of advertising in your hands, the touch and feel of it. I will end with a quote:

"A print piece is more effective than a screenful of information. Print has substance and weight - it is in my hand; it is reality. Print has texture and thus affects more senses." -Frank Romano

To learn more about Bridgetown's environmental standards: http://www.bridgetown.com/environmental.html

Friday, June 5, 2009

We're Not in Kansas Anymore, Toto!

On Thursday June 4th, Portland, Oregon experienced a crazy weather phenomenon that reporters could only refer to as "tornado-like". I know, a tornado in the forest...crazy, right?? Needless to say, the city was a bit unprepared for what was to come. 

First, a huge cloud of dust enveloped the Willamette Valley. Then came the winds. Power lines were knocked down, trees were falling over, and trash was blowing about in a circular motion. And that's not even the craziest part! Earlier in the day, temperatures were in the low 80's...within minutes they dropped 10-15 degrees.


Some very unfortunate trees near Bridgetown on Swan Island.

Next came the rain. We're not talking about a spring shower. These were ginormous (yes, a made-up word) pellets of water that were literally coming down horizontal! People were glued to their TV sets to see where the storm would go next. Lightning bolts were crashing overhead as if the gods were attempting to destroy us. Cars, who were not used to the sudden rains, were flipping over on the freeway...all in a matter of hours. I think you get the point...it was pandemonium!


This guy didn't even see it coming!

During the entire experience, I couldn't help but think that people were making a big deal about a small thing. Heck, people in Kansas experience weather like this several times a month. The more I thought about it, the more I began to relate this whole storm experience with the economy. There are corporations collapsing, there are jobs being lost, and there are entire industries crumbling. Do I mean to say that these things aren't a big deal? Absolutely not, they are detrimental to many people. But the reality is that this recession is much like Portland's storm. We couldn't avoid it, we couldn't run from it, all we could do was wait until it passed and then go outside to clear away the fallen branches.

What are you doing during the storm? Are you hunkering down in your basement waiting for the worst to end? Or are you toughing it out, helping out those less fortunate, and clearing away the rubble to get ready for the sunshine? 

Peace be with you all and I wish you the best as you go out there and fight the storm!

-Kyle

Tuesday, June 2, 2009

Bridgetown Printing adds to the family!

On Monday, June 1st, Bridgetown Printing welcomed two new additions to its family (how sweet, right?). Our Vice President of Sales, Steve Plattner, summed it up pretty well:

"As you may know, the Xerox Docutech has arrived from Sacramento. It has been installed and is being serviced by a Xerox technician this week. We have run one job on it so far—95 tape-bound books. So far, so good.

We have also purchased a second machine, a Powis Parker tape binder with a separate foil labeling device. In a word, it is cool. You can order different colors and widths of tape for the binding. They are inserted one at a time into the labeler. You type in the title information on a small keyboard, insert a silver or gold foil cartridge, and feed the label in. It comes out a few seconds later, ready for the tape binder. You take the book block, jog it for a few seconds, place it binding side down in the tape binder, feed the tape in, and in a few seconds the binding is finished. After allowing it to cool for a few minutes, the book is ready to be packed and shipped. You have to see it to appreciate it, but as I said, it’s cool."

What does this mean for you? Well, as you may or may not know, the Xerox Docutech was made specifically for black and white reproduction. If you are working on a workbook, instruction manual, or other type-heavy project, this is the machine for you. Not only is it extremely efficient with in-line collating, but it is very cost-effective for those type of projects. Our tape binder gives you the look and feel of a perfect bound book but without all of the set-up fees and waste. In short, to quote Steve again, "it's cool." Want to come check it out? Give me a call and we will set up a tour!

-Kyle

Friday, May 22, 2009

Is Printing Money Legal?


I bet you thought that printing your own money is illegal, right? Everyone knows that the perpetrator eventually gets caught, their counterfeit cash is quickly found out, and they are thrown in the slammer. 
What about printing value? Is that illegal? Can "value" be a tangible item? I guess it all depends on what the item is worth to you and your clients. 
For example, Bridgetown Printing recently produced a postcard mailer with a scratch-off application. The piece was for a new fruit smoothie store in town and the owners needed something to A.) advertise their new service and B.) drive consumers into the store. So we partnered with them to develop a giveaway piece where the consumer had the opportunity to win various prizes. The catch was, they had to be in the store when they scratched or their prize wasn't awarded to them. We helped the store obtain their mailing list, apply the scratch-off ink, and send their pieces to the post office. Talk about a one-stop-shop!
Speaking of printing money, Bridgetown will be hosting its monthly University of Bridgetown lunch-and-learn class on Wednesday, June 17th. The topic of discussion: Paper! We will have a representative from Mohawk Paper to discuss the ins and outs of paper and the results you can expect when using various stocks. Stay tuned for details or contact krichardson@bridgetown.com for more information. Hope to see you there!

Monday, April 13, 2009

Printing Stimulus: Maximizing Your Impact While Minimizing Your Budget


There is a lot of talk these days about the stimulus bill that has been released by the government, specifically its effects on the nation's economy and how it will play out in minimizing our financial  recession. The problem is that most of us won't see the immediate effects of the stimulus, if any; we have had to cut back on spending and costs astronomically. One of the biggest cuts across the board is usually in marketing. Most companies see a quick, short-term solution in cutting their marketing and advertising budgets and focusing on their existing client-base. 

The major problem with this lies in those two words: "short-term". What happens when the recession begins to ebb and the economy is on the mend in six months to a year? The business that nixed the marketing dollars is now at a disadvantage and has to make up for the time lost in building a new client-base. The businesses that rode out the storm and continued to take advantage of the free market are the ones that will see success as the economy begins to repair itself. 

What is their trick? How can they afford to still spend on marketing while maintaining a profit? The answer lies in spending wisely. I have seen our clients make many drastic steps including:

- Instead of ordering a year's-worth of product, storing a majority of their inventory, and then discarding the obsolete inventory when the year is over...ordering on a quarterly basis or as the need arises.
- Reducing overall quantity of product ordered and instead targeting a specific audience through direct mail campaigns.
- Creating and implementing a print-on-demand system so product is only ordered on an as-needed basis, rather than risking ordering too much (printed digitally vs. offset)

Bottom line: nobody is safe from the storm this economy is causing. However, what are you doing to ride out the wave? Marketing your business is still a possible and necessary step to maintaining your company's lifeblood (new clientele). Give me a call and we will go over some very important steps on how we can keep you in the game.

Kyle Richardson
503-863-5325
krichardson@bridgetown.com

Tuesday, March 10, 2009

Printing: A Changing Industry

Check out this article I recently came across: 'The Effect of the Stimulus on the Printing Industry'

It discusses the effects of the economy on the printing industry, specifically regarding a marketing shift that now not only utilizes print media, but online resources as well. Have you heard about CGXSolutions and how it is using print and online media to effectively reach clients?

-Kyle

Friday, March 6, 2009

It's more than just ink and paper


Printing these days isn't just ink on paper anymore. Unfortunately, many print sales reps do not understand this. Let me explain what I mean:

When I meet with someone for the first time, one of the first questions I ask them is not "What sort of printing do you do?" or "Can I quote this piece for you?". Rather, I ask them "what are you doing to market yourself or your clients?" By looking at the bigger picture, I am more able to assess my client's needs and point them in the right direction. After all, why would I try to sell them something that wasn't beneficial to them?

You guys have all heard the saying, "Joe sure is a good salesman. He could sell an ice machine to an eskimo." If Joe would stop to think for a second, he would realize that in a few months when the novelty of owning a new ice machine wears off, little eskimo man will be sitting in his igloo with a huge invoice and probably some frostbite! So call me whatever you want, but unlike Joe, I'm taking my ice machine to Hawaii where I know I'll be giving customers what they need and want!

Tip of the day: Stop selling and start consulting!

Wednesday, February 25, 2009

I Want Your Feedback!



Hi All,
I'm in the process of designing a postcard that I will send out to my prospects. I just got flat-out bored with the letter I had been sending, and decided to spice it up a little. Like I mentioned, this is just Draft #1, so any feedback you could give would be much appreciated!

Thanks,
Kyle

Does 'Going Green' Mean Going Paperless?


Hi All,
I was forwarded this article by a colleague. It's a great resource for anyone who is involved with printing and is moving toward a 'green' direction. Enjoy!

Letter to the Industry: "Don't Print" isn't "Going Green"

Monday, February 23, 2009

In Your Face!


One of the more important lessons I've learned so far during my stint in sales is that it's all about the face time. I try and get out to meet with my prospects and clients as often as I can.

-"John, I've got your quote, mind if I drop by and go over it with you?"
-"Steve, I've got proofs ready for you, when do you want me to stop by?"
-"Lisa, the job looks great, I've got some samples for you. Mind if I swing by with them?"
-"Alex, my baby just rolled-over on his own. Can I stop by and tell you about it?"

Ok, that last one is a bit of a stretch, but you get the idea. There is nothing more important than showing your face around those you want business from; I truly believe that the more people see your face the more they begin to trust you and that's ground for a relationship, baby! And besides, when you get your quotes all ready, attach them to your email, and hit send, how easy is it for the prospect to take a look at it, get confused over pricing or some other issue, and hit delete? In this digital age, way too easy. Imagine how your chances could improve if, when your prospect has a question over the pricing, you are there to explain it to them and work through that process.
Tip of the day: Pop those pimples, pluck those brows, and show your face!

Friday, February 20, 2009

Ice-Cold Call

Here's how it went down:

Me: "Good morning, Mr. Jones, this is Kyle and Bridgetown Printing and I'm calling to follow-up on the letter I sent you a few days ago."

Him: "Hahahahahahahahahuuuuuh!"

Silence

Me: "Did you happen to receive the letter?"

Him: "Hahahaha! Some sales call!" (sarcasm noted)

Me: "I'll take that as a yes?"

Him: "Hold on, I think I got it right here."

At this point, Mr. Jones is still on the other line (I can hear him rustling around), but we remain absolutely silent for about three minutes! Finally, I say...

Me: "You know, Mr. Jones, if you're having trouble finding it, I can summarize it for you quickly."

Him: "I knew it! I knew I could get you to talk! That was my test!"

I'm realizing what's going on here. Either this guy is just flat-out rude or he's trying to have a little fun with me. At this point, I decide to not let it get to me and have some fun back.

Me: "Oh? looks like I jumped the gun."

Him: "Nah, it happens. Tell you what, I'm with a client right now, I'm gonna have to call you back, and I will call you back."

Me: "You promise??"

Him: "Yeah, I got your info right here...it says 5200 Channel Street..."

Me: "Actually, that's 5300 Channel Avenue!"

Him: "Sure, sure, I'll call you."

And you know what, he did call the very next day. By that point I could have sworn he was a completely different person. His demeanor was relaxed and somber, and he spoke with a deliberate authority. I got turned down for a meeting, but this one will forever go in the books as one of the strangest cold-calls of my life!

Thursday, February 12, 2009

Just Stop Talking!


This picture is the result of a recent excavation; archaeologists were astounded when they unearthed the planet's first salesman! This picture cracks me up. I'm sure you can figure out what's going on here. I think all too often as salespeople, we live under this false pretense that we always have to find an answer. Someone asks a tough question, we don't want to look like a fool, so we make something up...usually it comes to stab us in the back later on! I've been in several situations, usually while cold calling, where I feel this intense need to fill the silence, so I just talk. Why do I do that?! Am I afraid of silence? Do I think the other person is expecting something of me? The bottom line is that silence can often be a good thing. I've often been told that while on a cold call, after making a statement simply be quiet. Check this out. Let the other person simmer on the words you just uttered. Often you will find that they will provide more information that way, when they actually have a chance to speak.
Now on to the subject of talking out of your...you-know-what. One of the worst things you can do as a salesperson is lose your authenticity. These days, consumers are smarter, pickier, and more demanding. They don't fall for those quick, cheesy gimmicks anymore. And it's for this reason that they have their eyes out for the truth. What will really save me the most money? Who is going to give it to me straight? How will I know that my investment in marketing will pay off? The best thing you can do is be the one voice of truth that is honestly looking out for their best interest.
Tip of the day: Don't make it up! If you don't know, tell them that and then go find out the answer!

Wednesday, February 11, 2009

Bridgetown Printing: The Movie

I've Been Framed!


As part of my shipping rotation in early 2007, I was asked to handle the packing and shipping of a new project we started in that February. The project was unique because they were variable photographs that were printed digitallyand framed, and then each picture was sent out to real estate investors depending on the property they invested in. Since each picture had to match the appropriate person and property, the most important aspect of the project was to ensure that each investor received the correct photograph, and that the photo matched the pre-printed shipping label. I handled a project very similar to this when we printed custom-made calendars for a computer company, so I was planning on using very similar methods, such as pairing up the shipping labels with the framed photo beforehand.
To accomplish this task, I was given a crew of three people, two of which speak only Spanish and one who cannot speak at all, so needless to say the way I communicated to them had to be effective! Much of my communication was shown through example, such as going through the process myself while they watched, and then watching them while they tried it once. Throughout the two days that we worked on this, we packaged nearly 400 frames and shipped them to about 300 individuals.
Looking back on how things ran, I would say that the project was very successful. The only difficulty we encountered was that about five packages were sent out that had a P.O. box address, and FedEx does not deliver to P.O. boxes.
One of our most commonly used supplies for the project was the bubble wrap that secures the frames in each box, so one way that I made this more cost effective and efficient for Orange County Printing was to research various suppliers and see who has the least expensive product.
The reaction I received from both Tarek (President) and Miguel (CEO), as well as the Account Manager, was of gratitude because I was able to handle the project with such efficiency. The main reason for this is because the estimators quoted the labor portion of the job at four frames packaged per hour per person, when we were actually able to average about ten an hour.

3, 2, 1...GO!



For the past three years (my how they seem like longer than three!), I have been intensively training in the printing industry in preparation for a career in sales. I was recruited by Consolidated Graphics for their Leadership Development Program during my senior year of college as a Graphic Design major. The three-phased program involves spending time out in production (bindery, press room, shipping, fulfillment), management (planning, estimating), and finally sales (sales!).
Why, might you ask, would you devote three years of your life to learning every intricacy of the printing industry?? Great question, and the answer is: I'm crazy! No really, my passion is coming alongside other people and helping them solve their problems and to make their lives easier. I guess you could say this is a great medium for that. Having an extensive knowledge of both the graphic design industry and printing industry allows me to be a link that is, quite often, missing from the puzzle. All too often, the lingo gets messed-up, communication gets confusing, and people get frustrated. I'd like to say that I do a pretty dang good job of being upfront and honest with clients, and being a resource for them.
As a rookie in the sales biz, I'm hoping this blog will be a constructive forum for me to share the ups, downs, and in-betweens of my foray into the world of printing sales. Please feel free to leave any comments and I appreciate any advice you would have to give!