Faced with the prolonged economic uncertainty and diminishing revenues, publishers are examining all options open to them like never before. This means that, in turn, printers are seeing an increasing number of their clients getting jittery and a few feeling compelled to take more drastic action. Lured by the promise of cheaper prices, some of their clients are choosing to jump ship and strike out into uncharted waters: waters which all too often prove to be more choppy and less predictable than first imagined. Whilst the immediate benefits seem obvious – and, sadly, for some may be the only option to attempt to delay the inevitable – the stakes are high and, in the long term, not only may the gamble prove disastrous, but it may also be a totally unnecessary step in the first place.
The relationship between publisher and printer is unique. It would probably be fair to say that in no other supply industry is the interdependence so marked, or indeed so complex. Not only can one not exist without the other, but one also has to realise the goals of the other. Much is based on trust; a commodity that, hackneyed as it sounds, really can’t be bought but develops over time as the printer / publisher relationship grows. It is this element that is the vital ingredient for both parties because, when things get tough, it is an absolute must to have openness and confidence in those with whom you are dealing.
Printers essentially put ink on paper; producing work for clients whose publications embrace the diversity of the publishing spectrum. Just as each of their products is unique, so is every client; each having a different approach to the universal problems: how best to make their publication stand out from the myriad on offer - and how to sustain a commercially viable operation and make it successful.
This is where a publisher’s relationship with their printer really comes into its own. Not only does it open the doors to a wealth of knowledge and expertise, it also has the potential to reveal a whole world of hitherto unconsidered possibilities that, combined, have the potential to strengthen and grow the brand.
So, how can your printer help you?
Your printer can help you to save money; possibly make money; be more environmentally friendly and, through improved work practices, ultimately publish better magazines. The key is communication – and the recognition that any publication is, certainly in its final stages, a manufactured product and as such should be subject to the same rigours and efficiencies associated with the production of any other commodity. Whilst your printer can’t wave a magic wand and sort out all ills, by asking the right questions, of the right person, they can often provide a more efficiently produced, cost effective solution for the job in hand.
Saving you money
Undoubtedly the current major mitigating factor is cost but this is nothing new: nobody wants to pay any more than they need to for anything - and printing is certainly no exception! Having to economise, though, does not necessarily mean having to compromise the overall product.
It might seem obvious, but by using a printer that is appropriate for your needs, not only will this save time when sourcing a printer but it should also save money. The first thing to evaluate is, what type of printer do you need: should you be using a mono or multi colour digital; a sheet-fed B1 or B2 litho, with or without reel sheeters or a web printer, 16pp up to 72pp?
Each printer has a comfort zone, one in which they are most efficient in terms of job specification, production overheads and turnaround times and their improved production efficiencies in their area of expertise will be positively reflected in the price that they are able to offer. Most printers specialise but some provide the facility to print by different methods under the same roof. Others choose to enhance their production capabilities through, for example, the use of paper saving in-line reel sheeters which perhaps give the best of all worlds: providing the opportunity for the quality of sheet-fed printing at volumes much more associated with web organisations.
When sourcing a printer, it could also prove a definite advantage to try to do so yourself. This will then provide you with the opportunity to judge for yourself if your publication is going to be in safe hands – and you are also not paying somebody else for the same privilege! Print management companies and print brokers are an integral part of the publishing world – and many offer a comprehensive service – but there are those who simply act as a facilitator and have little else to recommend them. When costs are of paramount importance, is it prudent to be paying an intermediary for making a phone call that you could have made yourself?
Text and paper stocks can be combined in any number of ways to produce the desired effect and by making subtle alterations to the weight of text and cover paper stock, unit costs can be considerably reduced – particularly over longer run lengths. Similarly, by creating magazines that utilise the optimum number of sections, typically multiples of 16, costs can be trimmed – with the added benefit that you could well get more for less cost!
Advances in inking and printing technology mean that the chemistry of print has significantly changed. With the advent of modern, quick drying inks, machine sealing - previously seen as a necessary precaution to protect paper against marking in the printing process - is today quite often superfluous so you should ensure that you’re not paying for something you no longer need.
Making you money
The financial success of a publication ultimately relies on the business acumen of the publisher but a printer can advise and provide those extras that will increase the perceived added value of the product.
The introduction of a digital edition of a publication to support the printed version enables the publisher to explore and appeal to different target audiences: raising the title’s profile whilst promoting and reinforcing the brand message in the market place. The increased readership can serve as a valuable selling tool for prospective advertisers and, in the more advanced versions available, also allows them to promote specific products and services thus creating the potential for additional revenue streams for both advertiser and publisher.
Publishing better magazines
Improved work practices ultimately benefit both publisher and printer and can positively contribute to the overall finished product.
If you have an agreed production schedule with your printer then endeavour to work to it – and if everything doesn’t quite go according to plan, then let your printer know as soon as possible. Communication is critical, particularly when working with printers who undertake volume work. All printers will try and accommodate their clients but do advise your printer early of any changes so that your work can be quickly rescheduled without loss or inconvenience to either party.
Evidence of in-house training and development programmes is a good sign that a printing company is interested in the development of its people and its long term business. An informed workforce is more likely to do a better job and be in a far better position to correctly advise you on the latest developments. Equally, a site visit will reveal far more to you than just stacks of paper, printing machinery and the opportunity to have a good lunch! It crucially provides the opportunity for you to ascertain if the printer’s “chemistry” is right for you – key if you are going to develop a long term trading relationship.
Be more environmentally friendly
Not only is paper a recyclable material, but it’s also made from a raw material that is in itself renewable; so, although energy is used to produce paper; and trees are harvested; and some paper does end up in landfill; printing is not all bad! The print and publishing industry is, in general, very environmentally conscious and takes its responsibilities seriously and whilst the pressure to be environmentally mindful is increasingly mandatory, this does not necessarily have to carry an enhanced cost to the publisher. Many papers carry a certificate of sustainability: the paper being directly traceable as having come from a sustainable forest source; the two organisations whose logos are probably the most familiar are PEFC (Programme for the Endorsement of Forest Certification) and FSC (Forest Stewardship Council). Printing on paper that is certified and including either a logo within your publication or a statement as to the origin of the raw materials is a way of demonstrating to your consumer that you, as a publisher, care what you buy and positively confers a degree of shared responsibility and environmental awareness to all who read your publication.
Green credentials are undoubtedly reassuring but a printing company shouldn’t be immediately ruled out because they don’t hold all that are available. Achievement of certificates is a time consuming process and also comes at a price – and many printers will tick all the boxes without necessarily having the documentation that officially confers their green status.
The printing companies of the future are those that will have examined all aspects of their business, improving their own operating efficiencies to produce a lean, self-sustaining, forward looking, streamlined operation. The same applies to publishers. Today’s print market is a jungle – for all concerned – and one in which only the very fittest will survive. Working in tandem with your printer allows you to get on with the business in hand: that of creating top class publications without which the world would be a much poorer place.
