Catalog Production: Sorting Out a Complex Process

17. Finally, a representative should be on press to compare the printed sheet to the match proof. There’s always some judgment involved, since the printing process can’t match every page exactly. But some correction is possible on press.

Bill Licata is president of LCH Direct Inc., a direct marketing agency specializing in catalogs and e-commerce. You can reach him at (505) 989-9451 or via e-mail at bill@lchdirect.com.