Photography is one of a catalogโs largest expenses, particularly for smaller startups that are still developing their product lines. While you want to save as much as you can on your shoot, the photography essentially is your store window. If it looks appealing, with beautiful detail and clarity, your product is more likely to sell for a fair price. When selecting photography services, itโs often difficult to know what youโre buying unless youโve worked with a specific photographer before. Of course, a referral may be able to give you more information, but it takes a high level of communication and detail to truly understand
Printing/Production
Paper prices have remained relatively stable and predictable since the tumultuous mid-1990s, but donโt let these quiet times fool you. Itโs no secret that the paper industry is going through major restructuring, with plenty of mergers and acquisitions. In the last few years alone, major players like Sappi, International Paper and Mead Paper have all played in M&A games. In April, Ron Davis, the Printing Industries of Americaโs chief economist, told WhatTheyThink.com, โThe wave of paper company mergers and acquisitions over the last few years is an attempt by paper companies to reduce overcapacity in the paper industry. Although thereโs been some
The relationship you have with your printer can be crucial to your success. After all, your printer may be your largest unsecured vendor. Todayโs printers do more than just put ink on paper. They ink-jet addresses and efficiently distribute catalogs through the mail stream across the country, often for the lowest possible costs. When choosing a printer, price certainly is important. No cataloger should pay a large premium for the privilege of dealing with a particular printing company. Other factors, such as service, lead times and technology, should be considered. Following are suggestions to think about the next time you get
Catalogers looking to improve their workflow and productivity have much to celebrate these days. With the introduction of Adobeยฎ InDesignยฎ 2.0 and the much-awaited upgrade from QuarkโQuarkXpressยฎ 5.0โyou now have significant improvements in page layout production applications. Both InDesign 2.0 and QuarkXpress 5.0 added upgrades that will save catalogers time and money. Both programs support tables, export to PDF, offer image and content libraries, produce pages for the Web, and support XML. Your design staffers will love the layers for versioning and the automatic table of contents creation and indexing. But after those similarities, itโs evident that Adobeโs InDesign, with its
Buying paper is a topic that gets discussed frequently in any catalog operation. And since paper is such a large percentage of a catalogโs printing cost, the topic certainly requires frequent attention. Advantages: Buying Paper Price: Itโs often thought that buying paper directly from the mill or through a broker presents an opportunity for price per 100 wt. savings, especially if purchased in large quantities. Itโs assumed that if you buy the paper yourself, you can avoid a markup or administrative fee that the printer adds when it purchases the paper for you. However, these savings often are hard to realize. When you
It turns out you can judge a book by its coverโif itโs a catalog. Even small books must make big first impressions. โYou need to get [customers] to open your book, and youโve got about three seconds to do it,โ says John Rossiter, a senior sales representative from printing company R.R. Donnelley and Sons. And while design and copy undoubtedly play larger roles in grabbing customersโ and prospectsโ attention, without the right paper stock a catalog cover may go unnoticed or misrepresent your brand. Following is a rundown of what to examine when selecting a cover stock. Brand and Basis Weight Many consultants and
In difficult economic times such as these, reducing costs or saving production time can give your bottom line a much-needed boost. Following are some ways to save both time and cash on your print and production tasks. 1. Look at paper, which typically costs about 50 percent of any print job, says Christian Montini, vice president of sales and marketing for St. Joseph Corp., a Toronto-based commercial printer that produces Sears Canada catalogs. A slight downgrade in paper stock may not hurt the look and feel of your book, Montini says. Also, a tighter trim, say, 1/8-inch all around, may translate into
In a perfect workflow, catalogers never leave the digital space. Digital photography is placed into digital files using page layout software. Then, catalog production personnel release files using one of several online transmission options. Finally, they review and approve using digital proofs, send through to computer-to-plate and finally to the press. Soft proofing completes the digital workflow, replacing some, if not all, of the hard digital proofs. Soft proofing easily can be adopted at the online level and immediately can begin to save catalogers time and money. Two categories usually fall under the general heading of soft proofing: online proofs and collaborative, Web-based
Choosing a print location for your international catalog requires more than throwing a dart at a world map while blindfolded. When marketing overseas, should you print and mail your catalog in the United States or in your target country? An economical solution is based on production, distribution and your marketing strategy, according to Tim Ohnmacht, manager of international business development for printing company Quad/Graphics. Your marketing strategy and mail volume largely dictate your printing and mailing location. For example, if youโre banking on the cache of being an American company, consider printing your catalog in the States and mailing your piece using the
Country Store catalog is a home-improvement success story with a high-tech twist. The catalog is produced by Reiman Publications, Greendale, WI, which was founded by Roy Reiman in 1964 as a magazine publishing company. In the early 1970s, Reiman launched Farm Wife News magazine and began offering โIโm Proud to be a Farm Wifeโ T-shirts at cost to promote the publication. The shirts were so popular that Reiman executives realized the company could sell the garments for a profit. Reiman expanded the brand, adding โIโm Proud to be a Farmerโs Daughterโ and โIโm Proud to be a Country Boyโ versions, among others.