Where the Growth Is

■PrintersPicking a PrinterMyriad factors weigh when choosing a printer. Four warrantspecial focus right from the get-go, to spare you theconsequences of a major systemic blunder.1. Using the right software. It’s crucial from Day Onethat the composer of your book be on the same pagetechnically as the printing plant. Anyone laying out yourbook—especially one heavy with photos, graphics, andtext that require specific positioning—must know withcertainty that its printer can handle it.Does the printer use QuarkXpress or InDesign or somethingelse? What versions? You don’t want to put inmonths of arduous configuring only to find out that yoursoftware is outdated or discontinued. You may need toupgrade, or even buy an entirely new program with itsown learning curve.Regardless, time and money spent getting this right in thebeginning will pay off big-time in peace of mind and a harmoniousrelationship with the tech folks.2. Talking apples and apples. The devil—or hellitself!—is in the details, any of which can trip you up.Never assume that the plant uses a particular spec justbecause others do. Many, for example, have their owncolor profiles for converting images. Find out exactlywhich one your printer uses, and test it. What dpi does itrequire? Do files have to be in CMYK or RGB mode? TIFor JPG or PSD? Don’t guess, check.And if a language barrier is creating confusion, holdeverything. Question what you don’t understand untilyou do, and even change reps, or printers, if you don’t getthe answers you need.3. Making your rep love you. Sales reps work first fortheir company, not you. But a rep who respects and trustsyou will cut you slack when you need it most, go aboveand beyond to make the process smoother, and offer servicesthat others might not get.Doing your homework so you understand the printingprocess and demonstrating respect and integrity will usuallytilt a rep in your favor. Over time, your rep will genuinelyhave your interests at heart, which will manifest ina volunteered cost saving here, an extra printing servicethere, and so on. It all adds up to a better product and awin-win relationship.4. Knowing what your printer will provide. Because Ididn’t ask, I made the mistake of not looking beyond theconfusing specs for printing my book and the per-copycost. Only later did I find out that test proofs were extra,and several would be needed. My logo on the cover?Another charge there, too. All of which was included at noextra charge when I switched printers midstream. Lessonlearned: check every service and material used, and comparewith what the other guy is offering.The jacket came out gorgeous and vibrant. I approved it too,and Toppan was ready to roll presses.Buns Done!One last matter hung over us like the sword of Damocles. Weneeded final approval by the Chinese censor. Of course, mybuns guide reveals exposed skin in several shots, and eventhough they’re all in good taste, we worried that a prudishExalted Censor might ding us. Anticipating the possibility ofa total shutdown, Tom lined up a second printing plant inHong Kong; but, as it turned out, the book was cleared withnary a comment.Things were going so well that I decided to have Toppan producemy point-of-purchase display, which holds 20 copies ofmy guide. A different plant was used for that, and when a colorcorrection was needed that it couldn’t handle, Tom and anassociate did the work in Marina del Rey. Later, Tom arrangedto combine both jobs for shipping to reduce transport and customsfees to the minimum, cutting costs even further.This above-and-beyond attitude is so rare these days that Ifloated continually in a state of gratitude. Had I not made theswitch, I doubt that my buns guide would be in print today.Because I did switch, it came out better than I had ever hoped,which people remark on when they flip through it, looking atthe images and laughing at the text. I’ve never met Tom inperson and don’t even know what he looks like. But what Iknow for sure is that he’s the go-to guy for my next book. ■New IBPA member Walt Clayton is a multicareer screenwriter, wildlife film producer, anddiver/production manager on major underwater feature films. He started Callipygean Pressin Las Vegas to self-publish his pet project, the buns guide he researched and wrote for overa decade between movie jobs. He reports that the learning curve was steep and exciting, andthat he is happy to share his experiences at stryke@bunsguide.com.26 | IBPA Independent | February 2013