Where the Growth Is

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■The Language of Publishingor knocked out, so that theywill not be covered with ink.Portions that are knocked outmay appear in the color of thecover stock. Knockouts are importantbecause they preventthe color of a final ink such as apastel from being distorted byan earlier bright or dark color.LLarge print: Usually 18- or20-point type, large enough forcomfortable use by some readerswith visual impairments. Informationabout preparing materialsfor the visually impairedis available in “Best Practicesand Guidelines for Large PrintDocuments Used by the LowVision Community,” providedby the Council of Citizens withLow Vision International, an affiliateof the American Councilof the Blind, cclvi.org/largeprint-guidelines.html.Laminated: When a thinplastic film is applied to theoutside cover of a book toprotect the surface (say, fromfingerprints or moisture) andenhance the appearance. Alsosee Coating.Laser printing: Typically doneby a desktop printer that, likea photocopy machine, uses anelectrostatically charged drumand toner to produce an imageon paper. Contrast with offsetlithography, which involvestransferring ink in a press froma printing plate to a rubberblanket to paper—a processwith more expensive makereadyand press cleanup thatis suitable for longer runs.Laser proofs: Paper outputfrom an electronic file; used asfinal proof before printing. Alsosee bluelines.Layflat binding: The processcreates a flexible spine sopages lie flat when a book isopen; popular for cookbooksand how-to books, when directionsare likely to be read asa project is in process. Brandsinclude Otabind and Repkover.Layout: The depiction of adesign (as in “laying out thecover”). Also, what desktoppublishing software creates asan electronic substitute for thecomprehensive, or pasteup.For additional reading:BISG Rights Controlled Vocabulary, bisg.org/docs/BISG%20Rights%20Controlled%20Vocabulary%201.0.pdfBook Design and Production: A Guide for Authors andPublishers, by Pete Masterson, Aeonix Publishing GroupBookmasters Publishing 101 by Bookmasters,bookmasters.com/authors.htmlDon’t Let Me Find You Bleeding in the Gutter: UnderstandingBook Terminology by Joel Friedlander,thebookdesigner.com/2011/06/dont-let-me-find-you-bleeding-in-the-gutter-understanding-book-terminologyNeenah Paper’s Glossary of Paper Terms, neenahpaper.com/resources/glossarytermsPBI Print Buyer Glossary, printbuyersinternational.com/resources/print-buyer-glossaryLeader: A title the publisherexpects will have high sales.Large publishers give leaderssignificant promotional support,including money for advertisingand author tours.Leading: The space betweenlines of type. Pronouncedas “led,” it is expressed as abaseline-to-baseline measure.Nine-point type leaded outat 12 points will be written as9/12 or phrased as “set 9 on12.” The space comes betweenthe descenders of a lineand the ascenders of the nextline. Type set 9/18 will havemore space between linesthan type set 9/12 or 9/14.Type leaded too tightly will behard to read. The term derivesfrom the narrow metal stripsthat separated lines of metaltype in early typesetting.Letterpress: Today used mostoften for high-quality short-runjobs such as invitations andpersonal stationery, letterpresswas the primary method ofprinting everything for 500years, starting with Gutenberg.It was replaced for long-runand large jobs by offset lithographyin the mid-1900s. Alsodefined as relief printing, letterpressuses raised printingsurfaces such as those createdby the Linotype and otherhot-metal typesetters or byengravings.Library binding: A reinforcedbinding offered by specialtybinderies. Publishers orderinga large quantity of booksbound for library sales mayhave them prebound; otherscan order extra covers to beused for rebinding paperbacksonce their original spines arecut off. Names of some librarybinders can be found on theLibrary Binders Institute Website,lbibinders.org.Line art: Images created witha single color and withouthalftones. Usually black-andwhitedrawings. Most clip artis line art.Lines per inch (lpi): This measuresthe resolution of a halftoneor line screen. The higherthe lpi, the finer the screen andthe sharper the image. SeeDots per inch.Logo: a graphic representationof an organization’s name. Oftenpart of its graphic identityin spine artwork, letterhead,catalogs, and signage.Low-resolution: Low-res imagescan be transmitted electronicallyfaster than higher-resimages, but they have lessclarity, especially when enlarged,and may look blurred.Images such as stock photopreviews are provided in lowresolution for layout purposes;high-resolution images arenecessary for book production.MMake-ready: The same assetup, make-ready includes all28 | IBPA Independent | February 2013
The Language of Publishing■the tasks required to prepare apress (or other equipment) fora specific printing or bindingjob. In printing, this includesmounting plates on the pressand adjusting the registrationand the quantity of ink reachingthe printed piece. Eachsignature of a book will requireits own make-ready. One reasonthat jobs printed in blackink on house stock are lessexpensive is that make-readytakes less time and effort.Margins: Unprinted spacebetween the text or illustrationsand the edge of thepaper. The top margin is alsocalled head. Gutter is the termfor the margins between twofacing pages.Markup: Usually expressedas a percentage, the differencebetween the price paidfor something and the price atwhich it is sold. For example,a wholesaler that buys a bookfrom a publisher for 50 percentof cover price may mark it upto 60 percent of cover priceand sell it to retailers that markit up to 100 percent of coverprice, a margin (or in generalbusiness terms, a contribution)of 40 percent for the wholesaler.Retailers often talk in termsof discount (as in “from cover”or “from retail price”) ratherthan markup.Mask: A physical means,usually an acetate overlay, ofblocking a portion of an imagesuch as the background so thatthe masked portion won’t print.Masking can also be doneelectronically, with programssuch as Photoshop. Also calledKnockout; see above.Mass market paperback:Paperbacks smaller in trimsize than trade paperbacks,and usually somewhat smallerthan 5" × 8". Sometimes distributedby firms that handlemagazines and similar rackedproducts, they are oftensold in airports, drugstores,and supermarkets as wellas in bookstores at pricesfar lower than those of tradepaperbacks. Returns are usuallycredited when covers arestripped off and sent back.Minus their covers, the booksthemselves are pulped. Titlespublished only as mass marketpaperbacks may have shorterlives than trade paperbacks.Royalties for mass market paperbacksare relatively low.Masthead: A copy block thatprovides a publication’s namealong with information aboutownership and staff and oftenappears on the second pageof a newspaper and on thecontents page of a magazine.Mastheads are valuablesources of editorial contactinformation.Matte: A dull finish, the oppositeof glossy. Papers and coatingscan be matte or gloss.Measure: The width of a lineof type in a book, traditionallyexpressed in picas.Mechanical binding: Despitethe name, “mechanical” bindingusually requires handwork,unlike perfect binding.Examples include looseleafbinding, wire and plastic spiralbindings and comb binding,which is plastic. Often usedfor notebooks, cookbooks,instruction manuals, or othertypes of publications thatneed to lie flat when opened.For sales in bookstores, mostlooseleaf publications areshrink-wrapped. Wholesalersdon’t generally handle spiralorcomb-bound publicationsunless they are boxed or haveadded spines that cover thespiral or comb so book titleswill show when shelved spineout.Plastic bindings are moreeasily damaged than otherbindings and so are difficult toship without special packaging.Mechanicals: Camera-readyassembly of type, graphics, andother elements complete withinstructions to the printer, typicalprior to electronic prepress.A “hard” mechanical may alsobe called a pasteup, boards, orCRA (camera-ready art).Media: The plural of medium.Devices that package andtransmit content, includingprinted publications, tapesand records, films and television,computerized datavehicles, and social mediasites such as Facebook,Twitter, and LinkedIn.Media release: In publishing,usually an announcement ofa new title, author appearance,acquisition, or personnelchange written in journalisticstyle, so that media peoplecan use it with little or no revision.Also called news releaseand press release. Examplesand how-to’s are provided by“Using the Inverted PyramidStyle of Writing,” yale.edu/...SamplesoftheInvertedPyramidStyleofWriting (this is a Worddocument; enter the URLstring, with no spaces or hyphens,in Google’s search boxto access it).Middle reader: A book intendedfor children ages 9–11.Midlist: The term large publishersuse for titles that theythink will not be top sellers.Midlist titles are printed insmaller quantities than leadersand often have scantymarketing budgets. Booksthat would be midlist at hugehouses can sell well throughsmall and midsized publishingcompanies, where they getattention and time to developmomentum.Mockup: A preproduction depictionof material. Often usedfor decision-making, mockupsmay show text from a manuscriptin suggested typefacesand sizes or greeked text.A mockup accompanying ajob to a typesetter or bookmanufacturer will show howthe publisher expects the finishedjob to look and mayVisit the IBPA Website at www.ibpa-online.org | 29
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Page 4 and 5: President’s Postby Florrie Binfor
Page 6 and 7: What You Need to KnowAbout Using Th
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Page 10 and 11: BOARD MEMBER’S MEMOIndependent Pu
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Page 22 and 23: MARKETING OPPORTUNITIESIBPA DIRECT
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