Sheep magazine Archive 2: issues 10-17

AlfRodchenko

Lefty online magazine: issue 10, May 2016 to issue 17, November 2016

NEGATIVE CREDIT,

CULTURALLY …

A while ago I was happy and fortunate to be asked to prepare artwork

for the reprint of an acknowledged photo/art book (a classic some would

say). The reprint of the classic 1990 photobook turned out fine. It was an

interesting project and I did get ‘paid’ for my services, but, as usual when I

like a project (and also when I heard the photographer/author is ‘precious’

about his work), I did push all buttons to overload on my input to ensure

everyone would be happy with the resulting book. Hopefully they are?

25

Here is something I wrote at the start of the process:

“This book deserves to be reprinted. Apart from the photographs, it is

the historical commentary, that makes it a document worthy of greater

dissemination … it is a valuable resource.

Artwork: Alan Rutherford

The publisher wants quality (to please author and publisher’s reputation)

but also wants cheap (to please unit price and make book price a

reasonable £25 or so) … In ideal terms it should be a prestige 4 colour

print job which should have a posh specification of papers to make up for

the fact that it is a facsimile … and it should be priced around £40.

Facsimile … How to achieve a good quality reprint today from a book printed

to so-so quality in 1990, while being constricted by unit cost and being steered

JULY & AUGUST 2016

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