4 Tips for Working with Your Printer to Lower Costs and Reduce Stress

By Guest Contributor, John A. Rothstein
Next Generation Printing, Inc.

The printing industry is changing. From electronic job submittal to digital proofing to variable data output, the days of "ink on paper" being the most important issue to print buyers is far behind us. Experience has also taught us that the more things change, the more they remain the same. Deadline pressures continue to increase while budgets continue to shrink. So no matter what changes are going on in the industry, print consumers still want to stretch their dollar with the goal of having a quality piece produced in a professional and timely manner.

The good news is that many of the changes in the industry allow printers to provide a higher level of service at even more competitive pricing than ever before. All you need to realize time and cost savings are planning, knowledge and thorough, timely communication between printer and print buyer. Here are four steps that print buyers can take to produce projects that are high quality, on time, and on budget while they enjoy a stress-free buying experience.

1. Be realistic about deadlines

   It's a fact of life: emergencies come up. But with some foresight and planning, these occasions can be the exception, rather than the rule. Planning ahead has a number of advantages for the print buyer. First, there is less stress and pressure on both you and the printer, which always leads to a better final project. Second, it allows time -- for thorough proof reviews, for changes to be made properly, and to ensure that the final product is exactly what you and your customers want. Most importantly, the print buyer can save money by avoiding rush charges and additional expenses for overnight mail or courier shipping if planning for deadlines is done well in advance as much as possible.

   A good rule of thumb is to allow 48 hours for production of a proof. Upon approval of a final proof, allow five to seven business days for offset work, and two to four days for digital work in general. Of course, the exact time needed is determined by the complexity of the job, and, more specifically, the finishing that needs to be done on that job. Thus, more time should be allowed to complete a 400-page, four color, bound book with eight tabs than a one page sell sheet.

2. Know the printing process

   If knowledge is power, a knowledgeable print buyer is a powerful print buyer. Knowledge of the printing process will not only help print buyers save time and money, but helps to alleviate stress throughout an entire project.

   Knowledge about the information that needs to be submitted to complete a print project will save time, money, and also result in a higher quality piece. When completing a specification sheet or purchase order, the more information that is provided, the more accurate the printer can be; missing or incomplete information could delay an estimate, proof, or worse, production of a job. Information about quantity, colors, stock and finishing are all required by a printer to ensure you get what you want. If you are unfamiliar with any aspect of the print process, ask your printer. Printers generally want to be able to provide you with as much information as possible. For example, at Next Generation Printing, we hold seminars to help familiarize customers with all aspects of the printing process.

3. Stay on top of the proofing process

   Proofing is an area where you can save time, money, and peace of mind simultaneously. First, thoroughly check all files before they are sent to the printer. It's far less expensive for you to make changes to files rather than have the printer make those changes for you. Printers charge for author alterations (AAs), and by making changes yourself, you'll avoid extra charges. You'll also save time and reduce aggravation by avoiding the game of ping-ponging proofs.

   It is critical that you the proof review it in detail. While printers will seek to identify errors and point them out to their customers, a printer may not know if a name is spelled incorrectly or if a phone extension is transposed. Many printers have proofreaders on staff, but in the end it's your responsibility to make sure that the copy is correct. So no matter how good the printer, you have to review everything before any job goes to press.

   Lastly, turn around proofs quickly. If changes are necessary, identify them and get them back to the printer, who'll make the corrections and provide a new proof. Remember that many printing plants schedule jobs to print only after the final proof has been approved. So, to avoid rush charges -- or worse, missed deadlines -- make sure proofs are thoroughly and promptly reviewed and returned to the printer.

4. Keep Communication Open

   You should expect your print vendors to be not only a good resource, but also your partners in every job they produce. Communication is crucial. If you are printing materials for a seminar on a certain date, tell the printer what that date is. A good printer will have a customer service department staffed with people whose job it is to track and meet deadlines. Such communication will save you both money and anxiety by preventing rush charges and ensuring that jobs are completed on time. No one wants to be spending a Thursday night before a Friday seminar wondering whether their materials are going to arrive at the hotel.

   You should feel comfortable asking questions -- lots of them -- of your print partner. Make sure that you provide the right PMS color for a company logo, and if you are not sure what color to use, ask. Does your job require a special paper? Will delivery of that special paper hold up production of the job? Talk to your printer about it. Perhaps a similar stock from a different company will be more readily available, making the deadline easier to meet, or there might be less expensive equivalents out there. Only by asking questions will you get answers. And only by keeping the lines of communication open can your printer serve you to the best of their ability.

By following these four simple, common sense tips, your print projects will not only be delivered on time and be less expensive, but the process of print buying will be virtually stress free.