Margie Dana

We're in great shape for this Thursday's first annual BPB Conference. My background as a multitasking, detail-focused print buyer is helping me with this event. There will be no Print Tip next Monday, as I will be catching my breath. I hope to see many of you there!

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Lost in Translation

So many of the terms we use in this industry are misunderstood. Whether you buy, sell, or promote print, it's good to be reminded of this from time to time.

Now is as good a time as any.

Published glossaries of printing terms are only helpful if the customer has one handy for easy referral. This isn't practical. Print providers should assume that no one has a desk reference like the "Pocket Pal" (Frank Romano, Editor) or "Getting It Printed" (Mark Beach and Eric Kenly,* Authors). Great books, both of them.

There is a standard online printing glossary I've seen far and wide on many US printers' web sites. I'm not a big fan of it, because last I checked, it failed to include such common terms as "4-color." (Who wrote this, anyway? They should have called me.)

Many of us throw around acronyms like VDP, RGB, CMYK, JDF, and PIA with wild abandon. But many, many print customers, including designers, marketers, buyers, and purchasing agents don't necessarily understand all of them.

Some folks will ask for clarification; others will be too shy, feeling downright intimidated.

As a writer and event producer, I am faced with this issue every day. Do I simply write about "VDP essentials" and leave it at that? I think it's clearer to write about "personalized printing - where you can tailor each piece you print to a different person." (The online glossary I've seen doesn't even include "VDP" in the V section. What gives?)

If I call a seminar "Digital Workflow," I know that many people will read that title and think, "Good, this is a session on digital printing." I know whereof I speak. They will be disappointed.

It's not only an issue with print customers. What about new sales reps and CSRs (Customer Service Representatives) who may need help with terminology? Are they getting this information somehow?

Last week, in the trade news, I read about a company that's doing seminars on POD. That's Print on Demand. The article said, "Print on Demand, also known as Variable-Data-Printing,". . . Well, I protest. These terms are not interchangeable. From the perspective of a customer or prospect, I will tell you that there is more confusion surrounding digital printing and VDP than anything else going on in the industry.

So remember, when you're speaking about printing to a prospect or customer, or writing about it for a publication, your web site, a sales letter, or corporate brochure, stop and take a good look at your use of industry terminology. Is your meaning crystal clear? Can anything be misinterpreted?

Often, we are too close to the language we use in our business. Common terms are only common to some of us.

*I was lucky enough to meet Erik Kenly at the New Zealand conference I attended this month. Let me tell you, it was a highlight. I love his book.

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