Nothing is easy in printing.

There are ALWAYS challenges in printing. The very premise of offset printing is based on the adage that oil (ink) and water don’t mix. So what do we do? We find a way to make that particular law of physics work for us. They don’t mix huh? Good, let’s find a way to lay water down on the areas of the plate that we don’t want to pickup ink,  and ink on the places we want to print. It sounds simple–right?

Ka-Boom!

It’s about as simple as finding a way to smoothly power an automobile based on tiny explosions in the motor. That sounds like an odd way to say internal combustion engine, but that is what it is, propulsion created by explosion. When put this way it sounds dangerous, doesn’t it?

It’s easier said than done.

Recently I was asked to find a source to print board books for children. Until I looked into it, I had no idea what a challenge I was undertaking. If you have been following my blogs it will come as no surprise to you that I am steadfast in my opposition to  overseas printing. The US printing industry is hurting and sending money out of the country during this recession (that we’ve been told is over–ha,ha) makes it more difficult for us to climb out of the hole. I’m not a China basher, but I feel strongly about supporting the American economy first.

Really, is China the only choice?

Herein was my problem. I was told that US printers don’t print board books. Board book printing is almost exclusively done in China.

Humidity is good for skin, but bad for books.

Given my predisposition toward printing in the US and the dearth of printers here I was about to resign myself to going overseas, BUT there was another rub. My customer had been printing in China and was experiencing problems with warped pages.

A Book With Warped Pages is Like a Birthday Cake Someone Sat On.

They were told that the warping was occurring because of humidity. Nothing is more humid than a ship at sea. The only thing more humid is actually being in the ocean. What do you do when the only place printing the product you need is overseas and the shipping back to our shores is creating warped pages? The answer seemed easy enough to them–find a mainland printer.

Where’s a miracle worker when you need one?

And, since I, Bill Ruesch Print Broker, have always been able to solve even their toughest production problems, they confidently turned to me.

It is flattering to think that my customers have so much faith in me–that’s the good news–the bad news is that it’s a compliment that carries a certain weight of responsibility. If I let them down, even once, will they choose to go elsewhere for future business? Yikes!

So, there I was stuck between what appeared to be an impossible production dilemma, and customers who expect me to solve it, impossible or not. Was I up to the task?

Ta-Da!

Do I dare alter the old cliche` and say, “where there’s a Bill there’s a way?” Okay the previous was a shameless, self-serving, pat on my own back, but by golly I found a printer that meets the criteria. There is only one, can you believe it, the only one in the country, but I located them.  I would tell you, dear reader, who the printer is, but I would rather keep that information confidential. I can say that should you need to get a board book printed, call me at (801) 474-1270 and I will gladly assist you. It’s my job.

Seeking Glimpses of the Future

I have my crystal ball out. It is sitting right in front of me on my desk. I’ve been searching its depths for some clue about the future of printing, publishing, and related industries. You know what I get? Nothing.

The only thing I know for sure is that things will change. This little prophesy doesn’t mean much, except to say that time is a river and we can either find a way to float with the current, or test our strength against it. (Pretty poetic wouldn’t you say?)

I’ve spent a lifetime, so far, learning all about offset printing. I now know quite a lot, but what is that worth? What is it worth really? When I think back, I can remember people who were expert typesetters and others who were great with scanning drums for four color separations. Their hard won knowledge became irrelevant almost instantly with the changes in technology.

I used to laughingly pontificate that someday Bill Ruesch Print Broker, would consist only of an equipment filled Winnebago. Customers would provide me with art files. I would drive over to the paper merchant’s warehouse, load-in the stock, and by the time I arrived at the customer’s dock the job would be completely printed, folded, and bound.

Book in a Box

That used to be my weird vision of the future. It made me and my customers chuckle at the absurdity. It isn’t so funny anymore now that the Espresso Book Machine exists. In one machine a whole book is created; from file to finished product in less than seven minutes.  Seven minutes–printed, bound, and ready to read. That is if you have hot pads. I understand that the books come out pretty warm and need to cool down a bit.

My vision of the future has come true. What do I see in the future now? I haven’t a clue. I think my predictor must be on the blink. I’d be willing to go out on a limb by stating, “It doesn’t matter what crazy, ridiculous, impossible notion we conceive, someone is probably already a step or two ahead of us, and are right this moment building something to make it happen.”

I’m prepared to be amazed. How about you?

Print Brokers and search engines

I keep a close watch on the words and phrases that readers use in search engines to find this blog.  Questions about print brokers lead the pack. I guess I should have figured this out on my own because when I’m asked what I do for a living, and I say I’m a print broker, most respond by asking, “What is a print broker?” They wouldn’t do that if I said I was, for example, a stock broker, or even, as I saw on a television commercial recently, a shrimp broker. There’s something about the conjunction of print and broker that creates confusion, and often curiosity.

Why are print brokers attracted to the business?

I don’t know why others become print brokers, but I did because I wanted to provide better service for my customers. I reasoned that as chained print sales rep I was strictly locked into the capabilities, pricing, and business philosophies of the printer employing me. My customers, however, often needed either print production we couldn’t provide, or a redesign of their job to make it fit our capabilities. Either way I found myself in an awkward situation. What should I do, send them away or frankensteinize their project?

(Don’t bother looking up the word frankensteinize, it isn’t dictionaryized because I just created it, and neither is dictionaryized for the same reason.)

What services do print brokers provide?

In my experience a print broker typically performs these duties:

• Consults with customers regarding parameters of the print order. Reviews and discusses any job particulars that will affect the outcome.

• Suggests ways to decrease cost and/or improve quality depending on the requirements of the project.

• Provides samples like paper dummies, paper swatch books, foil stamps, or any other visuals the customer requires to make informed decisions about the print order.

• Aids the customer in determining and clarifying the specifications so that printers will bid apples-to-apples and identify production problems before they ruin the project.

• Pre-qualifies printers or other providers to determine which is the best match for the job.

• Submits bid specifications to qualified printers.

• Consults with printers as needed to answer questions or address production concerns. This is particularly critical when the job is complex.

• Gathers competitive bids.

• Scrutinizes the submitted written bids to make certain the directions were followed, and nothing added or neglected.

• Submits bid with specifications to customer. This gives the customer an opportunity to double-check the specifications at the same time as they receive pricing. The objective is to make sure all parties are in full agreement about the scope of the job.

• Facilitates the transfer of files, or other art to the printer.

• Works with both printer and customer regarding terms of payment and makes sure all conditions are met.

• Arranges and facilitates all necessary proofing steps.

• Attends press checks. Helps the customer understand the printing process and translates printerese into business normal.

• Arranges for delivery of the product to the required destination.

• Oversees and coordinates all parts of the job, this is especially critical if the project consists of multiple pieces.

• Invoices the customer for the work.

• Pays the printer. The customer writes one check and the broker takes care of the rest.

• Most important–deals with problems that may surface during or after the job is delivered. The broker acts is a shield between the customer and the printer in the event of a disagreement.

What is the most valuable service print brokers provide?

The bottom line is that both customers and printers need brokers. Brokers provide the most valuable service of all, we facilitate smooth communication between customer and printer, and that in itself, prevents a whole raft of problems that could occur. Printing, as I always say, is not an exact science. The process, from creative idea to finished product involves so many steps and demands that every one of them be done right. It is a miracle anything turns out as planned, but despite the odds 95% come out great. It’s the 5% that keep us in the graphic arts industry awake at night.