By Margie Dana

New print buyers can get overwhelmed by what they need to know. This became clear during a Q&A at our print buyers' conference last fall.

The newest buyers posed the broadest questions during a Q&A forum. "How do I find a printer to produce our product catalog?" "How do I know when to print something digitally and not offset?" "Why doesn't every company have an in-plant facility instead of going outside for print?"

These new buyers raised good points - but the answers are not easy. I explained why.

Managing the purchase of print materials for a company or other large organization means you have to master different manufacturing and digital processes, technologies and graphic arts industries. It's a long education: do not expect to become a master buyer in year one - or two. (I'd say it takes five or more years to really know what you're doing.)

For all new print buyers, I offer this checklist for you to focus on:

THE MAJOR PRINTING PROCESSES (including how they differ)
What are they, what terminology does the industry use, and how does each printing process work - for sheetfed, web offset and digital presses.

AN OVERVIEW OF THE INDUSTRY
A bird's eye perspective will give you an appreciation of the scope of the industry in the United States and beyond. Pay attention to the impact of newer media.

HOW FIRMS DIFFER
Printers differ by equipment, specialty, quality, price and services. Mostly, it's equipment that determines what a printer can efficiently produce. Keep it in mind when you get estimates.

GETTING SOMETHING PRINTED? LET ME COUNT THE WAYS
Some work should be produced commercially, while some can be handled by your local retail quick printer - or even your own laser or inkjet printer. Some jobs need a team of experts (designer, print buyer, sales rep, paper rep and so on). Others you can buy all by yourself, over the 'net, working with e-commerce printers. You can get some printing done at office supply stores, too.

WHAT PRINTERS NEED FROM YOU
As a customer, you have responsibilities. You have to provide a lot of information to your printers, particularly comprehensive, detailed job specifications (specs). It's this information that determines your price. Send wrong specs, you'll get wrong prices.

APPRECIATE PREPRESS
You will be sending digital files to printers. How you prepare them is critical. Prepress technologies have advanced significantly in the past five years, and every print buyer needs to understand what goes on in prepress. Your files impact the final product.

SCHEDULING RULES OF THUMB
Printing is linear. Each step must be completed before the next one proceeds. It is customized manufacturing that depends on your specific requirements and your job file. Learn about standard turnaround times. Understand the typical stages of a job.

YOUR RIGHTS, THE PRINTER'S RIGHTS
The industry doesn't have trade customs that would hold up in court, but there are common practices that you need to know about. Ask your commercial printer for a list of these.

THE IMPORTANCE OF PAPER
Paper is a major part of every print job. Work with your printer to spec the right sheet, have your graphic designer spec the paper, or consult with a spec rep from a paper mill or merchant.

FINISH THINGS FIRST
Finishing processes can make or break a print job. Processes like foil stamping, embossing, engraving or diecutting have to be done by specialists (who may or may not be your printers). Discuss them before the job begins.

DOES IT MAIL?
Understanding mailing regulations is critical . . . and dizzying. Since a majority of commercially printed products end up in the mail stream, focus on mailing regulations at the beginning. Design for postal automation, make sure you can mail what you're creating, and get rough postage costs early on. Work with a mail house or contact the USPS for guidance.

These are the subjects I recommend every new buyer, including designers, should master.

It's this broad knowledge of the industry that will help you excel at your work and bring the most value to your organization. You cannot get it solely from books or sitting in a class or two.

The education of a master buyer takes place over time, on the job, at educational sessions in conferences and at your printers, through networking with your peers, and through educational Web sites and e-newsletters.

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© 2008 Margie Dana. All rights reserved. You may contact Margie Dana at mdana@bostonprintbuyers.com.

5/5/08