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Commercial Book Printing Tips

Dining by Fireflies:
Unexpected Pleasures
of the New South
8 1/2" x 11" Book
288 pages
Four Color Lithography
Hardcover
Four color through-out
 As a commercial book printer working with people who wish to print their books, many for the first time, I am amazed that a lot of the terminology I use confuses them. I mean, we all know what a stripper does in printing, don't we? And a signature...what could be more simple in explaining page layout? Well, I'm not indifferent to my clients, and I know all too well that printing technology and terminology is in a world all to its own.

What I would like to do is make a list of ten points that will help anyone plan and print a book.

If I've learned anything in this business, it's that the two-word phrase "camera-ready" sends shivers up most people's spines. Just what is camera-ready and what does it mean? In the technical sense, camera-ready means that what you give the printer is ready for the camera with no operator input needed.

The printer will photograph the material exactly as-is and make the printing plates with no manipulation of the material. What frequently happens, however, is that the writer thinks the material is camera-ready when in effect it needs some work before itis ready for the camera. (I am using the word "camera" but it could also mean the "computer.")

POINT ONE: This is the most important point! Consult with Jostens in the early stages of your project. This will potentially save you cost and time when your book is ready for submission. Jostens will keep a careful watch over you and guide you with proper book protocol.

POINT TWO: Visit a bookstore or library and obtain a book on publishing. There are veral titles, such as: "Book Marketing Made Easier", "The Self-Publishing Manual", "So You Want to Print Your Book?", etc. These instructional books will guide you every step of the way from how to choose your printer, planning your book, and marketing. We at Jostens feel we are well-qualified to give you advice and help you through these steps.

POINT THREE: Once you have decided to print your book, pay particular attention to the front matter in the book. There is a set way to present all this information and we can help you plan for a pleasing introduction to your book. The copyright page seems to be confusing to many people, and we are there to help you with obtaining the ISBN Number, Library of Congress Number, Copyright and Barcode. All of these things are very important to the success of your book.

POINT FOUR: Don't try and typset/design your whole book without first contacting your printer when you have a few sample pages completed. If there is a potential problem, it is best that it is pointed out in the beginning so you don't suffer the extra cost in time and money to change it later. Jostens has artists, page designers, typesetters and cover designers who can work with you to create the book from your ideas.

POINT FIVE: Join a writer's group. Most states have a writer's group or research association that you can join. Then you will have fellow writers with whom you can network. Most of these groups offer seminars and critique sessions that can prove valuable to you.

POINT SIX: The economy in printing is in quantity. The more books you print, the lower your cost per book will be. Remember that you will have competition for your book and their price may have an impact on the success of your book. You will have to not only plan on retail sales, but also wholesale sales which can be as much as 60% off the cover price. If you print a small quantity of books and the cost per book is higher than your competition is selling their books, then you will have a problem. Jostens can show you how to select the best number of books to print within your budget allowing you to meet your goals.

POINT SEVEN: Plan your book well and give yourself plenty of time to make it succeed. A mistake client's sometimes make is to schedule time-sensitive events - for example: a book signing, and haven't even talked to the printer yet. This can be very unfortunate ... especially if you were to find that you needed time to make connections or changes.

POINT EIGHT: Don't worry about photos and art in the book. The cost of reproducing these is very small compared with the total cost of the project. For example, dress up your book with original documents, maps, photographs, line drawings, etc. These can be enlarged or reduced to fit a page with very little cost of black and white. Color, of course, costs more because of the extra step in color separations. Jostens can explain the best use of color and black and white in your book.

POINT NINE: Don't be afraid to ask how to trim costs. Many times we are not given enough information in the beginning and we estimate a book using other books as an example. However, costs can be cut using less expensive paper, going from hard cover to soft cover, using black and white instead of color, etc. We can guide you properly through this maze. Also, it is possible to add style and extras to the book with ribbon bookmarks, foil stamping, leather covers, custom name stamping, translucent first pages, fold out maps, etc. Don't hesitate to ask for the cost of these extras if you think they may enchance your book.

POINT TEN: Go back to POINT ONE! Do not proceed with your book without first consulting with your printer. Jostens is a full-service book printing company with plants located in several locations throughout the United States. We are staffed with experts that can assist first-time book printers as well as the experienced book publishers. We do everything in-house and provide answers where others may be guessing. Please don't hesitate to fill out the questionnaire, write or call. One of our book consultants will be back in touch with you and there is no obligation on your part.