production compactly © susanne tochtermann-wenzel 2008

Production compactly

© Susanne Tochtermann-Wenzel 2008

Bases of the book design/ typografy

• typography und design as communication

• check list for design

• Typsetting and page make-up

• Assumption of supplied author data

• Usual typsetting programs


Typography and design as communication

Read kinds

• Linear reading A goal: „serving typography“, which does not disturb during reading

• Informing readingA goal: as clearly as possible

• Differentiating readingA goal: as unequivocal as possible

• Selecting readingA goal: as distinctly as possible

• Consulting reading A goal: as distinctly as necesssary


Check list

• contents? • function? • target group?/ aim? Book and read type?• market defaults/ Corporate Design defaults?• budget?• Time situation?

Layout/ design

• typesetting• Proportions• Picture/ text integration• Employment of grafic means• Employment of color• paper• binding


Preliminary stage processes realign themselves

• ... the material supplied by the author

• ... agreed upon cooperation with the author

• ... number of titles, which flow over a certain standard

• ... the calculatory framework of the product

• ... the claim of quality of the publishing house

• ... the strategic goals (e.g. data multipe use)

Typesetting and page make-up


Author supplies finished sides

place/ page make-up

Author supplies manuskript written as formatted data (with special tool)

Author supplies manuskript on disk,

but without any formatting

Author supplies manuskript without

disk or data

revision by Copy-Editor

Content imprimatur in word

Print run by Opticopy or any similar system

PDF output of word: „Word to

print“

Standard converting in

typesetting house

Converting in typesetting system

Typesetting by compositor

Correcting in publishing house / authorcorrection

done by typesetter

Further gally proofs (as required)

Checking of page make- up by

editorial

Last corrections and ok to print

PDF for printing process


DTP programs (with graphic user surface)• QuarkXpress• Pagemaker (Plus XML)• Ventura Publisher• Indesign CS (Indesign XML)• Framemaker (Frame SGML)• Power Publisher (XML)

Typesetting programs• Textline• 3B2• Typoskript• (Bertoldsatzsystem)

Usual typsetting programs


Offset printing

• Basic principle of offset printing

• Schematic representation

• Evaluation of printing quality

• CTF/CTP

• Digital printing


Basic principle of offset printing

• Printing and non-printing places (of the printing plate) are on one level

• Offset printing is based on the repulsion of fat and water • Nonprinting places are moistened with water in the damping

unit• printing places are able to take up greased color• Impact: the color will be transfered from the printing plate to a

rubber blanket. From there it will print indirectly on the paper • Because of this offset printing is called a „indirectly printing

process“• We have to distinct in sheet fed offset and rotary offset

(dependet on the print run)


Schematic representation


The evaluation of printing quality

Black-white printing

• Correct colour matching: no letters smeared up (too much color) or to serifs thin lines broken out and/or characters look grey instead of black (too little color)

• Correct halftone reproduction: halftone dots have to look good and clear on the paper. That means: no picture appears „dull and indistinct“

• Even colouring: grey value must be correct by the whole work through

• Ghosting: letters get easy shade

• Scumming: More easily grey veils on the whole side – reason: to small discharge


The evaluation of printing quality

Colour printing

• Register accuracy: Picture appears indistinct and/or has the edges incolored „projections“

• Correct colour (ink feeding): Each individual printing ink must be proportioned in the correct quantity, otherwise falsified colours result


Computer to Film (CTF) / Computer to Plate (CTP)

Process

What we have to considerate:

• Clean data, i.e. no additional „small“ corrections with CTP

• If possible no open files

• Writing merge

• Provide obligatory expressions

• Communication between pre and main stage

• Data tests

• No hair lines (in the data)

Which is obtained, is quality!


Digital printing

Fundamental

• Be based on copying, laser or liquid toner technology

• Been suitable for productions with low-volume printwork

(under 500 pieces)

• Decrease ot the publishing risk

• Possibly publishing decision (rights)

• Personalized production possible

• For certain products importantly: rapid updating barness


Ditial printing

Conditions• „clean“ data (naturally also from the cover data)• For economical production: reduction of the formats and

materail variety• „fitting“ products: Printing quality is with 300 to 600 dpi• „suitably“ also regarding to the binding processing/finishing


Digital printing

Technology

• Single paper (for example Docutec or DocuColor from Rank

Xerox): single and multi-color; used by loos-leaf editions,

simple softcover

• Rotary press (for example OCÉ-Maschine): simple and multi-

color; softcover and stitched products

Machines

• For example Agfa, Xeikon, Indigo, Heidelberger Quickmaster, OCÉ


Finishing

• Binding methods

• covers

• Process steps

• Complaint reasons


Four large groups of binding methods

• Thread-stitching/thread-sealin

• Adhesive binding

- dispersion

- PUR

- Hotmelt

• Wire-stitching

• loos-leaf edition


Difference of binding styles

• Hardcover

• softcover

Process-steps

The representation of the individual production steps, which

are necessary during the binding prodessing, see next side

(on the basis of sheet fed offset)


Finishing process


Softcover

Flat sheets will be cut and foldet to folded signatures

Adhesive binding

Folded signatures will be collected to a book block

Stick on the endleaf

Three-sided trimming

Hardcover

Wire-Stitching Threat-stitching

Adhesive binding Threat-stitching

Stick on the cover

binding

(Coloring the cut)

perhaps: rounded back

Book cover production

Individual parts cut

to cover the board

Rounded back

perhaps: headband

Book backing

to case the book block in the cover

Joint forming

dry

perhaps: bring on a book jacket

packing

Product planing/ product management

• Product management

• „the magical triangle“: date, cost, quality

• obligatory planing I und II

• Quality assurance I und II


Product management

Components of the product management

• Manufacture/ production knowledge

• Clear objective

• Clear division of responsibility

• Good communication

• Obligatory planning


The magical triangle

time

cost quality

• scheduling

• cost planning

• quality assurance


Course of project

definition planning realization conclusion

Kick-Off 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 weeks

beginning for productionShould be: beginning for production

Obligatory planning I


Obligatory planning II

Scheduling

Resource planning

Cost planning

Quality assurance


Quality assurance I

Criteria Smooth operational sequence Reach the desired product equipment Keeping of the adopted budget Appearance in time

Possible sources of error Unrealistic planning Deviation from planning Unclear authority (internal) Missing information to the product Bad manuscript condition Problematic product equipment Unreliable suppliers


Quality assurance IImeasures of the prevention

Organizational Definition of the product equipment with program planner Provide a flow diagram buffers take into account Information flow guarantee Constant comparison target/ actual data Regular examination of the course of the project

Technical Author guidelines and quidelines for data structure Arrangement of first tests Selection of competent suppliers


Costs/

calculation and costs-controlling

• calculation – costs-controlling during the

production/calculation

• Manufacturing calculation/ marginal costing

• Concepts/wording of calculation

• Structure of offer concerning manufacturing costs

• How can I reduce/avoid costs before?


Calculation – cost-controlling in the production/ manufacturing

• Pre-calculation

To the planning release/conclusion of a contract between publishing

house and author

• Retail price calculation (or main/intermediate

calculation)

To the definition of the retail price and the definite print run

• Conclusion or recalculation

To the progress control, comparison of nominal and acutal values© Susanne Tochtermann-Wenzel 2008

Manufacturing costs calculation/marginal costing (calculation of amount covered)


Marginal costing on Fractional costs basis

Margin costing onManuf. costs calculation Full costs basis

fix costs retail price Retail price + variable costs - value added tax - value added tax = total costs net price = net price / print run -bookseller discount - bookseller discount = manuf. Costs per piece =net-net price = net-net price

- royalty - royalty -manufacutring costs - manufacturing costs .

= gross profit = gross profit - sales overhead costs - sales overhead costs

= contribution margin I = contributionmargin I - other costs - other costs - other proceeds - other proceeds - interest - interest = contribution margin II = contribution margin II

- overhead costs editorial dep. - overhead costs prod. Dep.. - overhead costs sales def. - overhead costs marketing dep. - other overhead costs = contribution margin III - Calculatory adjustment of value

= contribution margin IV

-publicity expenses - publicity expenses

Terms of calculation

• Contribution margin I, II, III, IV Characteristic numbers for the interpretation of a contribution margin are

not standardised but by the publishing house are they individually defined.

• Breakeven printingIndicates how many copies must be sold, in order to cover certain costs

• Break-Even-PointIf the print run is reached, with which all costs are covered, but still no

profit was made

• Goods employment/ Gross profit quoteRelationship from manufacturing costs to the net net turnover


Structure of offer for manufactoring costsTypesetting/Prepress:Typesetting per 1000 indicationsPrice for each page (inclusive data conversion, page make-up)ScansProofsCorrection costs or treatment of pictures for each our

Printing process:(Paste up/copy)/plate exposure per sheet format (for example per 16 pages)Preparation per sheet formatPrint run per 1000 copy (one colour/ two colour or four colour)Costs for blueprint/ plott

Finishing:Costs per copy per planned print runCosts for each further copyAdditional costs for further sheet formatCosts for shring-wrapping for each copyCosts for book ribbon for each copy


How can I avoid/ reduce costs before?

• To provide a realistic time scedule (in knowledge for all involved ones)

• First clear conceptions/definition of the desired layout specify avoid

• Supply of clearly distinguished manuscripts (manuscript agrees with layout?)

• Definition (in a first step) of employment of colour in the layout

• Illustrations: weighting of the illustrations clarify and relative importance specify

• Before manuscripte goes to the typesetter, it should be worked on the manuscript (editorialally finally) – perhaps give a list at the typesetter which termins must be corrected automated

• Perhaps work with a author data guideline (it simplifies the conversion in the typesetting house and will reduce costs). Page references, illustration and table numberings, dynamics and so on can be generated automatically.

• Clarification, like index production takes place – if index in the book available


How can I avoide/ reduce costs before?

• Clarifying with the typesetter, which achievemens can be taken over there automatically (e.g. automatic production of table of contents)

• Consideration (possibly with printing office), which figures could be economically be placed – for example color sheet

• How can existing colour in illustrations be used optimally for the layout?

• Does layout have to be really four colors?


Purchase

• Standardisation

• Advertisment

• bundling

• Skeleton agreements

• Conduct of negotiations

• Costs driver


Prepress• Price list for typesetting

• Price list for scanning (for difference sizes, one colour, four colour, line images, halfton images)

• simplified basic layout, which could be make-uped by the typesetter themself

• data-guideline concering the manuscript word-data (for authors)• Correction costs per hour• Manufacturing (page make-up completly) in word

Standardisation of paper

Format and equipment

Standardisation


• Written advertisement

• Depending upon order value at 3 to 5 suppliers

• Precise product description as basis for comparability of the offers

• Examination of the offers regarding advertisement text

• Trading conditions

Offer advertisement


Bundling

Production bundling

Several titles in same equipment summarize

Several covers printed together

Reprint pachages with long running times as lock-ups with x% discount


Skeleton agreements

Single contract

Basic agreement with an order character

Basic agreement over contingents (without title planning)

Price list


Conduct of the negotiations

Preparation of negotiation discussion

• Comparability of the competition offers negotiation

• Goal/estimated price

• Starting points of talking about the princing

Choice of the time

Choice of the negotiation form

Competition offerer• name• Detail costs

Feasibilities

Agreed upon prices (detailed) to confirm in writing leave


Costs drivers

• Number of pages• Number of illustrations/tables/figures• colours• Finishing

Hardcover/SoftcoverAdhesive binding/threat-stitchingbook jacket, book ribbon...

• special featuresPerforation...

• Number of corrections (sheets)


Medium neutral data retention

• structured data

• actions

• Aged data assuption

• Processing of aged datas


Structured data

SGML/XML/HTML= neutral dataSGML (Standard Generalized Markup Language) andXML (Extended Markup Language)HTML (HyperText Markup Language) = for Web-Publishing

Goal of neutral data:• Central to long-term use of contents• Electronic publications• Separation from contents and form/layout• Flexilbe usefulness of contents• Platform-independently (by coding)/independente of the system• Simple updating• References and linking


Actions

• Document- analysis• SGML: Writing of a DTD (document type definition)• XML: Writing of a XML-DTD or of a XML-Schemata

Achievement of a DTD• Description of the occuring elements• Description of the occuring hierarcy • Description of the relations of the elements among themselves• Definition of the occurrence rules• Definition of the attributes• Description of the entities


Aged data assumptionExamination first• Before the admission of the work test (leave), as complex the aged

data assumption becomes. Often new typesetting ist the smaller cost

Frequent problems with aged data assumption• Inconstistant use of the data guideline

• Variant wealth with typesetting codings (#times#16#hf or #16#times#hf)

• Typesetting mistakes (l instead of 1, O instead of 0)

• Differing special characters

• Hard and soft end-dash

• Links (for example „see page 256“)

• Placement of illustrations


Processing of aged datas

Processing of aged typesetting datas means:• Writing of a DTD against the background of the structure

(elements) of the aged datas

• Conversion of the aged datas into XML/ SGML

• Editing of the structure

• Insert the register marks/ Integration of the register into the data

• Text-editing concerning print-typical formulations

• supplement of the linking


production compactly © susanne tochtermann-wenzel 2008

Documents

printing plate

leveloffset printing

nonprinting places

damping unit printing

readinginforming readinga

rotary offset dependet

upauthor supplies manuskript

requiredchecking of