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
© Susanne
Tochtermann-Wenzel 2008
Typography and design as communication
Read kinds
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Linear reading
A goal: „serving typography“, which does not disturb during reading
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Informing reading
A goal: as clearly as possible
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Differentiating reading
A goal: as unequivocal as possible
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Selecting reading
A goal: as distinctly as possible
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Consulting reading
A goal: as distinctly as necesssary
© Susanne Tochtermann-Wenzel 2008
Check list
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contents?
function?
target group?/ aim? Book and read type?
market defaults/ Corporate Design defaults?
budget?
Time situation?
Layout/ design
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typesetting
Proportions
Picture/ text integration
Employment of grafic means
Employment of color
paper
binding
© Susanne Tochtermann-Wenzel 2008
Typesetting and page make-up
Preliminary stage processes realign themselves
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... the material supplied by the author
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... agreed upon cooperation with the author
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... number of titles, which flow over a certain standard
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... the calculatory framework of the product
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... the claim of quality of the publishing house
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... the strategic goals (e.g. data multipe use)
© Susanne Tochtermann-Wenzel 2008
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 CopyEditor
Converting in
typesetting system
Typesetting by
compositor
Correcting in
publishing house /
authorcorrection done
by typesetter
Content imprimatur in
word
Print run by Opticopy
or any similar system
PDF output of word:
„Word to print“
Standard converting in
typesetting house
Checking of page
make- up by editorial
© Susanne Tochtermann-Wenzel 2008
Further gally proofs
(as required)
Last corrections and
ok to print
PDF for printing
process
Usual typsetting programs
DTP programs (with graphic user surface)
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QuarkXpress
Pagemaker (Plus XML)
Ventura Publisher
Indesign CS (Indesign XML)
Framemaker (Frame SGML)
Power Publisher (XML)
Typesetting programs
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Textline
3B2
Typoskript
(Bertoldsatzsystem)
© Susanne Tochtermann-Wenzel 2008
Offset printing
• Basic principle of offset printing
• Schematic representation
• Evaluation of printing quality
• CTF/CTP
• Digital printing
© Susanne Tochtermann-Wenzel 2008
Basic principle of offset printing
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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)
© Susanne Tochtermann-Wenzel 2008
Schematic representation
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
The evaluation of printing quality
Colour printing
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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
© Susanne Tochtermann-Wenzel 2008
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!
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
Ditial printing
Conditions
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„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
© Susanne Tochtermann-Wenzel 2008
Digital printing
Technology
• Single paper (for example Docutec or DocuColor from Rank Xerox):
single and multi-color; used by loos-leaf editions, simple softcover
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Rotary press (for example OCÉ-Maschine): simple and multi-color;
softcover and stitched products
Machines
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For example Agfa, Xeikon, Indigo, Heidelberger Quickmaster, OCÉ
© Susanne Tochtermann-Wenzel 2008
Finishing
• Binding methods
• covers
• Process steps
• Complaint reasons
© Susanne Tochtermann-Wenzel 2008
Four large groups of binding methods
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Thread-stitching/thread-sealin
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Adhesive binding
- dispersion
- PUR
- Hotmelt
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Wire-stitching
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loos-leaf edition
© Susanne Tochtermann-Wenzel 2008
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)
© Susanne Tochtermann-Wenzel 2008
Finishing process
Softcover
Wire-Stitching
Hardcover
Adhesive binding
Threat-stitching
Flat sheets will be cut and foldet to folded signatures
Stick on the endleaf
Folded signatures will be collected to a book block
Adhesive binding
Threat-stitching
Stick on the cover
binding
Three-sided trimming
(Coloring the cut)
Book cover production
perhaps: rounded back
Individual parts cut
perhaps: headband
to cover the board
Book backing
Rounded back
to case the book block in the cover
Joint forming
dry
perhaps: bring on a book jacket
packing
© Susanne Tochtermann-Wenzel 2008
Product planing/ product management
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Product management
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„the magical triangle“: date, cost, quality
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obligatory planing I und II
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Quality assurance I und II
© Susanne Tochtermann-Wenzel 2008
Product management
Components of the product management
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Manufacture/ production knowledge
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Clear objective
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Clear division of responsibility
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Good communication
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Obligatory planning
© Susanne Tochtermann-Wenzel 2008
The magical triangle
time
cost
quality
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scheduling
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cost planning
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quality assurance
© Susanne Tochtermann-Wenzel 2008
Obligatory planning I
Course of project
definition
planning
realization
conclusion
beginning for production
Should be: beginning for
production
Kick-Off
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2
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5
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© Susanne Tochtermann-Wenzel 2008
13
14
15
16
weeks
Obligatory planning II
 Scheduling
 Resource planning
 Cost planning
 Quality assurance
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
Quality assurance II
measures 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
© Susanne Tochtermann-Wenzel 2008
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?
© Susanne Tochtermann-Wenzel 2008
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)
Manuf. costs calculation
fix costs
+ variable costs
= total costs
/ print run
= manuf. Costs per piece
Marginal costing on
Fractional costs basis
retail price
- value added tax
net price
-bookseller discount
=net-net price
- royalty
-manufacutring costs
= gross profit
- sales overhead costs
-publicity expenses
= contribution margin I
- other costs
- other proceeds
- interest
= contribution margin II
Margin costing on
Full costs basis
Retail price
- value added tax
= net price
- bookseller discount
= net-net price
- royalty
- manufacturing costs
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= gross profit
- sales overhead costs
- publicity expenses
= contributionmargin I
- other costs
- other proceeds
- interest
= 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
© Susanne Tochtermann-Wenzel 2008
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 printing
Indicates how many copies must be sold, in order to cover certain costs
• Break-Even-Point
If the print run is reached, with which all costs are covered, but still no profit was
made
• Goods employment/ Gross profit quote
Relationship from manufacturing costs to the net net turnover
© Susanne Tochtermann-Wenzel 2008
Structure of offer for manufactoring costs
Typesetting/Prepress:
Typesetting per 1000 indications
Price for each page (inclusive data conversion, page make-up)
Scans
Proofs
Correction 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 format
Print run per 1000 copy (one colour/ two colour or four colour)
Costs for blueprint/ plott
Finishing:
Costs per copy per planned print run
Costs for each further copy
Additional costs for further sheet format
Costs for shring-wrapping for each copy
Costs for book ribbon for each copy
© Susanne Tochtermann-Wenzel 2008
How can I avoid/ reduce costs before?
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To provide a realistic time scedule (in knowledge for all involved ones)
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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.
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Clarification, like index production takes place – if index in the book available
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
© Susanne Tochtermann-Wenzel 2008
How can I avoide/ reduce costs before?
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Clarifying with the typesetter, which achievemens can be taken over there
automatically (e.g. automatic production of table of contents)
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Consideration (possibly with printing office), which figures could be economically
be placed – for example color sheet
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How can existing colour in illustrations be used optimally for the layout?
Does layout have to be really four colors?
© Susanne Tochtermann-Wenzel 2008
Purchase
• Standardisation
• Advertisment
• bundling
• Skeleton agreements
• Conduct of negotiations
• Costs driver
© Susanne Tochtermann-Wenzel 2008
Standardisation
Prepress
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Price list for typesetting
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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
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Standardisation of paper
Format and equipment
© Susanne Tochtermann-Wenzel 2008
Offer advertisement
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Written advertisement
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Depending upon order value at 3 to 5 suppliers
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Precise product description as basis for comparability of the offers
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Examination of the offers regarding advertisement text
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Trading conditions
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
Skeleton agreements
Single contract
Basic agreement with an order character
Basic agreement over contingents (without title planning)
Price list
© Susanne Tochtermann-Wenzel 2008
Conduct of the negotiations
Preparation of negotiation discussion
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Comparability of the competition offers negotiation
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Goal/estimated price
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Starting points of talking about the princing
Choice of the time
Choice of the negotiation form
Competition offerer
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name
Detail costs
Feasibilities
Agreed upon prices (detailed) to confirm in writing leave
© Susanne Tochtermann-Wenzel 2008
Costs drivers
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Number of pages
Number of illustrations/tables/figures
colours
Finishing
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special features
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Number of corrections (sheets)
Hardcover/Softcover
Adhesive binding/threat-stitching
book jacket, book ribbon...
Perforation...
© Susanne Tochtermann-Wenzel 2008
Medium neutral data retention
• structured data
• actions
• Aged data assuption
• Processing of aged datas
© Susanne Tochtermann-Wenzel 2008
Structured data
SGML/XML/HTML= neutral data
SGML
XML
HTML
(Standard Generalized Markup Language) and
(Extended Markup Language)
(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
© Susanne Tochtermann-Wenzel 2008
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
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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
© Susanne Tochtermann-Wenzel 2008
Aged data assumption
Examination 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
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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
© Susanne Tochtermann-Wenzel 2008
Processing of aged datas
Processing of aged typesetting datas means:
• Writing of a DTD against the background of the structure (elements) of
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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
© Susanne Tochtermann-Wenzel 2008