CMYK versus Spot Color

Knowing how a file is produced helps you decide how it ultimately has to be printed. Knowing and understanding the difference between CMYK files and two-color files is important.

Recently, we had a print job come up with this difference.  Heather Hunt, project estimator at Executive Press, came to our rescue.

"While there are many advantages to both of the processes, the biggest difference is in the final color,"Heather explained. "While CMYK uses multiple colors to achieve the finished result, many times it is not an exact match," she said.

In a nutshell, CMYK uses a combination of cyan, magenta, yellow and black to make up the final design colors.  Two-color or duotone process uses one color (usually a customized ink color) and black to match the main color exactly.

"Many times we will encourage our customers to go with the duotone option," Heather continued. "It is lower cost, both initially and in the long run, and it is easier to set up and the inks usually match exactly.  However, photos and other detailed features usually suffer," Heather said.

Having a printing partner who knows the difference in how a file is produced and being able to print that file is critical.  Executive Press has the capability to understand and counsel with their clients on what to choose and which direction to go.

For more information, contact Executive Press at 214-217-7000.

The Executive Pressman

Choosing Paper

Choosing the right paper makes all the difference in the world when it comes to the appearance and acceptance of your printed piece.

"Consider that the touch and feel of your brochure is a first impression just as much as the color and size of the item," Jennifer Beaty said. Jennifer is a principal in the Executive Press.

"When it comes to paper, we consider the choice as much as we do the ink color and design," Jennifer continued. "If we've done the design, then we've chosen the paper based upon how it fits the rest of the design. If we aren't the designers, then we work closely with the outside designer to ensure the finished product looks and feels the way they envisioned it would be," she said.

Based in Richardson, Texas, Executive Press is a leading provider of printing and printeing related services, mailing and distribution services.

When choosing paper, consider some if not all of teh following:

• Weight.
• Color.
• Surface finish.
• Texture.
• Adaptability to ink.
• Final use.

Papers come in many weights, usually measure in pounds (lb). A 100 lb stock is heavier than a 50 lb stock, for example. The weight is based upon the weight of a specific number of pages of a certain size.

Color is usually white. Ink will be used to change the look of the paper based upon the final design. Colored papers are usually used in office situations and not in custom printing jobs.

Coated, uncoated, coated one side are all considerations for the surface of the piece. Will you be writing on it? Will it have to be folded?

Some coated stocks are resistant to certain inks and some specialty inks dry from the top down to the paper and some from the paper up.

Will teh final piece be a brochure or a mailer? Will it be kept in a file or used daily?

Lots of considerations, so consult a professional. For more information, contact Jennifer or any member of her team at Executive Press at 214-217-7000.

The Executive Pressman

The Elements of Direct-Mail Marketing

When it comes to direct-mail marketing, there are several things to think about as you put together a successful program:

• What is your offer?
• Do you have a targeted list?
• What does your package look like? Is it appealing?
• Have you tested it?

Unless you know what your specific offer is, don't create a mail piece. Example offers include: half price, buy one get one free or 50% off. The more specific you can be, the more return you will get.

The more you know about your list and the more accurate and up to date it is, the more return and response you will get.

Consider the shape and size of your package or piece with reference to US Mail regulations as well as memorability. Color, shape, size are all important. Think "will this get past the executive's secretary?"

Trying things out in advance of the actual mailing is key to success. Just like a car test drive, if you can send a sample to 5 or 10 test subjects and record their responses, you can be assured that the item will work.

For more information about successful direct-mail campaigns, call Jennifer Beaty at Executive Press, 214-217-7000. Or check out this story on Answers.com, which was the inspiration for this post.

The Executive Pressman

What Our Customers Say: Dalfort Media

The greatest project in the world means nothing if you can't meet the deadline.

Dalfort Media knows all about deadlines.

"I ordered a printing job from Executive Press and they finished it ahead of schedule and even delivered it to me by courier when I couldn’t pick it up, Nick Nichols told us. Nick is a principal in Dalfort Media Internet Marketing, an online branding and reputation management company based in North Texas.

"Nick asked us to print his brochure," Jennifer Beaty said. "We not only delivered it early, but we ensured that the level of quality he needed was there," she said.

Jennifer is the managing general partner of Executive Press, a full-service printing and mailing house based in Richardson, Texas.

"We understand our customers have a choice," Jennifer continued. "We go out of our way to make sure the balance is struck between quality, cost and schedule. "

"I was very happy with the quality of the work and will definitely order from them again," Nick said.

For more information about Executive Press, Call Jennifer or any of her team members at 214-217-7000.

The Executive Pressman

Offset printing

In this day and age of the digital press, there still is a place for offset printed products.

So, just what is offset printing?

"Offset printing is a printing process that transfers an image from a plate to a blanket to paper," Jennifer Beaty told us recently. "There are several types of offset printing, including photo offset, sheet-fed offset and web offset."

Jennifer is the managing partner of Executive Press, a full-service printing and mailing company based in Richardson, Texas. Offset printing is a big part of what they offer their clients.

"Understanding the offset printing process is critical to understanding printing in general," Jennifer said. "The creative input stays about the same, but the mechanical differences between offset and digital are vast."

For larger jobs, offset is the better choice. Catalogs, magazines and multi-page products with special bindings are better matched to offset, Jennifer told us.

"We are very fortunate to have some of the best pressmen in North Texas on our staff," Jennifer said. "Between them, Luke Stacy and Todd Johnson have almost 60 years of printing experience."

"When you add in Jay Norwood, our bindery manager, we have three great craftsmen working for our clients," She said.

To reach Jennifer, Luke, Todd, Jay or any of the Executive Press team, call 214-217-7000 or visit their website. They know offset.

The Executive Pressman

A Fulfilling Opportunity

OK, so you’ve printed up the manuals, product brochures and posters that your clients and prospects need to use.

Now what do you do with them?

“We learned a long time ago that when a customer asks for help, you find a way to help them,” Dave Allen said. Dave is a principal owner in Executive Press in Dallas.

Recently, Executive Press’ client, Atlas-Copco, requested help with their literature and product support materials distribution. While Executive Press’ primary business is printing and mailing, collateral distribution is only a few steps removed from the kinds of fulfillment they were already doing for other clients.

“My partner, Jennifer Beaty, went on a visit to A-C’s Denver operation,” Dave related to us. “When she arrived she thought she would be touring the facility and meeting some new people. However, before she left they asked for help in the distribution of their manuals, brochures and posters, We were more than happy to lend a hand.”

What Dave and his team did was create a system that can be applied to other customers’ needs as well. All of the collateral is stacked on simply-built shelves in an empty portion of Executive Press’ warehouse. All of the 400-plus shelf spaces are labeled with a bar code. That bar code corresponds to a line in an inventory program.

“With a basic storage and distribution system,” Dave said,” we distribute over 400 pieces of printed material to nearly 300 distributors and end-users of A-C’s products. Our bar-code-based system helps us reach out to these clients on average 6 or 7 times each day.”

The distribution system has done a number of things. First, it took the load off of a valued client. Secondly, it is a low-cost alternative, since the client pays for the shipping and gets one bill for all distributions at the end of each month. And, lastly, it allowed Dave and Executive Press to regain use of unused warehouse space and cement an important relationship.

“We’re very grateful to Atlas-Copco for asking us to help them with this business issue,” Dave said. “We’re happy to help.”

You can find Dave and the other members of the Executive Press team by calling 214-217-7000 or by visiting their website.

More on QR Codes

More and more of our clients are using QR codes as a way to communicate with their customers. We are seeing codes used in these ways:

• On the backs of business cards to either bring up a website or contact information.
• At the bottom of a brochure or fact sheet as a way to link to deeper information or a longer form type of content.
• In a technical manual (which, by the way, have gotten really small) to take you to the in-depth version of what you are trying to fix/adjust/replace.
• On equipment to give more information of how to operate that equipment.
• In flyers or single-page ads that allow for more information to be shared--including photos and videos.

The list keeps getting longer and more useful by the day. Consider the code. Here are some links to software that both creates and reads codes.

• Kaywa
• QR Stuff.com
• Smartytags
  

Then bring the code to us and we'll include it in your printed piece.

The Executive Pressman