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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
• 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
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
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
© 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 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
© Susanne Tochtermann-Wenzel 2008
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
© 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
• 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
• 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• „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
• Rotary press (for example OCÉ-Maschine): simple and multi-
color; softcover and stitched products
Machines
• 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
• Thread-stitching/thread-sealin
• Adhesive binding
- dispersion
- PUR
- Hotmelt
• Wire-stitching
• 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
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
Product management
Components of the product management
• Manufacture/ production knowledge
• Clear objective
• Clear division of responsibility
• Good communication
• Obligatory planning
© Susanne Tochtermann-Wenzel 2008
The magical triangle
time
cost quality
• scheduling
• cost planning
• quality assurance
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
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 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
© 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)
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
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?
© Susanne Tochtermann-Wenzel 2008
Purchase
• Standardisation
• Advertisment
• bundling
• Skeleton agreements
• Conduct of negotiations
• Costs driver
© Susanne Tochtermann-Wenzel 2008
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
© Susanne Tochtermann-Wenzel 2008
• 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
© 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
• 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
© Susanne Tochtermann-Wenzel 2008
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)
© 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 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
© 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• 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 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
© 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 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