By Rix Quinn, for Mediabids.com

What are the typical steps in the printing process?

1. Making the negative: An ad negative usually consists of type area (black type against a white background) and a halftone (photo) area. Combining both these elements on a "camera-ready" sheet, then photographing it create the negative. Gray tones on a black ad are created by "screening" the photo...making a black dot pattern out of it. The closer the dots to one another, the darker that area of the ad.
2. Making the plate: The negative's image is transferred by an "electroplating" method to a metal plate. The electroplating makes some parts of the plate attract ink, and other parts repel it.
3. Inking the plate: The plate is covered with ink. In a "letterpress" method, the plate transfers the image directly to the paper. In an "offset" method, the ink goes from the plate -- mounted on a cylinder -- to a facing rubber cylinder, which transfers the image to the paper.
4. Printing: The press is activated.

In a "sheet-fed" process, generally used for press runs under 15,000 copies, individual sheets are passed through the press. In a "web" process -- very high-speed, and often used for press runs over 15,000 -- the paper resembles a roll of paper towels which are pulled through the press, then folded and trimmed after printing.


Paper

What is the weight of a paper?
Printing paper comes in several sizes, styles, colors, thicknesses, and coatings. Weight generally refers to its thickness. That thickness often affects how an ad will look when printed upon it.

How does paper weight affect the look of my ad?
It's generally thought that the thicker the paper, the better an ad printed upon it will look.

Does paper weight affect the price of my advertising?
Heavier paper usually costs more, and the publication must figure this into its printing and distribution costs.

What paper weight does spot color or full color work the best on?
Many experts suggest that the heavier and brighter the paper stock, the better color will look on it.

How about black and white?
These ads, also simply called single color or black ads, work well on just about any kind of paper.

What is the difference between recycled paper and paper that isn't recycled?
We can't tell much difference. Some people believe recycled paper is slightly rougher, but we disagree. Most modern-day recycled stocks look very good.

Should I get paper samples from a publication before I advertise?
Yes. And if they print your insert, you might ask them about their "house stock" (the one they publication's printed on). You might get a better price on it than more exotic stocks, because it's purchased in quantity.


What are paper finishes?

• Uncoated Stock: This paper usually does not have a "sheen," or reflective, glossy look. Most newspapers, for instance, are printed on uncoated stock.
  
• Coated Stock: This paper generally shines, looks very bright, and almost reflects light. You see it used in magazines that use lots of full-color photos, or who want to display a glossy look.

What are the different grades of paper?

• Bond: This paper, often used in letterheads, often contains cotton woven into it. This gives it an expensive look, and quality feel.
  
• Text: This refers to the interior paper of a publication. It may be coated or uncoated.
  
• Cover: This paper on the outside of a publication is likely heavier than the interior pages, and may be very glossy.
  
• Book: This refers to paper types used for the interior of a publication.
  
• Offset: This refers to paper stock run on an offset printing press.
  
• Newsprint: This stock is typically uncoated or coarse in feel, and is often used as the stock for newspapers.
  
• Recycled paper: This can be coated or uncoated. It's paper that has been used before.

Presses

What is a web press?
This is a high-speed printing press often used to run large-quantity (above 15,000 to 20,000) circulation publications. How does it work? Imagine a large paper towel roll. It's pulled through a printing press at very high speed, printing on both sides at the same time ("perfector"), then cut, folded and trimmed at the end of the printing cycle.

What is an offset press?
Type and illustrations are engraved by a special process to a thin metal plate. This plate is wrapped around a circular cylinder and covered with ink. As the cylinder turns, it transfers the ink onto a rubber-coated cylinder ("offset") which in turn transfers the ink to the paper.

What is Lithography?
It is the process by which a metal printing plate is made. The plate is electrically coated in some areas to repel ink. These areas reproduce onto paper as the light or white shades.

What is a dummy page?
This is a rough layout or design given to the printer to show what you want the finished product to look like.

What is a plate?
This is a thin metal sheet upon which an advertisement is engraved by an electrical process. The plate accepts ink in some areas and repels it in others. This creates the black, mid-range, and light tones of the ad.


Prices

What factors go into the cost of producing a newspaper?
Several items include building and presses, salaries, maintenance, distribution costs, phone, fax, and computer equipment, departments for handling "syndicated" (nationally circulated editorial material, columns, and cartoons) copy, and advertising facilities capable of processing both local and national advertising.

How do printing costs impact the cost of my ad?
The publication must figure an ad's cost in terms of design or typesetting factors, printing, paper, distribution and mailing.

How much does paper cost a publication?
The combined cost of PPDM (paper, printing, distribution/mailing) can run up to 40% of a publication's total cost.

What are some good questions to ask when getting a quote from a printer?

1. Do you have a "prep" department (people who can design and build ads), or must I supply materials to you "camera-ready"?
2. What is your charge for typesetting of an ad?
3. What is your charge for screening and shooting halftones (photos)?
4. What is your charge for multiple camera-ready copies of my ad?
5. Can you mail these to my chosen media?
6. Do you offer pre-payment or other discounts?
7. Can you make color separations? (This is the process of extracting and screening the four primary printing colors from an ad, and delivering them to you on four separate negatives.)
8. Can you give me the names of some recent customers who've printed jobs similar to mine?

About the Author:
Rix Quinn is a former business magazine writer, editor and publisher, writes marketing columns for several magazines, and gives workshops on niche marketing and sales writing for college and university continuing education programs. He also serves as a journalism consultant for two Texas school districts. 817-920-7999 or e-mail rixquinn@charter.net.

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