Answer to Question #252287 in Management for Luh

Question

As the public relations manager at the independent electoral commission mentioned in the link above, you have the responsibility of producing a national newsletter that promotes awareness on the reopened voter registration period. Using the information from learning units 1 and the provided case study, explain the most appropriate print production techniques to print your newsletter for the IEC. Your answer should also apply the five factors that affect the appropriate of a print production as mentioned learning units 1

Answer 1

Discussion

Newsletters are a perfect vehicle to promote a new product, service or group. They create a sense of community, can reach a wide audience and provide useful information. Consistency is critical in newsletter design. A haphazard design element, changing color schemes, or a rotating overall newsletter look does not convey creativity, but rather confusion and indecision. Customers will appreciate knowing that specific columns or sections of the newsletter will repeat themselves, or be in the same spot when they turn the page.

A newsletter that is jammed with visual content, the tolerance for deciphering what it all means drains away very quickly. It's just too much work. So while one may have a lot of important information to pass along, they should remember to distill it down to only what is truly valuable and necessary. Below are some of the most appropriate print production techniques to print a newsletter;

• Choosing great paper

A newsletter paper should feel strong and solid in the readers' hands, lending an air of stability to the company image.

• Assembling the pages

One should consider how they are going to assemble their newsletter; in three-ring binders or with brass brads, or have them stitched (stapled twice along the spine). If it’s putting them in binders, have holes drilled so that its simply lining them up and inserting. Remember that newsletters can be anywhere from four to 32 pages (in multiples of four), so people should make sure to choose a binding method that will last for the life of their newsletter.

• Get coupons and tear-offs perforated

If the newsletter includes coupons, calendars, upcoming events or other important keepers, have the newsletters perforated so that readers can easily tear these items off. Adding value is essential to successful newsletter marketing, and this method allows newsletter printing and marketing to work hand-in-hand to elicit response.

•  Get a proof and print for the budget

A hard copy proof is the single best way to check for typos, color and layout positioning errors. Newsletters contain so much content, so it's best to hold the newsletter in hand to double-check for mistakes. No one wants to lose credibility due to a one-letter typo. Premium newsletters look great because they're printed on state-of-the-art offset presses. Newsletter printing is a relatively simple, streamlined process when techniques that boost quality and in return response are incorporated. 

However, there are some factors that affect the appropriate of a print production as discussed below;

• Register-defined printed image.

Precisely align the inks printed in the production units to ensure register accuracy during the printing course, in the case of a detailed printed image that has to be printed in the exact position throughout the run. Remember, register differences may result in color variations.

• Color fluctuations

Color fluctuations are basically a result of all the parameters that can disturb the balance between ink and damping medium. To achieve desirable end results, it is important to have all the settings precise in the printing unit and must be checked on a regular basis.

• Low dot gain

Go with a lower dot gain in the production run to achieve a larger range of tonal values that can be reproduced. One can reduce dot gain on the press through a number of ways, including the precise setting of rollers, correct unrolling of printing cylinders and optimizing printing pressure adjustment.

• No image slur

Production units must not result in image slur as it further causes dot gain and color variations in the printed image. Image slur is typically the transfer between blanket cylinders and plate that must always take place at the same position

• High reproducibility

High reproducibility determines how quickly the exact colors (just like the original image) in the printed image can be attained or how quickly the coloring as for the first print can be attained with repeated jobs.

Reference

Stange, G. R., & Stang, R. (1974). Victorian Book Design and Color Printing.