At the risk of sounding like a bunch of angst-ridden teenagers, we
are feeling a little misunderstood.
Our feature last week, ’When the printer screws up’, sparked a torrent
of vitriol from one of our production meisters, who pointed out that
sales people should be encouraged to understand the technicalities of
the print process rather than blame the printer for every mistake.
I had taken this for granted. We were discussing how to rectify the
situation once a mistake has been made - surely it goes without saying
that it is better to avoid mistakes in the first place.
But our colleague in production believes this point needs to be
He feels a lot of silly mistakes could be avoided if sales people
understood the printing process and liaised properly with their
production people. He is probably right.
A full knowledge of the production process might enable you to come up
with a more creative sell - think gatefolds, die-cuts and cover- or
If you’re working in print media you should understand the processes
involved. If you don’t, then why not add a day at the printers to your
training roster. It’s a bankable experience.