OPINION - Why print is a pressing issue

At the risk of sounding like a bunch of angst-ridden teenagers, we are feeling a little misunderstood.

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

emphasised.



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

page-mounts.



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.



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