I had a rather intense discussion today with a custom printing vendor who had offered to trim a step-down brochure printing job by hand to save my client the cost of the die, but who was now having trouble due to the complexity of the job.
The Specifications for the Job
The custom printing job is a booklet with thumb tabs. The front and back cover extend a full 6” x 9” to allow for tab closure to meet postal regulations. Starting with the first page spread, and proceeding throughout the 16-page booklet, each right-hand page has a diagonal cut-out thumb tab. And each cut-out is slightly less deep (by about 3/4”) than the following cut-out. To complicate matters, there are diagonal, printed color bars, one on each right-hand page thumb tab. Turning the pages of the book reveals the color bars one at a time.
The Custom Printing Supplier’s Dilemma
This is an exceptionally difficult job to trim, particularly by hand, particularly without a die. So when the printer came back to me and asked to raise the price by almost $500.00, I sympathized with him. After all, with a press run of 2,500 and all these diagonal cuts on each press sheet, trimming the job would be torture.
That said, I knew the client would not go for the additional cost for the following reasons:
- The printer had been explicit about not needing a die and instead trimming the step-down pages by hand.
- Although the designer had changed the specifications after the initial bid by increasing the number of pages that would need to be trimmed, the designer had provided a PDF of the job and the printer had increased the cost to cover additional hand-trimming and stitching. The client had accepted the charge as necessary and reasonable. At this time, there might have been an opportunity for the printer to acknowledge the increased complexity of the job and request the cost of a die. But he did not do this.
- The client had found it challenging to acquire additional funding to meet the increased cost. This involved a bit of fundraising. Alternatives such as design changes and a reduced press run were even considered before the client finally committed to the total cost and specifications.
- The commercial printing vendor’s request for additional funds came at the color proof stage, after the job was already under way.
My Response to the Printer
I made it clear that I understood the printer’s dilemma. I even reminded him of my initial concern with foregoing the die and trimming by hand. I noted that I did, however, trust his skill completely based on prior complex jobs, so I had deferred to his professional assessment.
I told the printer that I could not “go back to the well” under the circumstances. I asked what he could do.
He thought for a moment. He then said that his initial plan to hand-stitch the books might not be necessary. He had reviewed the job and could do this portion of the work on his finishing equipment rather than by hand. He thought this savings would cover the additional cost of the die for the step-down tabs. The printer said he understood why I could not ask the client for more money at this point. He was very reasonable, in addition to being creative in finding a solution that would not add to the cost of the commercial printing job.
Plans for Future Commercial Printing Jobs
Each of us—the printer and I–saw the other’s dilemma, and we found a solution that would meet each of our needs. This supplier’s integrity and willingness to compromise makes me want to bring many more jobs to his commercial printing shop.
After we had resolved this difficulty, we worked out a plan to identify potential problems that might increase the cost of similarly complex jobs in the future.
The printer had reviewed the digital file provided by the graphic designer, but there had been some confusion. I suggested that, in upcoming jobs of this complexity, the designer be asked to provide not only a digital file but also a folding dummy. This would show exactly how the thumb tabs would work and how each page would cover the color bar at the diagonal trim of each successive page. The printer agreed. This would avoid assumptions and clarify any points of confusion. We had a plan for future work.
How You Can Apply This Case Study to Your Print Buying Work
- Question everything. If the bid seems to leave out a critical element (such as a die for die cutting), ask the printer to explain. Review the bid several times. Questions may arise, or you may catch errors, on each pass through the estimate.
- Understand that the printer may need to adjust pricing when he sees the actual artwork. This is reasonable. However, at this point you can negotiate alternatives and compromises with the printer.
- Once the job has actually begun (at the proof stage, for example), it is reasonable to push back if the printer requests more money. Do this forthrightly but respectfully, asking for specific reasons for any cost overruns.
This entry was posted
on Wednesday, August 29th, 2012 at 11:22 am and is filed under Brochure Printing, Negotiations, Paper and finishing.
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