John O'Keefe-Odom
, Nov 22, 2009; 09:11 a.m.
The only way to get around color shift is to be there at press time. You sit there and demand to see the pulls from the run. Then they will get it right.
I have seen ad agents sit there for hours, from the beginning of their run to the end, making sure that what was getting done was what their client would approve.
The reason why many ads have looked well over the years was because many ad agencies actually send their people to the pressroom. They will sit there and wait and supervise.
If you have a colorshift by shape, it's a sign that they just printed whatever. This would be a case where, say, a red shape overlapped the edge.
Thing is, if you wait until they are done with the run to inspect it, they've already torn down and set up for something else. So, depending on your relationship with the printer, you may have the last print run thrust upon you or your bill.
When I worked in a newspaper factory, we would fill up large recycle bins, I mean industrial dumpster size, in a few days. It was largely with cast off factory cardboard packing, and hundreds upon hundreds of pounds of rejects.
No one ever sees the rejects, except for maybe the paper recycle contractor.
To make matters worse, I get the impression that a lot of people in publishing, now in "the digital age" actually believe that digital press runs are "error free." I wouldn't know whether to laugh, cuss, or take a sledgehammer to the press frame.
You want quality work done, it is likely that you will need to supervise.
I'll tell ya this: for decades, the owners of our old newspaper used to walk the entire newspaper, all the way through the factory, step by step, from sales and editorial all the way down to the trucks.
Daily.
On Thanksgiving, the toughest day of the year in the newspaper business, editorial staff would spend some time in the factory, "feeding a head," putting inserts into a machine.
You want quality? Get over there.
