For decades, associations and member organizations of all sizes have relied on Modern Litho to produce and distribute their communications to members, donors, directors and other key audiences. Connections are vital in both print and online. And accuracy, delivery and quality lead the list of “must haves” in any vendor relationship.  Whether you are a non-profit or for-profit; if your focus is on education, networks, communities or philanthropy, you have a group of like-minded people with common needs and interests to serve. You can look to Modern Litho to support those needs. Areas of service include:

All publications, whether large or small, can benefit with creative and thought provoking page layout design.  As with any project, it is important to begin a planning process for your publication and we have the eight factors you need to consider when designing your next publication spread.

1. Purpose- Before you can create the publication, you need to understand your target audience and the goals you have for the publication. Take the time to create a reader profile to gain a better understanding of who will be reading your publication so that you can make compelling design and copy decisions.
2. Size- There is no required height and width for your publication. Make the size as unique as your purpose. Consider print costs and your printer’s capabilities during this process to keep within budget.
3. Color-Deciding your color palette early on will not only save on design costs, but printing costs as well. Make sure that your colors work well together and resonate with your target audience. Remember, RGB is for screen display only. It’s recommended you design your layout using CMYK.
4. Margins and “the Creep”- Take into account the binding of your publication when determining the margins. Increase the inner margins slightly to accommodate for Creep (Creep is when the inner pages of the publication moving away from the bound area).
5. Margins and “Bleeds”- Are you using bleeds in your publication? Bleeds are graphics or color that extends to the edge of the page past the trim size. Give yourself a good 1/8” margin to account for bleeds!
6. Font- Print projects turn out best when using Open Type or Postscript fonts. Open Type fonts are Mac and PC compatible, making them the optimal choice when designing shared files.
7. Typography- Looking for a great way to spice up your publication? Using creative fonts can help you share your publications message is a unique way. Don’t use too many varying fonts in your layout and keep ornate fonts to a minimum as they are often hard to read. In addition to fun fonts, remember that layout of your copy is just as important. Pay close attention to kerning, tracking, leading, widows and orphans.
8. File Types- When saving your files, it is important to note that the main file formats for print are TIFF and EPS. Remember that they should be saved in CMYK color mode for optimal printing. Don’t forget to flatten your artwork prior to printing so it takes less time to print. Consult your printer for upload and file format preferences!

We have more than 75+ years of experience helping our customers print and distribute their publications. Let us help you reach your print and distribution goals.

Source: Kern, Amanda. “Page Layout Design.” Important Factors in Page Layout Design. N.p., 2012. Web. 31 Jan. 2013.

Are you publishing your magazine this year?

Cassandra Atchison, Marketing Coordinator for Modern Litho, has assembled some of the most frequently asked questions together and has answered them below.

1. How does my publication or marketing piece get addressed for mailing?

It is important to think about your mail panel! The Post Office is continually updating the requirements for the mailing panel on printed pieces. And it does directly affect the cost of postage based on how your piece is addressed.

Here are some things to consider: Is it a self –mailer? Does it fold? How many tabs does it need? Will it require a label sheet and polybag? Can we use a Cheshire label? All of these must be thought about in the design phase, not after the piece is printed. Your Account Executive and Customer Service Consultant can help explain the best options for your needs.

2. What rate will my piece mail?

If it’s nonprofit or periodical there are forms you must fill out to get approved before mailing. We can also help you apply for nonprofit or periodical rates with the Post Office. Often customers don’t even know that these exist and it does make a difference on how much postage you pay in the end.

Visit these client resources to learn more about the mailing forms:

Applying for Non-Profit Additional Entry (USPS Form 3623)

Application for Mailing Periodicals (USPS Form 3500)

Applying for Periodical Publication Additional Entry (USPS Form 3510)

4. What is so special about mailing with Modern Litho?

Unlike other printers, our mailroom is located 50 feet from our bindery. That means we can literally bind and finish your piece, then mail it the very same day! On top of that, our mail is treated differently when it leaves our plant. Instead of going to the local Post Office, it is taken directly to a primary sort facility and headed for nationwide distribution that same day. We are also a USPS plant load facility and have a USPS employee who works right along side us to ensure your mail is processed correctly and out the door!

5. Should I add “coating” to my piece?

Coating protects your print piece from rubbing and scratching during production, mailing and shipping. It also helps the ink to dry faster and can provide various textures. You might consider adding coating when you have a piece with heavy ink coverage especially if it is black or blue. Also, heavy cover stocks usually require coating to achieve the best results in your finished product.

We offer several different types of coating and they all enhance the look of your piece. The latest is our soft touch aqueous which gives a rich tactile experience. Click here for a link if you’d like to see a sample! http://www.modernlitho.com/contact-us/

6. What are some ways I can save money on my color publication?

Color placement within your publication is key. If it is not 4/4 (4 color throughout), place your color on 16 page, 8 page, or 4 page signatures to make it more cost efficient. Your Account Executive can help with that and even send you layout sheets to help explain it better.

7. What is bleed and why do you need it?

Bleed is the term used to describe the run off of an image when it comes to the very edge of a page. Most files that run off the page need 1/8” bleed all the way around the page. Can’t tell you how many customers forget this.

We need to bleed to give a little extra image area for trimming. Our cutters are pretty slick; but they can’t always hit the image right on the line. Having a 1/8 inch bleed prevents a white hairline from going around the edge of the page.

If printing terminology is not your thing, check out our post on printing terms. It will help you “speak the language”. http://www.modernlitho.com/2012/11/printing-term-dictionary/

6. How should I format my files?

Don’t send us printer spreads! Just single page PDF’s. At Modern Litho, we’ll place and position them for you in our prepress department.

8. What’s the one thing you’d tell a client about working with a printer?

Get to know your CSR! As you probably know, CSR’s are the person that the customer works with most. They are there to help you and get you any information you need about your project. They work very hard to make sure you are happy and well informed.

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Let’s break down some of the key components of well-written publication editorials.

Write a Compelling Lead

Having a great lead for your article is critical. The publication’s lead or “hook” attracts the readers’ attention and increases the desire to continue reading. Factors that affect your lead are:

1. The type of publication (commercial, non-profit, local, national, etc.)
2. Subject matter (the subject you are writing about)
3. Type of article (how-to, investigative, profile, column, etc)
4. Purpose of the article (inform, entertain, solve a problem, etc.)
5. and the Reader (much of what the reader expects from an article is set by the tone and style of the publication they are reading)

Some editors will tell you that you have only 1-2 paragraphs to capture a readers’ attention. Although you may write the perfect lead, what comes after must also be engaging and thought provoking as well, or you could very well lose your reader before they ever reach the meat of your article.

Introduce the Narrative Hook

What is a narrative hook? A narrative hook is the sequence of events that follows your lead with added flare. A narrative hook can be an anecdote, a brief explanation of an incident or event, a short biographical sketch, a provocative quote, or facts and statistics. These types of information are written to continue to draw the reader into the article.

Narrative hooks can also be used in the middle of your article to lighten or provide a boost to a part of the article that may be lagging.

Define the Article’s Topic

Within the first few sentences of your article, the reader should be able to determine what the article is about and what the article is intended to deliver to them. Without a clear understanding of what the article’s intentions are, you may lose the reader despite a well-written lead and narrative hook.

Slant

Once you have established the topic you are covering in the article, from what point-of-view (slant) will you be writing it from? You may choose to take a certain perspective depending on the type of the publication the article will be appearing and the type of audience that the publication caters to. The hook and lead should be written with the point-of-view in mind.

Research, Research, Research

The foundation of your article should be on the research you conducted before writing it. Research can be done in many forms including interviews and reading traditional written sources. Personal expertise can also be a form of research in which you can base your article on. Organize your research on your topic and determine your slant, this will help you to set the tone for your hook and narrative hook and also help you to develop an ending.

The End

Just as you wrote your lead and narrative hook, you can use the exact same method to write the end for your article. An example of a common ending technique is called the “circle ending”. This type of ending uses an idea or phrase from the lead in the ending to bring the reader full circle.