What’s new at Reno Type

Back in hallowed antiquity, when Reno Type was exclusively a pre-press firm making film and color separations from client supplied files, our clients took an active role in ensuring that their work was done correctly. Today, the workflow has changed dramatically. “Throw it on a disk. They’ll figure it out” seems to be the operating methodology.
If getting your work done quickly, correctly and at the expected price is important, consider adding these tested steps to your workflow.
1) Include an accurate hard-copy proof so we know what YOU expect your job to look like. We still have a fax machine (775) 852-7310 in case delivery is a challenge.
2) Print separations of your file to your own printer and make sure all the elements you expect are actually there, and that it separates as it should.
3) Give us at least the bare minimum information: The name of the file. I cant believe how many CDs and flash-drives come in here with hundreds of files and instructions like “print the file that has a blue dot in the lower left-hand corner.
4) If it’s film we’re making, tell us what line screen, and whether it should be positive or negative and emulsion up, or down. Ask your printer if you don’t know the answer to these questions .
5) In short: Help us help you. We’re not so good with ESP around here.

A recent article in “Quick Printing,” a magazine for small printers suggested that small commercial shops like Reno Type don’t really have much to fear from printers in other communities who use direct mail and the internet to solicit business.

This postcard, received at our shop a couple days ago kinda hammers the point home. Imagine the conversation:

CEO: “Bob, Reno Type charges too much. Let’s give this company a try.”
BOB: “Hey! Free shipping what a deal! I’ll call em right away, sir.”
— a few moments pass –
BOB: “Sir? There’s no phone number on this card.”
CEO: “Go to their web site then.”
BOB: “uhhhh….”
CEO: “So they forgot some contact information. You’re a smart print buyer. Google em. Call information. Write em a letter and snail-mail it. I don’t care… JUST GET IT DONE!”
BOB: “Umm… Sir? I don’t know the company name.”
CEO: “What? Can’t you read?”
BOB: ” I mean it isn’t on the piece. Nothing. There is no way to contact this company.”
CEO: “Well Bob… I guess you’re Not the stupidist human being in the world after all. Someone should call those guys and tell em how dumb they are!”
BOB: “Sir?”
CEO: ” Oh. Never mind.”

Probably not asurrprise, but we’ll be at the beach, or on the river, or in the mountains, or drinking beer or doing something other than printing on Monday the 28th. We hope you’ll be doing the same thing. Happy Memorial Day!

Ok. This is off topic, I know… but stay with me for a moment. Project Great Outdoors (http://www.projectGO.org) is an organization providing educational outdoor adventures for disadvantaged young people. Reno Type has donated money and pro-bono services to the organization since its beginning 7 years ago. If you or your organization is looking for a fun way to do some good, you should get involved.

The easiest way? In order to offer whitewater rafting adventures for as close to free as possible, Project GO trains volunteer raft guides. The 11 day program costs only $425 (just the cost of food, camping and county fees), and at the end of it you are an honest-to-goodness raft guide. http://www.projectgo.org/Becoming_a_Whitewater_Rafting_Guide for more info!

When I started writing this “what’s new” blog thing, I figured it would be all about advances in technology, new proceedures and the nuts and bolts of Reno Type. It seems, though that when I feel like writing, it’s always about someting else. I was looking forward to writing something “good,” (and I will), but a phone call I just had rolled up “Bad and Ugly” into one package so neatly, that I have to share it, too. Here goes.

The Good
Reno Type just re-did a complete print job for a client… beacuse of a bindery error made by that client. We had no involvement in the bindery whatsoever, but the error was large enough that the whole job HAD to be reprinted… and reprinted INSTANTLY. We did this reprint at no cost to our customer, even though all parties agreed that we had absolutely no responsibility for or even involvement in the error. We absorbed this cost beacuse the client is a good one. There are lots of things that make a client “good,” of course, but the BIG one — the one that mattered today — is that this client does a reasonable amount of work with us, and ALWAYS pays within their terms. It’s unfortunate that this behavior is so rare that we make a big deal abiut it.

The Bad and Ugly
A C.O.D. customer came to us requesting a scan. The original was a small and very poor quality color photograph, and there was an unusual request that came along with the order: “Don’t proof it, just let me see it on your monitor.” An unusual request, but the customer is always right etc., so we complied.
For the record, we worked hard on it. We scanned it three times in an effort to do the best work we possibly could. When the client arrived to look at his scan on our monitor, I was proud, and confident, as it was excellent work. Mr. client sat with me for an about half an hour asking for specific and additional edits. These edits were not simple: they required skill, and our shop rate for this sort of image editing is $125 per hour.
When the work was completed to his satisfaction, the file was burned to a disk (in the industry standard TIF format). We were unable to create an invoice on the spot, so we agreed to send him an invoice, and he agreed to pay it when it was received. When we generated the invoice, it was ONLY for the scan (once) and the disk: i.e. A GREAT DEAL, considering the amount of work that was done.
So today I get a call from the client. He tells me that he can’t use the image, so won’t pay for it.
“Why?” I ask.
“Beacuse you gave me a TIF, and InDesign can’t use it. I needed a JPEG.” was the response.
Those of you familiar with software and file formats used in the graphics industry know exactly how ridiculous this is, but I responded in a reasonable way.
“Considering that the people who MAKE In-design pretty much created the TIF file format [Adobe bought Aldus], I think you’re mistaken,” I began.
“We could also turn it into a JPEG for you, though I wouldn’t recomend it, as the JPEG will be a lower quality than the TIF.”
“I called your shop and was told that the only solution was for me to buy a new computer.” He said.
I’ve worked with the employee he spoke to for over 17 years, and am pretty certain that nothing like that that was said.
“I paid someone else to scan it so I could have it as a JPEG, and that worked fine,” He finished.
What could I do? I explained that our work was good, that in conformed to all commercialy recognized standards, and that we charged a more than resonable rate. We’d be glad to turn it into a JPEG for him, or help him figure out how to use it in InDesgn, but that we expected payment. He refused.
Obviously, I’m not going to sue someone over 50 bucks. I did tell him that his choice to not pay us was also a choice to not do business with us again.
Feel free to give a call to find out who this bozo is so you don’t get burned trying to help him.

It’s an old trick. One fellow printers have been subjected to for years. “Since you have to reprint it anyway, can we make some changes and not be charged?” The truth is, NO print job is perfect. There is ALWAYS some flaw. About the most frustrating thing printers deal with is the client who looks for, and finds that flaw, and uses it as a lever to correct their errors at no charge. This lever is used far too frequently.

Today, for the first time in my recollection, a client called and offered to split the cost of a reprint 50/50. Half for their error, and half for ours. Why is this simple and appropriate gesture so rare? It is the kind of behavior that’s rewarded. Clients who “do the right thing” find themselves getting better prices, faster turns, and even better quality work.

A client and friend complained about an overall decline in the quality of printing over the last few years (Reno Type being the exception — of course). He was surprised at my response.
Over the last 10 years, printers’ “cost of goods” and overhead have nearly doubled, while the prices we charge have remained constant, or even declined. Average turnaround times have gone from seven days to three. Something had to give.
I just made those numbers up, of course… but a study published in the most recent “Printing Impressions” indicated that I’m not too far out of line. in the last QUARTER, reported costs were up 5-9%, while prices increased less than 2%. No wonder so many printing companies are closing their doors!

We’re happy to announce the latest addition to our stable of letterpress equipment. Friend and local designer Mike Corbitt found a Mercury 5×8 hand press, rollers and a few fonts in an old barn. We’re refurbishing it, and it will soon grace our lobby, where visitors will be able view it and play with it. For those of you keeping track, this brings the total number of letterpresses at Reno Type to SIX: A 1950 10×15 Heidleberg “windmill,” a 1946 Meihle Vertical, a 1967 Vandercook Universal, a 1924 12×18 C&P, and a 1897 10×15 C&P.