How to do a "Perfect" Press Check

The APALA had a record turnout for this February 19 presentation at the Beverly Hilton. Jerry Thompson of Monarch Litho was the moderator for the evening and introduced the first speaker, Barbara Merkel, Group Leader-Print Production, TBWA/Chiat/Day. Barbara shared her experience and advice from the producer/client/agency side. The "perfect" press check? That is what everyone involved is aiming towards. We can't get there without effort on everyone's part. From a producer's standpoint: The press check begins long before the actual press check takes place. Key things to remember:

• Bid the job with the right people.
  
• Review the proofs carefully.
• Go over all of your requirements and make sure they are met. Check your bindery requirements and make sure you know exactly what you are looking for.

If you follow the above points, you are on the road to a "perfect" press check. One of the things done at Chiat/Day is they triple bid every job. In doing so, the communication between the producer and printers is increased. Send mock-ups and discuss them and possibly have your Art Director go over the mock-ups with them. This helps a great deal. Any project is a team effort and the entire team needs to be involved from the get-go.

When you finally get on press, after all the bits and pieces have been addressed, there are a few people who should attend. Often, there is just the producer. But, the account person should be there to check copy, the Art Director to check color, and sometimes with larger inserts or something similar, you should also have the client on press with you. Your job as a producer is to manage the expectations that everyone has when they are on press.

What are you trying to achieve? Trying to match the proofs. If you signed off on a proof you didn't like - thinking you can fix it on press - you're already setting yourself up for a problem. Proofs need to meet your satisfaction. Everything needs to be followed step-by-step along the way. When you're on press, you're looking for color in relation to the subject in the proofs you have already done. Since color is so subjective, you have to manage all the people that are on press with you. This includes the pressman, salesperson, account person, art director and client. All of those people have to be in agreement that "Yes - this is the direction we want to take."

Advice to the person new to press checks:
Take one thing at a time. If you address too many things simultaneously, you will get confused and confuse those around you.

Registration: Make sure to review both ends of the sheet. One side could be in perfect registration and the back is off. You need to keep on top of this.

Be redundant. Bring the specs that were used to bid the job and the specs used for the purchase order…these should mirror the specs that are on the job ticket, that resides at the press. If all those things are in place, everything should go according to plan.

Questions you should ask:

• Does this job require laser-safe inks? (Important if it's a direct mail piece or any document that will be laser imprinted)
• Is this the correct grain direction (also important for direct mail)
• Will the perfs be made online or off-line?

Potential problem areas on press:

• There's a typo! Try to manage this up front. Have the account person or Art Director review a press sheet before it's up to color. Double check.
  
  
• Paper problems: Know your mills, know your tech people, know the people at the printer that can assist you. Even call someone if necessary.
  
  
• File issues: This has come up more with the delivery of digital files that go direct to plate. File issues have now become the responsibility of the producer and they will need to be managed carefully.
  
  
• Cross-overs: Review the largest area of color first. Do one thing at a time.
  
  
• When to pull a job: If all the rules have been followed and there is still a problem, pull the job sooner than later.

Our second presenter was Dennis Dautrich, lead pressman in charge of the web division at George Rice and Sons. With over 26 years of experience, he provided excellent handouts to the group in addition to an informative slide presentation. Special thanks go to his wonderful assistant Michelle, who helped with the presentation. He discussed with the group the "perfect" press check from the perspective of the press operator, especially on web (as compared to sheet fed) press runs .

You have spent many months working hard on a project and now it is the defining moment when you are on press. Here is where the "rubber hits the road." Ink on paper. This is the end product of all your hard work.

First step: It's the pressman's job to make the sheet technically correct.

Second step: Creativity - now the adjustments can be made between the customer working with the printer.

The Press Check Check List:

• Lighting: 5000K lighting is the best lighting to review the press sheet. You can take the sheet outside, but don't make dramatic changes based on other lighting conditions.
  
  
• Quality Control Targets:
  -Don't sweat the technical stuff
  -Focus on the visual presentation
  -Allow the printer to help you
  -Share your concerns with the printer and get suggestions

Things to remember:

• Paper resources are costly and limited on web press runs, so try to be concise with your comments
• Start with a technically correct product
• Create a visually pleasing productA press check list is often helpful
  This is YOUR press check.

Our third speaker of the evening was Robert Donahue, President, Graphic Arts Training Council, Inc. With over 40 years of experience in the industry, Bob is a lecturer as well as teaches PIA courses. Here are a few guidelines he suggested to help before and during the press check process:

• Get involved with the printer as soon as possible. See the plant, meet the prepress department staff.
  
  
• Proofread. Find typos ASAP. Verify addresses, phone numbers and URLs.
  
  
• Make sure you know and have properly addressed indicias, permit number and other postal regulations.
  
  
• Mock-up the final product - Make sure it will be the same as it will be delivered. (Folds, etc. No surprises!) ALWAYS give the printer a folded dummy.

Press check tools (PCTs)

• Bring mock-up
• Rule up the press sheet; check trim
• Fold and trim
• Check cross-overs
• Number your proofs
• Have draw downs done; request a dummy from the paper company
• Use your own PMS book. Keep in a drawer, otherwise they will fade
• Look at the fit of the sheet all over; registration can vary across the sheet.
• Be careful of what color clothing you're wearing. Neutrals are best. It can make a difference.
• Make sure you sign-off on the final sheet.

This industry is in constant change. There have been more dramatic changes that have taken place in the last 15 years than the previous 100. Remember: Your value is what you know. Always ask questions, attend seminars and attend events such as the Gutenberg Festival.

Many thanks to the speakers for sharing their experiences and tips for the perfect press check. Thank you to APALA Program Committee members Kevin Kelly, Jerry Thompson and Eva Quan for coordinating this event.

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