Print: A Trusted Source for Information

Recently, several polls have shown that 66% of the coveted 18–34 demographic trust offline print media more than online information, especially in areas such as financial information, catalogs, and household or health products. In contrast, only 8% found Facebook a trustworthy source for general product information. The only category where online information was preferred was travel, and then only by a 42% to 35% margin.

Direct mail and other offline options still need to be included in marketing plans. Mail as a trusted source of information has been growing in all age brackets. In 2010, 36% of US respondents, up from 29% in 2008, said information is more private sent through the mail. And 20% said they trust information received by mail more than online, up from 12% in 2008.

So, when wondering how to engage your customers, even those in the 18–34 age bracket, don't exclude direct mail and print advertising methods. Trust is a major factor in driving consumers to these relevant and powerful marketing channels.

By all means diversify your marketing efforts, but don't forget to include offline and direct mail printed pieces.

Sources:
http://www.epsilon.com/News%20&%20Events/Press%20Releases%202010/Young_Adults_Strongly_Prefer_Offline_to_Online_Sources_for_Marketing_Offers_Research_Reveals/p893-l3
http://marketingpowersactivate.com/2010/08/young-consumers-like-offline-channels-for-marketing-offers/

Free Planning Calendar for 2011

From now until December 31, 2010, Lorraine Press is offering to send you our annual 2011 wall calendar for free!

It's poster-sized at 38 inches by 24 inches, and shows the year at a glance. The calendar's background photo, a summer sunrise, was taken from right outside our back door by Kent Brinker. To receive your 2011 calendar, please send an email to info@lorrainepress.com which includes "Calendar Offer" in the subject line, and has your name and mailing address in the body of the email. One calendar per email address will be sent.

Need to find a logo?

There is a fun website called Brands of the World that has "the largest library of freely downloadable vector logos." If you are looking for a vector version of a company's logo, this website just might have it. The larger and more well-known a company is, the more likely its logo is there. To download a logo, you just have to sign up, and the best part is that it's free. It even lets you search for a logo to see if it's there before you have to log in.

Also, being a large repository of logos, this website is great for just browsing and seeing what logo designs are out there.

So replace all those low-resolution, fuzzy logos people supply you with and get the proper vector art at Brands of the World.

It's easy, just click to upload your files.

Are your files too large to email, and you are out of writable CDs and DVDs, and you just don't have the time to get out of your comfy chair to get them to Lorraine Press? Never fear, we've taken care of it for you.

Without moving from in front of your computer, you can send your large files to us. Just go to our website, and on the far right of the logo is a green button that says "file upload." Click there.

It brings up a three-step form where you put in your name and who at Lorraine Press you've been working with, then you browse to select your files from your computer, and then click the "Upload" button. That's it. Once your files are done uploading, we are alerted that your files are waiting.

That's all for sending the files to us, but here are some hints to help your files sail smoothly through the murky waters of the Internet.

When sending your files, it's easiest for us to find all your pieces if you put them into one folder. (InDesign makes that easy with their "Package" feature.) Even better, compress that folder so you are sure that nothing gets lost. Here's how: On a Mac, right click on your file or folder and go down the menu to "Compress...". On a PC, right click on your file or folder and go down to "Send to...", and then choose "compressed (zipped) file." You end up with one neat and tidy package all ready for uploading.

Another reason for compressing your files, particularly if you are using a Mac is your fonts. Many Mac fonts won't survive the voyage unless they are safely inside a water-tight container. (Meaning, they don't reach us in a usable format unless they are compressed first.) That's why a pdf with embedded fonts works so well. You don't have to send us the fonts if they are already included!

One more tip is having the latest version of Flash. Your computer will interact with our file upload site much better with newer versions of Flash. Also, when compressing your files, keeping "illegal" characters (for example: *, &, ?, /, ') out of your file names helps ensure that we, on the other end, will be able to decompress your files without trouble.

And there you have it. "Neither snow, nor rain, nor heat, nor gloom of night" will stay your files from reaching us. It's that easy.

Don't forget about your holiday printing needs!

Lorraine Press can save you time this busy holiday season. It may seem early to be thinking about holiday greeting cards, but if you order now, you can check this off your list.

Not only can we print your holiday cards, but we can personalize the inside message and then mail them out for you, too. You can order them now, and then choose which day in December you would like them mailed out. The more on your list, the merrier we'll be to help you out! And you can relax, knowing that your holiday greeting cards will look fantastic and will be done on time.

Contact us today to fulfill your holiday card needs!

Two Unspoken Marketing Messages

This time of year, a certain kitchenwares store sends me a catalog in the mail. This is interesting only because it sends me two catalogs a year, even though it produces more than that. I am sent a catalog right before the holiday season and right before my birthday. I don't think the store knows my birthday (but it might), but I do think it has gathered enough data about my husband's shopping habits to know that those are the two times of year that we are most likely to be a receptive audience, and it knows that it is worth the money and time to send out the printed catalog.

Also, I am sent daily emails from this company. Mostly I delete them after a quick 2 second glance. However, if I ever click through to the website, it tracks how long I look at items. Then, the next day's email is geared towards the item, or category of items, I spent the most time looking at. Also, I receive emails when there is a special event at the store location closest to where I live. A third type of email I receive is a reminder of consumables I have purchased before. Awhile after purchasing these items, I receive a message of "Remember this? Have you run out yet? Do you want more?" This company is gearing its marketing towards when I shop (actually, mostly when my husband shops for me!) and what I usually shop for.

One other kitchenwares store I shop at pursues a different route. It seems to blanket its market with a generic weekly mailer and ubiquitous discount coupons. It doesn't tempt me personally to go to its big box store, but instead hopes to catch my eye with something on sale, but it doesn't know what in particular got me there. I go there, coupon in hand, when a friend is registered there or I need a certain item right away. I don't receive emails from this company, and it doesn't respond to my purchases by recommending similar products or coordinating items. But this store keeps its name in the forefront by constant generic reminders of "Hey, I am here!"

There is a big difference between the unspoken messages these two marketing strategies are sending me.

One company knows how to capitalize on the data I've given it through my purchase and web browsing histories. It is saying, "We know your interests, and we have what you like," and this encourages loyalty to this company even though it isn't always the least expensive option. It lures me into purchases through showing me attractive products I am most likely to buy when I am most likely to buy them.

And all it took was a little time to set up data collection, connecting my name and address or email address with dates of purchases, and what was purchased. Then, that data was used to craft an individualized message. It took a little extra effort, but its reward is my continuing purchases at the times I am most susceptible to its messages.

The other store's strategy says, "We want everyone to come to us and shop our low sale prices." Not a bad message in these economic times, but definitely not personalized. There's no loyalty and there's no emotional response to this. It works because of the low prices and discounts. There is probably no better way to introduce a company to a wide area and diverse populations. But once the population knows this company is there, what more is there?

How does it retain my business? Personally, I only go there with a coupon. The low price is the draw. If this company ever stopped printing the coupons, I would probably rarely, if ever, darken their door. I am ambivalent to its existence, and would just go to another low-price leader if the coupons stopped coming. Either I don't shop there enough to make it past the generalized coupon marketing to the upper tier of individualized marketing messages, or there isn't an upper tier.

Especially now in this consumer holiday season, companies should be aware of what their marketing says beyond the advertisement's phrasing. Even small companies can collect data. It's as simple as asking a question to every customer who purchases something from you. An easy place to start is "What brought you in today?" or "How do you know about us?" And with a large enough sampling over a period of time, patterns emerge, and you will be able to craft more personalized and more effective marketing messages.

Recycling and Paper — Choices Abound

Many of our customers ask us about the percent of recycled fiber in their paper. Paper choices range from 100% recycled post-consumer fiber to 100% virgin fiber. And there are many combinations of recycled and virgin fiber. Some people may think that they are being the most environmentally responsible by choosing the 100% recycled fiber paper all the time, but there's more to environmentally friendly paper than the amount of recycled fiber in it.

First, the American Forest & Paper Association (AF&PA) announced this year that a record-high 63.4 percent of the paper consumed in the U.S. was recovered for recycling in 2009. The number keeps rising, but if everyone demanded 100% recycled paper for all uses, we would run out of recycled fiber very soon. Plus, paper fibers can be reused only 4-6 times before they become too brittle and break down too far to be reusable, compromising the paper's strength and performance. There isn't enough recycled paper to rely on it alone.

Also, the energy used to make recycled paper is less if the paper is "downcycled." That means that high-end or office paper is more easily recycled into newspaper or cardboard. Creating a bright white sheet of paper entirely from recycled fibers uses more energy and far more chemicals and resources than downcycling that same fiber. Because of this, virgin fiber can be more environmentally sensible for bright white high-end paper.

Knowing all this about recycled paper will make your choices easier when you have a print project in mind. In some cases a 100% recycled fiber paper will work great for your project. But keep in mind 100% recycled paper is not as strong, and probably won't last as long as a combination recycled-virgin fiber paper. It also may not fold as well, and those folds won't hold up as long as a folded virgin-fiber sheet would. But Lorraine Press has printed on 100% recycled fiber paper successfully many times, and we can advise you if we think your project would work on 100% recycled fiber paper.

There are many other choices out there that are very environmentally friendly. Some papers combine post-consumer recycled fiber with alternative fibers like bamboo, which is fast growing and very renewable. Other papers are created using 100% renewable energy, such as solar and wind power. And any paper, including 100% virgin fiber paper, certified by a third-party certification process, such as FSC, is being manufactured and distributed in a sustainable way. And if you recycle all your paper after you use it, you know that it will be used again and again.

You don't have to trade off quality to protect the environment. There are many environmentally friendly papers out there, and we at Lorraine Press can help you find the perfect paper to fit your project, your budget, and your conscience.

Know your Choices and "Print Responsibly"

Have you seen the Print Responsibly Guide put out by Lorraine Press? If not, you can order one from us for free on our website! (Or click here to go to the link.) And for each guide ordered, we will plant a tree through the Nature Conservancy Organization.

The Lorraine Press Print Responsibly guide shows how you can cost-effectively print green. The guide was created because many of our customers have questions about the effect that printing has on the environment. We wanted all of our customers to know what Lorraine Press is doing to print responsibly. And we wanted people to know that it is possible to print green and still stay on budget.

Inside our guide you will find our philosophy of printing responsibly, some environmentally friendly choices available in ink, coatings, and paper, and all about our recycling programs. We've also included tips that will help you make informed decisions about how you, too, can print responsibly. For even more information, go to our website and click on the link to our environmental policy.

Lorraine Press can help you craft your next piece to be more environmentally friendly, just call us, or send an email to info@lorrainepress.com, and we can get you started on the road to printing responsibly, too.

Save a Tree — Buy Some Paper

When companies send statements or bills in the mail, it is practically guaranteed to say on the envelope "Save a tree, sign up for online statements now!"

However, plain and simple, using less paper does not save trees.

The wood fiber used in U.S. paper production comes from monitored and carefully cultivated forests, (a renewable resource!). U.S. paper companies know that the future of their business depends solely on the health and sustainability of these forests.

From 1952 to 2001 total timber growth in the United States increased by about 72 percent. And in 2001 alone, net growth of forests exceeded removals by 33 percent. Every day 1.7 million new trees are planted by the forest products industries in the U.S. Simply put, paper companies plant more trees than they cut down.

But if no one uses paper, what will happen to this tree-planting industry?

As long as the demand for paper remains strong, these managed forests are safe from real estate developers, and strip malls. "When people use more paper, suppliers plant more trees. If we want bigger commercial forests, then we should use more paper not less. Our policies should directly protect important wildlife habitats, not try to reduce our demand for paper," Edward L. Glaeser, professor of Economics, Harvard University.

So when you buy and use paper products, you are helping to save forests and trees. So the next time you have a choice to electronically send something or mail it, save a tree and use the paper!

Sources for the Statistics and Facts used in this post:
Down to Earth Part 6, http://www.internationalpaper.com/Apps/D2E/Down2EarthOnline/pdfs/D2E_6_PaperLeadsMoreTrees.pdf
Forest Resources of the U.S., 2002, http://ncrs.fs.fed.us/pubs/gtr/gtr_nc241.pdf
NAPL Business Review Vol. 5, No. 2, Summer 2010, pg. 50 The Green Medium

Typeface Identification 101

We in the Prepress department have a love/hate relationship with fonts, but we tend to love them more than hate them. We've been known to clamor rather excitedly over a newly discovered font. And we can't help sharing our excitement with others.

But there are millions of fonts out there. (by the way, do not load them all onto your computer at once, you will be sad!) And it's impossible to identify even a small portion of them at a glance. Have you ever had someone ask you to make them a business card with type that looks exactly like their favorite movie title, or hand you a sample of something and ask you to make their letterhead look like that sample? And they have no idea what that font is called. What can you do?

When a customer asks us to match a font, one of the first resources we turn to is the website Identifont.

This website has come up with the correct font for us time and time again. It's not perfect, but it makes our lives much easier. All you need is just a portion of the font, although the more letters you have for an example, the easier it is for Identifont to help you find the correct font.

Just enter in the letters you have, capital and lowercase, and Identifont will then ask you questions about how those letters look. They ask about serifs, strokes, slants, and curves, and how the i's are dotted and the t's are crossed. And after you answer, they give you a list of fonts they think match your sample the best. It's that easy.

Identifont is not the only resource out there, but it has proven to be the most reliable in our experience, plus it's free, you don't have to log in and remember a password, and you get an immediate response.

For those of you who need more tools to try out and play with, you can also try the website What The Font?!, which seems to be pretty popular, the message board Typophile, a website similar to Identifont Type Navigator, or try just browsing through lists of fonts on any of the font websites that come up with a web search of "fonts." (But that sounds like the slow way of getting an answer. We'd rather have the answer handed to us on a silver platter!)

There may be millions of fonts and only one of you, but don't worry! There are myriad tools out there to help you identify the exact one you are looking for. If you need any help getting started in the search for that elusive font, email us at info@lorrainepress.com, and we'll try our hand at helping you identify your font.

Don't Forget to Vote Today

If you don't make your voice heard now, how can you complain later when the elected officials don't do what you want them to?

Make your opinions known and vote in your local elections!

Printing Tip of the Week - Font Color and Size

Election day is tomorrow, and there doesn't seem to be a fence post or curb empty of campaign signs. When I pass any new signs, I like to evaluate them based on their design more than for their actual message. Anyone else out there do that, too?

Some campaign signs are clear and legible from yards away, while certain others can only be read if you are within 20 feet and are at a complete stop. I've decided that the main difference comes down to the fonts used: the choice of font, the font color, and the font size.

We see a lot of design work come through Lorraine Press. Some projects are simpler than others, but all benefit from a sensible use of font sizes and colors. When choosing what font to use and at what size, first determine where your project is going to be viewed. Will it be outside, by passing cars, or held in a hand indoors? Knowing this will help you choose which fonts at what size to use. (And then before the design is finalized, view it in that environment, you might be surprised.)

Something else to take into consideration is the color of the type and the color of the background the type is on. Black type on a white background is easiest to read on paper with the highest possible contrast, and it is easy to print. We see this combination used everywhere.

However, if you are printing on a black background with white, reversed-out type, there are a few more considerations. If you are using a serif font, or thin sans serif font reversed out of a black background, we at Lorraine Press advise that they be set at 9 points or larger, especially if you are using a supported black. This is purely for legibility reasons. What looks readable on your laser printer, may not turn out the same on a printing press. Small white type makes the job more difficult for your printer to produce and your serifs or thin strokes of letters may not appear due to trapping and ink considerations. If your black background is supported (using all four colors to make a richer looking black), consider using a thicker font, or a point size of 11 or larger.

Black type that is 4 points or below is hard enough to read already for some people, but add in the lower contrast of colors other than black and you will have an even harder time getting your message across. As for the printing aspects of tiny colored type, you may see misregistration between the ink colors (cyan, magenta, yellow, and black), or a pattern of dots may become visible with conventional screening techniques (One of the problems solved by Lorraine Press using stochastic screening!). This can leave your tiny type looking unfocused or shadowed.

Also, this is common sense but we want to say it anyway: use fonts designed for superior legibility for your body of text, and leave the display and fancy fonts for titles and attention grabbing headlines. The font that makes words in English look like Klingon from Star Trek can be fun for you, but your reader will give up long before reading your entire message if your type is set entirely in a crazy, hard-to-read font.

Looking to design large signs or billboards? Take a look around you as you drive. Instead of noticing the advertising message, notice which signs are visible and legible from farthest away, and figure out why. Then incorporate that knowledge into your design.

This is pretty basic advice, nothing earth-shatteringly new. But sometimes a little reminder of the basics can be helpful. There's just one more thing. Unless you are giving your printer a pdf with embedded fonts or an eps with outlined fonts (and you have double checked that they are all outlined), please include your fonts in the files you give to your printer. Your printer will be grateful, we promise.