10 More Key Steps to On-Time/On-Budget Catalog Production
6. Finalize pricing, sizing, item numbers, etc., at the same time as the revised manuscript copy because the first draft of composed pages is about to begin, and costs and mistakes escalate when pages are composed with a lot of missing information.
7. Make final photo picks the last element before beginning the page composition process.
8. Examine the initial proofs of all the images early — whether you’re using a hard proofing method or soft — while the composed pages still are being constructed. This will alert you to any problems while there is still time to fix them at an efficient cost.
9. Complete any versioning of the catalog for tracking purposes, testing or segmentation, after the initial version. If you make the versions prior to sign-off on the initial version, there’s greater opportunity for mistakes.
10. Examine the composed match proof that’ll be used on press. This is used to catch any final color or type issues before pages are printed. But beware! It’s very expensive to make changes at this stage.
Bill Licata is president of LCH Direct Inc., a direct marketing agency specializing in catalogs and e-commerce. You can reach him at (505) 989-9451 or via e-mail at email@example.com.