Archive for the ‘Uncategorized’ Category

For Book Publishers Wading through the Alphabet Soup: Decoding the ISBN, LCCN, Bar Code and More

Tuesday, August 31st, 2010

September 2010

As a book cover and interior designer I often receive manuscripts from clients and prospects missing portions of or the entire content of the copyright page. This is the most important page in your book. It contains language that protects your intellectual property; has your copyright date, publishing company contact information, ISBN number and LCCN number.

ISBN

Some of this information must be obtained in a specific order. The first item on the list to get is your ISBN number (International Standard Book Number). This number is part of a book identification system (sort of like the social security number is for people). Merchants, wholesalers, distributors, libraries, and search engines use this number to locate you, (the publisher) and your book. The ISBN number consists of 13 digits, and you may apply for a single number or set of 10 through www.Bowker.com. Each edition and format (i.e. hard cover, soft cover, e-book, audio book) of your book must have a different number, so if you think you’ll be publishing more books or products, it is wise to buy a set of 10. Packages start at $125. When ordering your ISBN online, once you submit your payment, the number(s) are immediately available to you.

LCCN

Next up is the LCCN number (Library of Congress Control Number aka Library of Congress Card Number). This is a number assigned to the Library Of Congress bibliographic record of your book. The LCCN number differs from the ISBN number in that an ISBN is assigned to each edition or format of your book while the Library of Congress number is assigned to the work itself.

This is a two-step process and can take anywhere from one to two weeks to complete. To start the LCCN application process, go to http://pcn.loc.gov/ The Pre-assigned Control Number program assigns the LCCN number. This is a free service, but you must later mail a published copy of your book to the Library of Congress. Audio books and e-Books are not eligible for LCCN assignment. The LCCN does not copyright your book.

Copyright

Your copyright is secured automatically when your manuscript is created, and your work is “created” when it is on paper – in book format or not. In general, copyright registration is a legal formality intended to make a public record of the basic facts of a particular copyright. But, registration is not a condition of copyright protection. You may register your work with the US Copyright office online at http://www.copyright.gov/ for $35.

Bar Code

The next item on your list is the bar code. This is the little black and white box with vertical lines that is printed on the back cover of your book. If you plan to sell your book in bookstores or online, you’ll need the barcode so merchants can scan the book for pricing and other information. The ISBN number is imprinted in the graphic, and the price can be embedded or printed above it. Your cover designer may order this for you for $10-$20. Within a few hours, the bar code is emailed as an eps file that the designer inserts into the back cover layout.

Other Content on Copyright Page

Your copyright page should have a simple notation to the copyright date and your name. It can be done with the copyright symbol © or the word “copyright.” It is printed like this:

Copyright 2010, author’s name or publishing company

or

© 2010, author’s name or publishing company

You should also include a statement regarding copyright infringement. Here is a typical statement:

All rights reserved. No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission of the publisher.

Include your publishing company contact information and your website address. You may also add credits to the cover designer, interior page layout designer and editor.

Contact your editor to help you pull together a complete copyright page for a polished professional book.

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Karen Saunders is the author of  Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Learn more about her book and get free instant access to her eCourse:
5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them, and audio class:
Put the Bling Into Your Brand“ at www.macgraphics.net/

How to Improve Your Proofreading Skills

Monday, June 28th, 2010

The first impression a business often makes with prospective clients or customers comes from the written word. Your company can lose credibility by having just one typo in the volumes of words it sends out.

Therefore, to minimize mistakes, be sure to proofread everything that gets written in your office—and this includes email. Use a guide to help you methodically check for errors. Avoid proofing your own copy in the final stages because it’s easy to become too familiar with it. If it isn’t feasible to delegate proofreading, leave the copy alone for a while—a day preferably—before searching for errors. Read it backwards, too. It’s a good way to trick your mind into seeing common mistakes.

Read Copy Four Times

I recommend rereading your copy four times:

The first time, check for deviations in text, e.g., words typed twice in a row (the the), typographical errors, and incorrect word breaks. For example, consider an erroneous word break that’s made with the word “therapist.” If this word is hyphenated in the wrong place, it becomes the “the-rapist.” That doesn’t leave a good impression!

The second time, read for fact or format inconsistency, poor word usage, weak sentence structure, subject/verb disagreements, repetition of thoughts or phrases, and incorrect math.

On the third read, check for language mechanics such as capitalization, punctuation, spelling, and grammar.

The fourth read includes checking overall format—type size, margins, alignment, spacing, positioning (headlines, subheads, copy, footnotes, indentations), pagination, and general appearance.

Spelling and the Brain:

Can you read the following paragraph?

Aoccdrnig to rscheearch at Txes M&A Uinervtisy, it doesn’t Mttaer in what order the ltteers in a word are, the only iprmoetnt thing is taht the first and lsat ltteer be in the rghit pclae. The rset can be a total mses and you can still raed it wouthit a porbelm. This is bcuseae the huamn mind deos not raed ervey lteter by istlef, but the word as a wlohe.


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Karen Saunders is the author of  Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Learn more about her book and get free instant access to her eCourse:
5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them, and audio class:
Put the Bling Into Your Brand” at www.macgraphics.net/

Use the Proper File Formats for Internet and Print

Monday, May 31st, 2010

Using the proper file format and resolution for the job can mean the difference between a professional-looking document and one that looks blurry or is missing graphics. Graphic file formats for the Internet and offset printing are totally different animals. Do not interchange them!

Graphics for the Internet

Low-resolution raster graphics are used on the Internet. These graphics are made up of thousands of pixels (squares of color). Internet browsers will read JPG and GIF graphics, which are best scanned or sized at 72 PPI (pixels per inch). Because of the limits of screen resolution, anything greater will result in larger file sizes and longer download times than necessary. All Internet graphics are limited to a special palette of 256 colors.

Scan your photos using RGB colors to the JPG file format. JPG file sizes are very small and compatible with nearly every graphical browser. This format is best suited for photographs and any image that contains a complex mixture of colors.

The GIF format is best suited for images with a limited number of distinct colors and graphics that have sharp, distinct edges (most logos, menus and buttons). A special GIF89a file format gives you the option to make the background transparent so you don’t get a white rectangle behind the graphic.

An image for the Internet is scanned at 72 DPI. Notice the large pixels.

An image scanned at 300 DPI for printing is sharper with smaller pixels.

Graphics for Offset Printing

Graphics for offset printing require much higher resolution than for websites. If you use a low-resolution graphic (i.e., a logo copied from a website) on an offset printed job, a fuzzy “bitmapped” image—or no image—will result.

Offset printed graphics can be one of two types: Vector-based or high-resolution raster. Raster images (which are color or grayscale digital photos and scans) must be at least 300 PPI (pixels per inch) and in the TIF (Tagged Image File) or EPS (Encapsulated PostScript) file format. Your scans of black and white line art (images that do not contain any shades of gray) must be at least 1200 PPI. Be careful not to enlarge your raster graphics, because the pixels will also enlarge and become more noticeable.

Vector-based graphics are made of mathematically defined lines and curves. Because they are not made of pixels, these unique files can be scaled to any size without losing their crisp, smooth edges. Use professional drawing programs such as Adobe Illustrator, Macromedia Freehand, or Corel Draw to create these types of graphics for printing, saving them in the EPS format.

A vector image does not have any pixels.

Color Ink Systems for Printing

Color files for offset printing must be specified with PMS or CMYK inks. Do not use RGB colors unless you are planning to print only to a low-end color desktop printer. For more information on RGB color uses, buy my book: Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! available at www.BuyAppealMarketing.com .

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Karen Saunders is the author of  Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Learn more about her book and get free instant access to her eCourse:
5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them”, and audio class:
“Put the Bling Into Your Brand” at www.macgraphics.net/

Take Your Newsletter to the Next Level: Tips on Graphic Design and Page Layout Part 2

Tuesday, April 27th, 2010

May 2010 Issue

Last month I outlined a few simple techniques used by graphics designers to improve the look and feel of your newsletter. This month I’ll explain how to work with your photos and images to bump the quality of your marketing pieces to the next level.

Working With Images in Your Page Layout

There is just so-o-o much truth in “A picture is worth a thousand words.” You’ll want to marry your written words to pictures that heighten the message for your customer. When placing photos into your marketing pieces, remember these rules of thumb:

  • Top half gets best visibility. Place your strongest photo in the top half of the piece for greatest visibility, particularly in full-page ads or newsletters. “Above the fold” is how newspapers describe it.
  • One versus many? One large picture packs more punch than several smaller ones.
  • Group the small ones. If you gather your smaller pictures into one group, it forms a single, compact element.
  • Try the asymmetrical look. This arrangement is livelier and balances opposite corners of a page.
  • Juxtaposition. Position a very large and a small image together for contrast.
  • Stand close by. Keep your subtitle and subheads close to the relative text.
  • Rulers and grids. Use your ruler lines and grid lines to keep the images lined up. This being said, an occasional step outside the grid also draws the eye and add interest.
  • Headshots. Try to keep multiple headshots on a page aligned and sized the same.
  • Magic Eraser. Airbrush out unnecessary background clutter – focus the attention on the important stuff.
  • Cropping. Zoom in on the important parts in a photo and get rid of what’s extraneous.

    Full image shows extraneous elements in the background

    Cropped image shows only what is important

  • Silhouettes. You can cut out the most important piece in a photo and get rid of the entire background.

    This figure has a busy background

With the background removed, the figure now stands out

Working With Photos

To maintain the highest possible quality when handling and scanning photos, follow these tips:

  • Don’t write on the back of the photo. It could bleed through while being scanned.
  • Don’t use paperclips or staples on a photo. The emulsion could get scratched and would require touch-up.
  • Use a Post-It® Note to write the picture’s information and then put it on the back of the photo, in order not to disturb the emulsion on the face of the snapshot.
  • Don’t use scissors to trim away the edges of the photo. Scan it in as-is, then use the software to crop away the edges.
  • To shoot a publication-quality picture with your digital camera, set it to its highest megapixel setting.
  • Remember, most images downloaded from websites are low-resolution and may look blurry when printed.
  • Save photos to CMYK color and in .tif or .eps format, not RGB in .jpg, .png or .gif format. CMYK is the standard for the printing industry.

All these tips on page layout, images, photos, grids, templates and style sheets, are just the beginning – trust me, there’s a lot more. But hopefully these procedural tools will provide valuable help, whether you do the work yourself or wind up talking it over with a professional. Either way, you win.

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What if YOU could know more secrets from an award-winning graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here:www.BuyAppealMarketing.com

Take Your Newsletter to the Next Level: Tips on Graphic Design and Page Layout Part 1

Friday, March 26th, 2010

Newsflash: MacGraphics Services helps two more clients publish award winning books.

At Saturday night’s CIPA EVVY Awards Banquet it was announced that Elaine Dumler won 2nd Place for her 3rd Book The Road Home: Smoothing the Transition Back from Deployment in the Political/Social category. Reggie Rivers won a 3rd Place award for his 5th book, The Colony: A Political Tale in the Fiction category.

MacGraphics team graphic designer Kerrie Lian created the cover of Elaine’s book with our team photographer Joy Jay’s photo.

MacGraphics team illustrator Marty Petersen designed and illustrated the cover of Reggie’s book, and team graphic designer Lindsey Hurwitz designed the interior.

We all enjoyed working with Elaine and Reggie on their books, and I personally thank everyone for their outstanding contribution to the effort of producing the award winning books.

April 1, 2010 Issue

Take Your Newsletter to the Next Level: Tips on Graphic Design and Page Layout Part 1

If you’re one of those brave entrepreneurs who’s tried to embrace desktop publishing amid the already myriad requirements of sole proprietorship, you’ve no doubt discovered that the study of page layouts and the proper handling of images for your newsletter or company flyer entails challenges far greater than you’d originally thought.

Corporations have an undeniable edge over home-based businesses because they generally have an in-house department filled with skilled marketing experts and graphic designers. In your smaller business, that task usually falls to you or your administrative assistant, whose training in the graphic arts may be haphazard.

A discerning eye can easily spot the difference between a professionally-designed newsletter over an amateur desktop publisher design. The quality of a publication’s nameplate, headlines, kicker (secondary headline), overall composition, writing, photos, and artwork is what turns a reader into a customer. Experienced professional designers know and use many page layout techniques that amateurs just may not be aware of. Your newsletter is the face of your company and represents your brand, so of course you want it to be as professional as possible. Now, how do you bridge this gap?

If your budget is limited and you plan on doing most of the work yourself, I recommend hiring a designer to create your nameplate and template file. The nameplate is the identifying front page banner on a newsletter, displaying its name with some graphics or a logo, plus sometimes a subtitle, motto, or other information. A designer who specializes in logo design would be able to help you with this.

In addition, a professional designer can create a newsletter template for you that will have non-printing column guide lines in place, along with style sheets for all your written content. Style sheets are predefined characteristics (fonts, size, color, etc.) of your heads, subheads, text, captions, and pull quotes. They help you to maintain a consistent design and make quick changes to text throughout all pages in your newsletter.

Elements of Effective Design

  • Choosing the Right Font. When you have a lot of text, it’s wisest to choose a serif font (like Times or New Century Schoolbook) for its greater readability. Use a bold sans serif font (like Arial or Trade Gothic) as a contrasting headline.
  • Use Professional Illustrations. You can use professional-quality clip art or stock photo libraries. There are many free and fee sites on the Internet. It’s important to match the style of the photos or clip art with the overall style of your graphics, for design consistency.
  • Employ Contrast. But within that consistency, dynamic contrast. Let there be clear differences among all the design elements you utilize. Include contrasting colors, shapes, fonts, and sizes of both text and graphics. Using white space effectively: don’t fill up every available inch of the page with text or graphics – space adds contrast.
  • Repeat Key Elements. Recurring elements thread your newsletter together, for a feeling of wholeness. Headlines should look the same on every page. Bullets should be the same throughout the piece. It’s important in final review to check for consistency of all key elements.
  • Magic When Using Grids. Non-printing grid lines will help you to position text, graphics, photos. This will give your newsletter or flyer a visual sense of order. “Sort-of aligning things” looks sloppy, lacking in professionalism.
  • Spatial Relationships. Proximity, or spatial relationships, is another tool to draw positive attention to your marketing pieces: newsletters, flyers, brochures or direct mail pieces, like postcards. For example, you’d want to keep the caption of a photo close to it.
  • Sprinkle Pull Quotes Throughout. A pull-quote is a small selection of text pulled out of the text and quoted in a larger typeface. These breakout items are used to focus attention, especially in long articles.
  • NEVER Ever Use All Caps for body text in your newsletter — it is extremely difficult to read. In all but the shortest headlines, avoid using all caps.

Naturally you may have many creative ideas for your newletters, flyers and other marketing materials. Sketch them out. But then, let a master craftsperson take your ideas and give them the sparkle and snap that only professional skills can deliver. Your customers will be able to spot the difference immediately. If you don’t necessarily want them to know that you’re a home-based business, you’ve got to employ the talent the big corporations do.

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What if YOU could know more secrets from an award-winning graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here:www.BuyAppealMarketing.com