Seattle Publishing

Seattle Publishing has been doing business in the Pacific Northwest since 1972. On our blog we talk about a diverse range of topics, ranging from publishing hurdles we've overcome to that new cd we've been listening to. Thanks for reading!


Publishing Trends – Content Creation is whats missing.

A recent study from Curata, a leading marketing research firm, was based on data from a survey conducted in March 2016 of 1,030 marketers and executives. Some 48.5% of respondents work for B2B companies, 15.2% for B2C companies, 27.7% for hybrid B2B-B2C companies, and 8.6% for non-profits. Below, key findings include 87% of respondents say their company has a content marketing team. With 68% of companies have a team size of between 1 and 3 people.

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Happy Holidays!

Our offices will be closed Dec 23-24 and Dec 31-Jan 1.

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Keeping Up with Brand Standards- One product at a time.

Recently, Seattle Publishing and Tacoma Screw Products entered into an  Agent of Record agreement where SP will support Tacoma Screw Product’s private label products program with graphics, project management, and production for products that carry their brand. With over 50 years of excellent products and customer service, Tacoma Screw’s brand standards are critical to their continued growth and success.

After years of producing and managing their sales flyers, annual catalog, and their content. Tacoma Screw is now entrusting that SP will help them to ensure that every product that carries their name will be true to their brand standards.

 

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Who Was Gutenberg?

The inspiration for our database-driven publishing system is Johannes Gensfleisch zur Laden zum Gutenberg, (c. 1398 – February 3, 1468). This German innovator is
credited with being the first European to use movable printing and the inventor of the mechanical printing press.

The use of movable type was a marked improvement on the handwritten manuscript, which was the existing method of book production in Europe at the time. Gutenberg’s work on woodblock printing revolutionized European book-making. His major publication, the Gutenberg Bible, has been acclaimed for its high aesthetic and technical quality. Gutenberg’s printing technology spread rapidly across Europe and is considered a contributing factor in the European Renaissance.
The specific contributions to printing that are attributed to Gutenberg include the invention for mass-producing movable type, the use of oil-based ink, and the use of a wooden printing press similar to the screw olive and wine presses of the period. The innovation came from combining these elements into a practical system.

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Consistancy is Key – Part II

Spelling, Grammar, and Punctuation
These may seem obvious to many, but it is amazing how often a simple word like catalog or catalogue can be used in different ways. Depending on the audience, it may or may not be spelled correctly.

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Consistancy is Key!

Anyone who has traveled knows that a guide is a helpful resource for getting you where you want to go and can enrich the overall experience. The same principal holds true with content. By developing a guide for your company’s editorial and graphic styles, you can reduce costly errors and inconsistent words that send the wrong message to your audience.

Keep an eye on our blog for things to think about when creating a guide.

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Do You Have the Right Mix?

Like making a cake, it takes the right combination
When baking, temperature, timing, and ingredients all play an important role in determining the right outcome. By comparison, the three elements you should focus on are media selection, making sure you have the appropriate content, and ensuring timely delivery. With the right combination your audience will enjoy the results.

One medium supporting another creates message consistency
Print catalogs have a long shelf life and are an invaluable tool for referencing products, but time sensitive information, such as pricing or availability, can become outdated. An e-commerce website can provide that content in real time, but competes with the multitudes of other online companies offering the same or similar products. Both of these mediums are important in the mix. By incorporating catalog requests via the website, and including e-commerce QR codes in the catalog, both mediums can support their individual strengths.

Beware of Snake Oil

In the old West , traveling salesmen would appear to have the solution for every ailment; they called the cure-all Snake Oil. Many a customer was disappointed to discover that this special elixir didn’t do anything but line the salesman’s pockets. In todays world we can get caught up in the excitement of a new media, hoping that we’ve found the ultimate solution, only to discover modern day Snake Oil. A good way to avoid this pitfall is by asking your customers what medias they use, then proceed to check what other companies in your industry are doing.

Not all mediums are created equal
Online, print, social, and mobile medias all of have their strengths and weaknesses. Be careful not to jump into the next greatest thing and ignore the medias that still are working. By tracking your content and establishing specific media campaigns, you will be able to see what is working and what is not. Implementing content analytics helps to ensure that you are feeding the right media and not wasting resources on a dinosaur.

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Localize Your Content – Using the Right Language When Going Global

 When it comes to languages, diverse audiences, and far away cultures, what works at home may not work somewhere else. Localization is the process of modifying or recreating content to fit the linguistic, cultural, legal, and regulatory standards for a specific locale. 

Whether it is French, Spanish, German, or one of the thousands of other languages, studies have shown that online visitors will spend twice as much time on a website if the content is in their native language. This also makes them three times as likely to buy products from that site.

When going local with your content, it should be kept simple and understandable as well as culturally pleasing and inoffensive. At times it may even be necessary to alter or change the design, layout, images, keywords, and product attributes.

Seattle Publishing has worked with a variety of companies helping to localize their content and continues to offer these services.

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Closed for Labor Day

Seattle Publishing will be closed Monday September 7th in observance of Labor Day. The SP  crew wishes you a safe and fun holiday weekend.

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Images and Attributes

Preparing World Class Content

Even though database-driven publishing reduces time and effort, before you are able to leverage the savings from automated page flows your content needs to be ready. Here are some questions to ask when reviewing your content’s readiness before production.

Images
Do you have all the current images for the products to be featured in the catalog: 300 dpi, CMYK, backgrounds removed? Many times we have gone on the great image search, slowing down production and creating possible roadblocks to final page layout.

Attributes
Are your product attributes consistent and is the information available in a uniformed manner? Nothing stands out more than inconsistency among product groupings, so it is critical that all attributes have similar information that conforms to the rest of the products.

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