Seattle Publishing’s offices will be closed on January 16 for this holiday.
SEATTLE PUBLISHING, INC. 68 S. WASHINGTON ST., SEATTLE, WA 98122PHONE: 206.903.1333 / 888.836.5720FAX: 206.903.8565
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!
We wish you a successful new year in 2012. Seattle Publishing’s offices will be closed December 30th and January 2 for the New Year Holiday.
Tablet Tsunami
These portable devices are not going away, if anything they will become the game changer in the way that humans interact with technology. Tablet catalogs and tablet subscriptions are starting to gain traction both in consumer and business publications. The Economist is one of several magazines that offer iPad subscriptions, and international retailer, Benneton, has replaced their printed catalogs with an iPad catalog.
Localization
Whether it is French, Spanish, Chinese, or one of the thousands of other languages, studies have shown that online visitors will spend twice as much time on a website and are three times as likely to buy if the content is in their native language. As companies look to expand beyond their traditional markets, localization will continue to grow in importance.
Searching not Browsing
With infinite possibilities and multiple sources that can be found on the internet, user habits are changing, and page-to-page browsing is being replaced by content specific searches. This change means that “going forward” content needs to be created and modified to meet the search engines’ algorithms and focused less on navigating the website visitor from page to page. All product attributes will need to be separated into individual cells and descriptions will need to possess key words. Those that embrace this trend will reap the rewards of more visitors viewing their content.
Content Partnerships
With catalogs, websites, and mobile devices demanding accurate and realtime content, many companies are struggling to keep up with the need for product attributes, descriptions and images. Going forward, many companies will look for creative ways to manage this demand while keeping their content costs under control. Content partnerships will be one way that companies will tackle this increase in demand. Vendors, suppliers, and customers will all share content and maintain on a real-time basis which will lead to more accurate and concise information.
Niche Publications Will Continue to Grow
As markets get smaller, many companies are returning to niches as a strategy for growth. Industry-specific catalogs, micro-websites and regular sales flyers are on the rise, and while these highly-targeted mediums are used to supplementing or replacing annual publications, they can be produced in smaller quantities with a greater frequency than larger annual publications – typically at a lower cost both in printing and mailing. We see this trend to continue to grow as we move into 2012.
Seattle Publishing will be closed on Friday December 23th and Monday December 26th in observance of Christmas. If you get a chance come check out Pioneer Square with it’s holiday decorations and lights.
A recent review of Assistant Editor Darren Dencklau’s band and their new album.
JoJo Jupiter, Space Medicine (out now, self-released, jojojupiter.bandcamp.com): Psychedelic rock is a genre that traditionally requires a rather large band to adequately perform. Not so for Seattle group JoJo Jupiter, which accomplishes the feat with only two members. Their debut makes up for its unimaginative title with plucky, heady rock tracks that hint of a backwoodsy Minus the Bear. CURTIS CARTIER (Sat., Dec. 17, Bogart’s Airport Way)- Seattle Weekly

Assisting our clients with content integration and maintenance are just two examples of support services that we provide. One of our wholesale clients struggled with the demands of updating their content in realtime. We developed a content maintenance program and then set up a regular quarterly maintenance schedule for them. Now their content is always current and available for their monthly sales flyers, annual catalogs, and website.
With no bandwidth, another client looked to us to help increase traffic to their website by contacting their vendors, establishing a link exchange, and providing progress updates. Our client now has more visitors to their website and more bandwidth. The next you time you have a content challenge, please keep us in mind for the other aspects of the publishing process.
Here is an interesting read on how wholesale distributors view the role of print catalogs in their marketing mix.
Modern Distribution Management: Wholesale Distribution News & Distribution Strategies.
As vendor specialization continues to evolve, many of our projects rely on the ability to share ideas and information with other vendors or departments. With more complexity, it is common for SP to be one of many vendors tasked with the project’s completion. From our experience, here are the top five suggestion to consider when working with other vendors.
The Client is Always Number One
Sounds simple, but sometimes it is easy to forget that the client should be put first, and they should be the beneficiary of any collaborative effort. More often than not, vendors are more focused on the project’s task and may overlook or ignore the client’s questions or concerns.
Clearly Defined Roles
Just like having a plan is essential, making sure other vendors understand their role and contribution will help to smooth out any turbulence. Most trouble occurs when the roles aren’t clearly defined and the vendors are trying to go beyond their initial role, causing friction that could send the project sideways instead of forward, which can delay implementation and potentially increase the cost. Having clearly defined roles help ensure a reduction of potential conflicts and keep everyone on task.
Play to Strengths Not Weaknesses
Any vendor strategy should always play to what they are good at doing. As competition has increased and markets have grown smaller, many vendors have looked to expand their skill set, but having the skill is different than leveraging a strength. For example, SP works with many enterprise systems to create websites or provide content connection with the Gutenberg Publishing System, but we are not an enterprise system developer. By knowing our strengths, we are able to work with one of our client’s vendors, NetSuite, who have the technology and experience to work with enterprise systems that allows SP to focus on our client’s content.
Seek Common Ground
An Oglala Sioux Indian Chief once said, “Don’t judge a man before walking a mile in his moccasins.” The same can be said about other vendors since it is human nature to look out for your own interests. Methods and approaches can vary, and when problems arise, it is best to seek an understanding from which a purposeful dialogue leads to the common goal of discovering a solution.
Diplomacy Rules
When conflicts arise it is important to remember that you attract more bees with honey than vinegar. When taking the higher ground it is important to review your role and to listen to the others’ concerns. By taking this approach, you create an ally instead of an adversary and though it isn’t the easiest route, the final outcomes tend to be positive while continuing to develop a relationship with the clients’ vendors.
Created by the Swiss School of Typography in the 1950s, Helvetica became synonymous with modern and progressive attitudes of the ’60s. Recently there has been a renewed interest, and once again this icon is gaining in popularity.
With its cheerful appearance and clean lines, both the corporate and design worlds embraced Helvetica as the nearly perfect typeface to be used for anything and everything. “When in doubt, use Helvetica” was a common rule.
In the early ’80s, Adobe selected the font for their PostScript page description language. In the late ’80s, the desktop publishing phenomenon was taking off. Both Apple’s Macintosh computer and applications like Aldus’s PageMaker incorporated Helvetica as one of their original fonts.
By the late ’80s, Helvetica faced competition from another font, Arial, which was increasingly used by designers. It seems that a battle to be the “chosen font” occurred and the victor was used on the majority of applications for both publishing and the internet. Unfortunately, Helvetica was cast to the wayside during the ’90s, except for core users of Apple or Adobe applications. If it wasn’t for this dedicated group, this font may have gone the way of other graphic icons.
Happily, Helvetica is being rediscovered as a user-friendly font that has multiple applications. Now it is seen on websites, in print publications, logos, and letterhead. Recently an independent filmmaker created a documentary about this influential font and its colorful story of becoming an icon.