Printing is among the most ancient and important means of communication. The history of modern printing is relatively short - about 500 years. However, the Chinese have made substantial strides in printing hundreds of years before Western civilization had constructed its first press. It was not until the late 1300s that Europeans used block printing to create illustrations for religious and artistic purposes. With the Renaissance fervor of the 15th and 16th centuries, the block printers could not keep up with the demand for reading material. Eventually, technological changes in the printing industry have proceeded at a rapid rate making it one of the most modern industries. The industry is constantly being altered by the development and widespread adoption of new technologies that increase productivity, accelerate output, and provide new tools to designers, editors, and others in graphic communications. Nearly everyone entering this field today as well as those already in it will be touched by these new technologies and will be faced with the challenge of using them effectively.
Likewise, printing is also one of the most diversified industries. Geographically, there is scarcely a town of any size without some provision for printing. Printing is used for many products, which range from books and periodicals to labels and cartons. Printing techniques are important to many other products such as electronic circuitry, textiles, sheet plastics, and metal decoration. The advent of affordable desktop publishing software and laser printers has made it possible for small businesses to be printing units, bypassing the use and expense of large printing companies. Further, printing is one of the largest and most important of the service industries. Although it uses mass production techniques, every product of the printing press is tailor-made for a specific and unique purpose, usually performed against a rigid time schedule.
Parts of the jobs in publishing, particularly in printing, the process begins with the sales representative, who locates customers in need of some print work. He or she must convince them that the represented printing company is qualified to do the job. In smaller companies, independent sales representatives, or brokers, solicit clients. The broker will then call on specialized shops for services not available from the main supplier. Brokering can be highly remunerative, but, of course such an operation is only possible in larger cities where a number of specialized shops are available.
Since every printing job is manufactured to fill a specific need, it follows that production time is extremely important. Periodicals must be issued on regular dates, mailing pieces must be mailed within strict time limits, books must meet their publication dates, and financial reports must reach stockholders on specified dates. Production managers make things happen on time, and a good production person will have a number of such jobs under his or her control. Production management requires a high degree of accuracy, clear logical thinking, resourcefulness, and the ability to work with people. When a project has been secured by a sales representative, the printing company prepares for the printing. Requests for estimates come from the salespeople and must usually be answered quickly, although the preparation of a single estimate may take several days before all the necessary information can be collected.
Estimates will be made for the purpose of giving established customers an indication of final production costs. Accurate estimates depend on accurate costs records in the particular plant. Obviously, profits depend on accurate estimates of costs. When a client has agreed to the estimated production costs, the text is then set into type. Composition is accomplished in a number of different ways, including setting metal type by hand, setting metal type by machine, and photographic composition.
Generally, the printing and publishing jobs-industry as a whole demands an extra-ordinary versatility and flexibility of its employees. Even in routine crafts or highly specialized shops every order processed will differ in specifications, providing a continuing variety and challenge. Although the craft occupations in the industry are rigidly specialized and specified by custom and union rules, jobs in administration tend to be more loosely defined, with a number of different functions often performed by the same person. The owner of a printing firm will frequently be its leading sales representative and will often participate in the day-to-day management of the shop. Servicing clients will often require the attention of the shop personnel to meet their expectations.
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