Kitchen Table Publisher

Desktop Publishing - Where to start? What's to know?

Kitchen Table Publisher Written by Julie A. Zagorski

In later year's desktop publishing meant contracting the best graphics professional in the field. Extensive layout and composition with preparation for the local printer involved numbers hours of editing and preparation. Today's technology has changed that outlook drastically. With a general understanding of color, layout technique and operations of your computer software, you can produce quality documentation at your desk.

For the novice beginning the journey to the desktop publishing area, there are multiple considerations you must make. Let's start with the heart of any production system, the computer. Walking into any computer store instantly bombards you with the vast sea of computer systems and all of their accompaniments. When making the consideration for this major purchase, think about these basics.

Speed of the processor; can it handle the task of your graphic files and today's robust publishing programs? The bench marks for the newest ã MMX technology by Intel Corp.Ô rated the best for handling complex graphics, video and sound. It beat the Pentium Pro in performance and functionality in benchmark testing.
How much RAM (Random Access Memory) is standard on the machine. A minimum requirement is 16 MB. Although you may be fortunate in finding a system within your budget that comes with 32MB in the newer machines. The more RAM accessible on the system, the faster your software can work with you in your designs. Not to mention the graphic files and today's larger software requirements.
What speed is the CDROM? You'll need at least an 8X to provide smooth transition in software installation. A fast CDROM also assists when scanning the multitudes of clip-art available, especially since the graphic files are bulky and can take up to a minute to load. If you're planning on designing your own graphics, the hard drive space may require you to run your design program from your CDROM drive. The faster speed in this instance would allow for your computer to keep up with your designing style.
Media storage; you definitely want some type of storage to safeguard your work against the possibility of data loss due to a hard drive crash or excessive static electricity. (Don't laugh, it happens more than you think.) A media storage drive such as a "ZIP"ã (1 MB) or "JAZ"ã (1GB) drive by Iomega CorpÒ . is perfect for handling the excessive graphic files created after scanning images. They also provide security for transportation to your client if the publishing files are not capable of downloading through your email.
Last, but surely not least is your video monitor and graphics card. I recommend at least a Super VGA monitor with 1024 x 768, 256-color resolution. Your video card with at least 2MB of video ram assists your monitor in providing the sharpest, precise color images. When looking at screen size, your eyes are the most important assets you have. I recommend at least a 15-inch if not a 17-inch monitor with .25 mm dot pitch. The smaller dot pitch means less jumping and screen noise, which inevitably saves you on eyestrain.

Now you have your computer system, but don't be fooled into thinking your finished preparing for your business. A desktop scanner is an essential partner in your designs. Like the computer showroom in the superstores, there's also a myriad of scanners to choose from. Start looking at components within your budget first and work your way from there. I recommend a starting scanner to have the basic 2400 dpi maximum resolution (300 x 600 optical) 24-bit color, 8-bit grayscale and a legal size scanning area. This recommendation is definitely low end, but will provide true color scanned images for your publications. The newer scanners are standard with a flat black lid cover. This reduces the "scatter" that some scans collect from stray light beams bouncing off the interior surface lid and degrading the overall image registered. The price won't put you in bankruptcy and it will last for years. Models recommended for this status are the MicrotekÔ and Hewlett Packard ScanJetÔ . These models ranked high on the PC MagazineÔ Editors Choice picks. http://www.pcmag.com

With all of the computer components in place and your system running, how will you design the publications? Consider the area of specialty for your company. Brochures, business cards, flyers, invitations, or other marketing material require special layout. Work into your budget a desktop publishing software package like Microsoft Publisher 97Ò . http://www.microsoft.com These products have a predefined layout and wizards to assist you in setup of the product. It allows for preprinted paper from PaperDirectÒ by using their actual design format. No matter which package you choose for your needs, make sure that ample clip art and fonts come with it. The more capabilities of the software for the price will give you greater flexibility in your designs. Most of these packages are specialties for the beginner and have design wizards installed to assist you in the setup. If your specialty is manuscript or booklet publishing, a high-end desktop publishing package like Adobe PageMakerÔ is an excellent choice. Flexibility is the key here, but don't look for wizards to hold your hand while designing. This software is definitely for the serious layout professional. It provides controls to place and format your text and graphics exactly where you want them. It comes with limited edition PhotoShopÔ and a multitude of fonts and plug-ins. You can investigate this package at http://www.adobe.com.

The computer's in place, you have the software to design, you even have the scanner to produce beautiful graphics, one question; How are you going to print? The desktop printer is a very important part in your business. The designs look beautiful on your screen, make sure the client sees the same results on their product. The printer needs to be reliable and capable of producing graphic quality images, 600 x 600 dpi at least. Handling larger paper weights is a necessity and the capability of printing on transparencies is a plus. Some clients want to have designs printed on iron-on transfers, another consideration. Don't forget about banners and pre-press color separations. The budget is building for this printer; the investment could save you later. The print ink plays a factor in your decision. Some printer cartridges cost as much as $30.00 each for both black and tri-color. Your specialty services have a large part in determining the printer you need. Compare, shop around and choose what will benefit your business.

Ready to open up your shop now? Maybe not, check with your county or city municipality to discover regulations for licensing. Some areas do not require a merchant's license unless you are carrying inventory. You can get around this regulation if you only order your clients stock upon demand. Then your business is considered a service only and is not require to charge sales tax. The regulations are different in each area, so I urge you to register yourself with your city or county and find out their requirements first. It will save you penalties in the long run and even provide a tax advantage for filling license fees. Preparing for that first paycheck from a client is easy, but are you using a "business name" instead of your legal name? If you are, you must file a "DBA" (doing business as) with your state. This legally protects your company name from infringement, and provides you the legal right to open up your business checking account. If you plan on keeping the "sole-proprietor" status, you can save time and just use your name and social security number. Other licenses may apply in your district, check out the Small Business Bureau to see any legal options or requirements you have.

Marketing is a key strategy for recognition of your company. Carry with you a supply of business cards designed by you on your color printer. It's surprising how many people notice a specialty card in color over the average black or blue print. Print out flyers and post them at local shops, church or places where you have permission and are sure they will be seen. Take out a small ad in your local paper. The best marketing strategy is still word of mouth. One good client can send you 10 more.

If you don't have a history of desktop publishing expertise with a large portfolio, design your own samples. Take the portfolio with you to client meetings and let them browse. These examples provide a peace of mind to your clients that you are capable of doing the job they need. Think about a brochure design and marketing strategy for who will receive them. If it's in your budget, gather a list of 100 business contacts and mass mail. The return ratio on mass mailings is about 3 months, so don't expect immediate results.

You're ready now to begin your journey. Read as much as you can to develop your design layout skills. Take a course at your local college to give you confidence. Most of all don't give up if you don't have a line at your door. Business takes time to develop and grow. Integrity, hard work and the continuous learning of your trade will give you the keys to success. While developing your budget to get started and considering the equipment you need, check out these on-line links before going to the superstore. Your advanced knowledge of what you want will keep you on your budget track. Remember to keep learning and don't give up on yourself. You're the best asset you have.

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