File Setup for Perfect Bound Books

advancedpfTips & Pointers

File setup for perfect bound books can be a bit tricky at times. Accounting for all the variables such as paper thickness, page count, bleeds and hinge scores is necessary to have a quality end product. Here are a few tips to prepare your files:

Set Up Tips for the Cover:

  • We require a 3/8” trim on the top and bottom of the book cover.
  • We require an 1/8” trim on the face of the cover.
  • Keep critical text and graphics clear of the trim edges; pull in 1/4” (.25″ margin).

If you have any questions about determining the spine thickness feel free to email our prepress department at with the type of cover paper, text paper and page/sheet count to get an exact measurement. 

Set Up Tips for the Inside Pages:

  • We require 1/8” trim on all sides of the book.
  • Send collated slip sheeted sets if printing digitally.
  • Keep critical text and graphics clear of the binding edge and trim edges; pull in 1/4” (.25″ margin).

We are always available to answer any questions along the way. Simply call or email our prepress team and we’ll walk you through the process: 770-664-8199 or

Print Today: Measuring Advertising Effectiveness

advancedpfPrint Industry

It’s news to some people: print advertising is sticking around. But methods of measuring the advertising effectiveness of print is changing. Or, it should be.

Studies show that we consumers are neurologically disposedto respond better to print ads in certain situations – and this is not just true of the old folks, either. Studies showthat while Millennials are more influenced by digital ads than other age groups, they pay more attention to traditional ads.

Recently, the Wall Street Journalreleased the following chart, and it’s no surprise that ad spending on print has dropped in recent years while spending on digital ads has accelerated. But look at what happens to print in the next few years: print spending will remain around the same level where it is today.


Total Media Ad Spending - WSJ Chart

Print clearly will remain a major advertising player. For it to complement digital and other types of advertising we must focus on better ways of reporting the effectiveness of print advertising. Particularly, we must be able to measure the ROI of print not only on its own, but also in relation to other advertising platforms. Of course, this is easier said than done.

One of the clear advantages of digital advertising is how easy it is to gather data about the performance of ads. When a potential customer clicks on your ad, you can see not only exactly where they came from to get to your site, but also how they then interact once on your site. When enough data is collected you can adjust your marketing plan accordingly.

The Difficulties in Measuring Advertising Effectiveness in Print

Print advertising, however, is not always so simple to quantify.

The use of a QR code once seemed like the answer; the natural link between print and digital. Just like a click on the digital ad, the information transferred from a QR scan provides a wealth of information about where the consumer viewing the ad came from.

But the codes have never taken off with the public as much as marketers might like. Even the inventor of the code recently said it (the code) only has a decade or so left to live. Though he was referring to the original use of the codes in warehouse and manufacturing settings, it is likely that the same is true for advertising.

So we are left to focus on creating better methods to measure the performance of print advertising.

A New Kind of Measurement Tool

A new tool that aims to offer new insights into print advertising effectiveness is the Magazine Audience Performing Predictor (mapp), which delivers performance data of magazine ads within 14 days of the issue’s on-sale date. This is as close to real time performance results for magazine ads as we currently have available. A collaborative effort of Magazine Publishers of Australia (MPA) – and thus far only available for Australian magazines – the tool recently received a global award at the FIPP Research Forum.

Magazine Audience Performance Predictor (Mapp) Logo

Here’s the description of the tool on the MPA website:

Using mapp advertisers can now access timely, real-time measures of current magazine issue performance and magazine audience build over time. [It] enables magazines to be evaluated more accurately in advertisers’ marketing and media models, using a weekly timeframe of performance, alongside other media and key indicators, such as sales. mapp provides, within a week or two after the on-sale date, estimates of the total ratings that specific magazine issues will achieve over their lifespan.

“mapp is a truly innovative project, which quantifies the contribution of magazines to the media mix in a manner that is in line with the forms of data available for other media,” said FIPP’s judges, according to “It involves forecasting how advertising messages in magazines will be spread through time, issue by issue.”

What’s Next?

The service is still relatively new, so its effectiveness remains to be seen. Still, it’s great to see innovations coming to magazine ad measuring techniques.

As print spending stabilizes, advertisers will have a better idea of how much they need to spend on print, but the new question will be what print venues will be the best investment. And they will be looking to new tools like mapp to help them make these decisions.

The Future is Cross Platform

As mentioned above, print advertisers not only want better ROI measurements, but also want to know how these ads function in context of their other advertising platforms. Forbesemphasized the importance of measuring multiple platforms at once with the article, “2014: The Year of the Cross Platform Measurement.”

Much of the article is focused on traditional television vs. digital video consumption. But the parallels to the print medium are many. Television advertisers are still relying heavily on the traditional ratings measurement tools, while the rise of digital television consumption is sharp (a 30 percent rise from the final quarter of 2012 to the final quarter of 2013). Needless to say, it is now imperative to not only be able to measure both traditional and digital TV viewing, but to be able to be able to combine that data to get an accurate picture of the viewing audience.

Similarly, print advertisers still rely primarily on circulation numbers that are becoming more and more unreliable as reading habits change. While it is easier to measure digital reading habits, being able to discover what reader is reading one article in a magazine and then another (in the same publication) online will put advertisers in a much better position. It will also be a great way for publishers to give advertisers a better representation of not only how many but howreaders are reading the material. Of course, this will allow them to better optimize advertising rates.

What Does it Mean Now?

The good news: print advertising is sticking around and the previous decline in print ad sales will level off. This means advertisers are realizing where the advantages of print advertising lies in relation to digital ads and how the two can complement each other.

The bad news: we don’t yet have a great way to measure the results of this cross-platform approach.

However, it is likely that new tools similar to mapp will continue to emerge to fill this void. It remains to be seen just how effective they will be, but we’ll be looking forward to seeing more effective print advertising measuring techniques emerge as we move forward into this new era of advertising.


“Think Different” image source: Wikimedia Commons

Paper Brightness, Whiteness and Shade

advancedpfPaper Information


Paper Brightness

Paper brightness, whiteness and shade are three of the most often misunderstood variables of paper choice. However, they all play an important role in determining the look of your final printed product.

We all have a general idea of what the terms brightness, whiteness and shade mean. But there can be quite a bit of confusion as to their technical definitions and how they affect the appearance of your print project.

It should be noted that though paper brightness and whiteness are somewhat similar, they are not interchangeable.

Paper Brightness

Brightness measures the amount of reflectance of a specific wavelength of blue light. Brightness is measured on a scale of 0 to 100 – the higher the number, the brighter the paper.

In other words, 95 bright paper reflects more light than an 85 bright paper, therefore appearing brighter.

Using the specific blue light to measure this reflection ignores longer wavelengths, including green and red. Because of this, two types of paper with the same brightness can visually appear very different, even though their “brightness” is the same.

Specifically, the blue light used to measure brightness has a wavelength of 457 nanometers (nm).

Paper Whiteness

Whereas brightness measures the reflection of a very specific wavelength of light, whiteness measures the reflection of all wavelengths of light across the visible spectrum. Because of this, the whiteness measure is more in line with our visual perception.

So, there will generally be a consensus that the higher the whiteness rating (which also uses a 0-100 scale), the whiter the paper.

Using the entire spectrum of visible light, paper with a very high whiteness number can appear to have a blue tint depending on what light source it is viewed under.

The most common whiteness measure, D65 illumination, represents outdoor daylight. This standard is called CIE Whiteness and was developed by the French-based International Commission on Illumination (also abbreviated CIE). Indoor lighting, of course, will change how white the paper appears, and this will vary even more between fluorescent and incandescent bulbs.

Paper Shade

Shade, on the other hand, does not take into account any light reflection; instead, it represents the color of the paper. There are three common groups of white shades:

  1. True White
  2. Blue White
  3. Cream White

As noted above, often the blue white shade is used for paper because it appears to be a “whiter” white than true white. These papers are often labeled “bright white” or “high white.” It has this tint because it reflects more blues.

Cream white absorbs the blues that blue white reflects, and therefore has a yellowish look. True white, as it name would suggest, reflects the entire color spectrum equally, which of course is the true definition of white.

Shade choice is particularly important in book printing. In addition to taking your own preference into account, you also want to make sure the shade of your paper provides visual comfort for your readers. The best choice for this depends largely on the content of your book. If you are interested in book printing, find out more at our book printing division,

When Brightness and Whiteness Go Off the Charts

If you’ve looked at a variety of paper, you may have seen brightness and whiteness levels going above the 100 scale mentioned earlier.

The 100 limit is for standard paper made only with pulp. However, additives may be added to make the paper appear even brighter or whiter.

These additives are known as Optical Brightening Agents (OBA), and in reference to brightness they reflect ultraviolet – or UV – light as visible light. In other words, this is reflecting more visible light than the actual light source emits.

Similarly, fluorescent OBAs will cause whiteness values to increase above 100.

North American Paper Standards

Outside the paper industry and print industry, paper brightness is the most common measuring standard in North America. The 0-100 scale is typically based on the Technical Association of the Pulp and Paper Industry’s TAPPI Standard T451. Regions outside North America commonly use the International Organization for Standardization’s ISO Standard 2469.

As mentioned above, the standard for Whiteness measurement is CIE Whiteness.

Again, though whiteness and brightness have similarities, the measurement systems used to measure each are completely independent of each other and are not at correlated.