Note to Printer:
     This  is  a  brief description of camera ready copy. You can import it
     into your word processor and modify at will. The text is in ASCII  and
     the filename is ART.TXT.

                             CAMERA READY COPY

        It is not unusual for a customer to bring to the  printer  a  rough
    sketch of what he wants with the expectation that by some form of magic
    the  printing  press  turns  the sketch into the finished piece that he
    wants.

        When a printer speaks of camera ready art, that is exactly what  he
    is  talking  about  -  camera ready. If the sketch you bring in is your
    "camera ready art", then the printed piece will be a clone of that art.

        It is also not unusual for a printing customer to be astounded that
    the extra charge for "typesetting" is often  more  expensive  than  the
    printing of the job.

        In  an  attempt to explain camera ready art, let's take a look at a
    typical example - a flyer with a little  bit  of  type,  a  border  and
    several  pieces  of  line art. The printing customer brings in a pencil
    sketch  and  asks that the printer "clean it up", and put a nice border
    on  it.  He  also  wants  a  piece  of  art  with a girl talking on the
    telephone and and one with a truck that has his company name on it.  Or
    in some cases the customer has no idea exactly how he wants it to look,
    and  asks  the  customer  service  representative  to  assist in making
    designing something. After a rough layout has been  decided  upon,  the
    job goes to the typesetting department.

        A  highly  trained typographer working at a very expensive piece of
    equipment studies the sketch and decides what typefaces would  be  most
    appropriate. He or she then looks through a vast collection of clip art
    to  find appropriate pieces, or if appropriate art is not available, an
    artist must create it.

        Once the typographer has found the  art,  she  must  go  into  the
    darkroom  and make reproductions of the clip art or original art in the
    appropriate size. The border is put down  and  then  the  clip  art  is
    placed  in  position. Next the typographer sets the type, processes it,
    waxes it and carefully places it in position if working on a typesetter
    or puts everything in place on the screen if working on a  PC  or  Mac.
    Finally it is ready to be proofed by the customer.

        The  customer  likes  the  flyer, but has a few changes he wants to
    make, so the job goes back to the typographer to make the changes, then
    it goes to the pressroom to be printed.

        Approximately $50,000 worth of equipment and software was  used  in
    the  making of this ad camera ready; a typographer who earns $15.00 per
    hour spent over an hour on the job; some $5.00 worth  of  material  was
    used.  The  job  would  cost  the customer approximately $50.00 for the
    typesetting. The printing of the 500 flyers  would  run  an  additional
    $25.00,  for  a  total  of $75.00.

        On a repeat order, there would be  no  typesetting  charges  unless
    changes  were  made.  That camera ready copy can be modified for use in
    other jobs for that customer, such as a telephone  ad,  another  flyer,
    etc. for far less that re-creating the job.

        One  point  to remember. While we certainly hope that you bring all
    of your typesetting and printing requirements to us, if there should be
    an occasion where you take a job somewhere else, make certain that  any
    typesetting charges are billed as a separate item. If they are included
    as  part of a total price, the artwork belongs to the printer. However,
    if the art and type is billed as a separate job, it  is  yours.  Either
    way you will be paying for it.

        One  other  thing  to  remember.  In many shops, ours included, the
    typesetting is never included in the price quoted. With  the  exception
    of  business  cards  which are ordered from an outside vendor, all jobs
    are  quoted  as  "plus  type".  There  are  no  exceptions  except  the
    aforementined business cards.