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For the last five or six years, colleges have started printing
fewer books and relying on the website to answer curriculum questions
and as a place to post catalogs. That has been an effective cost-reduction
strategy to a point, but overall, the cost of printing is high and
it's not coming down.
Many colleges are looking at saving money by reducing the number
of books they print. While that strategy can work in the short term,
in print runs below a certain quantity, the unit cost is prohibitive.
To find savings at print runs under 10,000, focus on the cost per
book, not the cost of the overall run. The unit cost is ultimately
what drives overall costs and can be figured into the cost of an
enrollment. In order to find savings there, we offer the following
suggestions:
1. Reduce the number of pages in your book.
If it's been a while since you've taken a critical look at what's
in your catalog, it may be that you have "information creep."
That's when, over the course of time, content creeps in from various
sources that may not be required in your catalog. Catalogs are expensive
to bind and ship, and you'll want to include only the information
that is appropriate to this publication. The single best way to
reduce cost is to reduce page count.
Start by checking with your accrediting associations to see what
you absolutely must have in your catalog. For instance, course sequences
by semester for each degree program consume many, many pages, but
may not be necessary. This is a good example of information that
not only can be published in another format, but may be even more
useful somewhere else. For instance, course sequences can be supplied
to faculty advisors as standalone sheets.
Using a tool such as the SmartCatalog System allows you to re-purpose
information from catalogs to other, smaller, targeted publications
such as faculty advisor packets, guidance counselor publications
and student bulletins.
2. Use a different page size.
Some printers offer significant discounts for page sizes that
are just a little different from the norm. Trimming 1/16th of an
inch off a 6 x 9 book can render real savings.
3. Consider a lighter paper.
It used to be that anything under 50 lb. stock was too transparent
to use with a heavy saturation of text. However, the new lighter
papers offer a higher opacity in bright shades of white. Even newsprint
has been improved. If it's been a while since you've looked at your
paper choices, look again. Your printer can supply you with samples
and even "dummy" books to weigh for postage.
4. Look at alternate printers.
While it's important to reward local print vendors with your business,
book printing is a very specific technology. If your catalog printer
is the same group that does the President's Holiday Card, it's time
to keep shopping. Shipping costs less than you may imagine. When
you're shopping, "cold web" presses are what you're looking
for. The myth that big presses only are competitive at large print
runs is not true. Every press has their "sweet spot,"
the page size, count and quantity are where they are very aggressive.
You may even find that the price you're getting right now is the
best one available.
5. Advertise
Yes, this is heresy. Your chief academic officer may need to be
revived when you mention it, but sponsorships in catalogs are the
trend of the future. A tasteful message from a trusted business
partner can be a very effective way to reduce cost without detracting
from the serious nature of the publication or diminishing the value
message of the institution.
Imagine a message from your bookstore advising students and parents
of a buy-back program or online textbook ordering. Is that inconsistent
with supporting a student's goals? No. Does that have a value for
the bookstore? You bet.
Your catalog is gold to your corporate partners. It reaches every
single faculty member and student, plus guidance counselors and
staff. SmartCatalog has established relationships with sponsoring
corporations that deliver the benefits of sponsorship messages without
making you do the legwork or compromising the institution's nonprofit
status.
For more information (and the smelling salts) call 1 800 770-8425.
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