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Working with a Desktop Publisher In the past decade, technology has brought the power of publishing to almost anyone willing to pay $2,500 for a computer, printer, scanner, and the necessary software. Many have taken advantage of this opportunity to create newsletters, brochures, and other publications for their businesses or organizations.
The quality of your publication, whether it is a newsletter, a brochure, a business card, or an annual report, shapes the public's perception of your business or organization. A professionally designed and printed publication tells your potential clients that you know what you are doing. A poorly produced publication indicates the opposite. While I don't want to discourage you from creating your own newsletter or brochure, there are times when it may be a better business decision (not to mention a better use of your time) to hire someone to do it for you. To that end, I've come up with some suggestions that will help you work smoothly with desktop publishers. These tips will not only save you money but will also help you produce a better publication with less hassle. Picking a desktop publisher First, you need to hire a desktop publisher. You can check the Yellow Pages (under desktop publishing) or surf the Internet. Either way, make sure you get some references. The best route, however, is to ask around. Find out who designed other organizations' newsletters that you particularly like. Call the designer (assuming it's not an in-house person) and arrange a meeting when you can discuss your project and get a quote.
Once you've selected a desktop publisher ... your work begins. If you will be providing the copy and photographs, you need to gather your material (the "content," in desktop publishing talk). In this do-it-yourself world, it's tempting to tackle this on your own. In many cases, you can. If you're a decent writer or a good photographer, go ahead. But if you have questions about your abilities in these areas, or have better ways to spend your time, you may want to hire someone to do these jobs. In many cases, your desktop publisher will offer these services or be able to suggest good photographers and writers you can hire. Once you have your material ready, you can deliver it to the publisher. But first,
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But just as owning a
propane torch doesn't necessarily qualify you to do the plumbing in your house
(I can vouch for the truth of this), having a computer and a printer in the den
doesn't mean you're ready to create a professional-looking publication.
You can also try graphic
design and technical schools in your area. A student may be willing to take on
your project to fill the requirements of a course. But be warned — students
have a lot going on in their lives, and they may not get to your project for a
while, especially if you're not paying much for their work. If you have a deadline
you have to meet, you could be in trouble if the student isn't highly motivated
to finish your project on your schedule.
