The Wayback View – 1984, Newsweek - Apple's Advertising Coup

Recently the US celebrated two major events - the 100th birthday of Ronald Reagan and the 45th Superbowl football game.

While many people are aware of Apple's historic "1984" Superbowl commercial (spoofed by Motorola's Xoom introduction ad in this year's Superbowl) that introduced the Macintosh computer, few are aware that Apple achieved another advertising coup that same year. In the fall of 1984, Apple purchased all of the advertising space in Newsweek magazine's special edition commemorating Ronald Reagan's landslide win of a second term as President. This was the first, and possibly only time that an advertiser has purchased all the advertising space in a magazine.

Below, for the record, are all the ads from that historic Newsweek issue.

Click on images to enlarge

RE:Print – Dealing with the CSR

The graphic arts vendor tour

Usually we try to find a graphic arts vendor at a certain location - but sometimes the vendor is the location. So pack your luggage, make sure your camera is loaded with pixels and take a trip to these vendor brand tourist traps.

Dip your toes in pristine placid Agfa Lake located in the State of New York. It's a popular weekend destination since Agfa Lake is a just a short three hour drive from Kodak's headquarters in Rochester NY. Although Agfa Lake bears a similarity to one of the Great Lakes it is not quite on the same scale.
Adobe Arizona is sometimes confused with the much smaller rival town of Double Adobe which is also in Arizona. Adobe has a certain sameness to it that is shared by many Arizona towns. Interestingly there are no working bridges in Adobe.
Canon is a city in Franklin County, Georgia, United States. For some reason there's a great deal of statistical information on the internet about Canon (the city). Population is about 755, and there are 315 households, 221 families, and 361 housing units. The racial makeup of the city was 94.97% White, 2.52% African American, 0.13% Native American, 0.26% Asian, 0.66% from other races, and 1.46% from two or more races. Hispanic or Latino of any race were 1.19% of the population. And on and on and on.
Although it's a small city, it hosts a lot of newspapers including the American Union, The Free Press and the Universalist Herald, the Franklin County Register, and the Canon Echo. So, despite there being a great deal of Canon printing the name may not always be top of mind when one thinks of print.

Esko is an unincorporated community in Carlton County, Minnesota, United States. Most of the residents are descendants of Finnish, Norwegian and Swedish immigrants who settled the area during the early 20th Century.
In the year 2000, the population of Esko was approximately 4100. For some undocumented reason the population has been steadily increasing over the last several years. Although once Esko gets incorporated that growth may not continue.
Fuji is located on the banks of the Fuji River and enjoys a warm maritime climate with hot, humid summers and mild, cool winters. The city has been home to numerous paper factories including Nippon Paper Industries (former Daishowa Paper Industries) and Oji Paper Company since the Meiji period. It is also known for producing a few well known soccer players.
Heidelberg probably has the largest geographical tourism footprint of all considering there's a Heidelberg Germany:
A Heidelberg, Mississippi:
A Heidelberg, Pennsylvania:
And even a Heidelberg, Victoria, Australia.You might say that if Heidelberg is on your itinerary, you've got a complete tourist experience with one destination.

Kodak is actually a very tiny community in Tennessee. There's a street intersection where two different roads cross each other:And a "Trade Center"And that's about all that's left.

Screen, in Ireland, is popular with tourists, but it often appears on maps under a different name - which can make travel a bit confusing. Some maps don't list it at all and even satellite images of Screen try to blur the location.
Xerox is a community in Florida that can be a bit hard to find since most communities in Florida are just duplicates of each other while internet travel sites try to point searches to Xerox offices instead.

Rich black - the problem of black in presswork

Like all process color inks, the black ink that is used in 4/C printing is transparent. As such it cannot cover ink, or black out the paper, as thoroughly as one might hope. Instead, black ink by itself actually appears to the eye as ranging from an apparent black when it's used to cover very small areas to just a dark grey when it covers large areas.Even though it appears greyer, the box on the right is the same printed 100% black as the text on the right.
The solution to the problem of grey blacks is to boost blackness by printing other inks under the black ink. This effectively darkens the brightness of the paper over which the black ink will be applied thus making the black "blacker."

Blacker black strategies

There are several ways to making a black blacker:

1) Apply a screen tint of a process color - magenta or cyan down before the black.

2) Apply a mix of process colors - cyan, magenta, and yellow down before the black.

3) Apply two hits of black ink.

The first option is sometimes called a "rich" black, while the second is called a "super" black, and the third a "double black."

With a Rich black the other process ink is usually a 60% tone of cyan. This causes the black to appear “blacker” because the second ink color increases its density. It also makes the black "bluer" which adds to the darker appearance. A 60% magenta could be used instead of cyan to impart a warmer appearing black.Left: 100K/60M. Center: 100K. Right: 100K/60C.
Rich blacks are typically used whenever the image is larger than 1 square inch and smaller than about 9 square inches in area.

A Super black, where 3 process colors underlie the black, is typically used when the black area is larger than about 9 square inches in area. The typical screen percentages are: 50% cyan, 40% magenta, 40% yellow, and 100% black.Left: 100K. Right: 100K/50C/40M/40Y.
In contrast to using a single process color, this screen tint combination preserves the neutral appearance of the black. This screen ink combination also means that the maximum amount of ink in the black amounts to just 230% coverage which should not cause any on-press issues like excessive drying times.

Unfortunately a Super black can be problematic on press because it is used for large black areas while at the same time using the same inks that are used for the color-critical image areas. That can cause a conflict on press if ink densities need to be adjusted to align the image colors with the proof while keeping the Super black neutral and at the correct density. To solve that problem, printers may opt to use two hits of black ink. The first black ink is tied to the CMY of the images, while the second black is independent of the image. That allows the press operator to adjust the CMYK inks as necessary to get good color on the images with the second black ink only being applied where a large area of black is needed. The downside to this strategy is that it turns a 4/C job into a 5/C job (CMYKK) which may increase production costs.

The black booby trap

On a computer monitor, there is only one way to represent black - the screen is black when there is no light coming from the display. So a 100% black, a Rich black, a Super black, and two hits of black will all appear the same on screen.A 100% black bar, a Rich black bar, a Super black or, two hits of black ink all appear the same on screen.
100% black bar as it appears in print if it is set to "knock out" of the background image.
100% black bar as it appears in print if it is set to overprint the background image.
A Rich black bar - 100%K/60C as it appears in print. The 60% C not only serves to darken the black but it also knocks out the background image which eliminates any "ghost" images caused when black simply overprints a background image.
Because the on-screen appearance of the black may appear the same despite being made up of different screen tint combinations it is critical that the Rich, or Super black be clearly identified as such in the custom color menus of page layout and illustration applications. Create the color and name it according to its function and make up. E.g. Black for standard process black, "RichBlack 100K60C" and "SuperBlack 100K50C40M40Y"

From pressed steel toys to presswork

Recently I purchased a 1940s toy dump truck at auction.

Doing a little research on the background of the toy I discovered that "Lincoln Specialties", or as it was more commonly known, "Lincoln Toys" has an interesting connection with printing. The company that made it - "Kay Manufacturing" - was founded by father and son team, Haven and Fredrick Kimmerly in Windsor Ontario. With the Second World War raging in Europe, business was good and they received government contracts to build ammunition boxes and truck fenders for the Canadian Army. Their products also included bicycle carriers and kickstands as well as automobile visors and the ultra-collectible steel "Coca-Cola" licensed coolers.

But as the wartime economy slowed down new products were needed to replace the loss of government contracts. They decided to focus the company's efforts on the burgeoning post-war baby-boom toy market. So, the Kimmerlys set up "Lincoln Specialties" in 1946 in order to market their new "Windsor Steel"-made products and by 1953 the toy selection had grown to over 24 different styles of trucks in three different sizes and two different cab designs.

Unfortunately, despite their succeses, increased foreign competition and unsuccessful bids to win back automotive contracts that were abandoned during the toy boom forced Lincoln Specialties out of business in 1959.

Fredrick Kimmerly (1920 - 1985), who was always artistically inclined, had admired how printers had lithographed the decals on his trucks and the products they carried.So, in 1968 he launched Standard Printing as a family owned business specializing in thermography, and embossing. The business continues to this day under the stewardship of Fredrick's eldest son Paul, his wife Lori and their two children.Sadly, Paul does not own a Lincoln toy himself - but he does own the original English pressed steel toy that served as the prototype for the now, highly, collectible Lincoln toy trucks.

Speckles in presswork - secret of the yellow dots

Most manufacturers of laser toner printers have embedded within them a technology that leaves microscopic yellow dots on each printed page. The dots are intended to identify the date and time of the printed sheet (if known by the printer itself) as well as the printer's serial number in order to identify the owner and location of the printer.
On the left, a close up of the "secret" yellow laser dots. On the right the same dots viewed under a blue light to enhance contrast and visibility.
The dots, which are normally invisible to the naked eye, form a code which is used by authorities such as the U.S. Secret Service to investigate the printing of counterfeit money made with laser printers.
The secret yellow dots are typically too small to be seen at normal viewing distances.
The yellow dots are a bit larger than the halftone dots used to create the actual image.
Unfortunately, if the laser printer is not calibrated properly, or depending on the design of the graphic being printed, the yellow dots may be dark enough to be visible. Also, the dots may affect the reporting integrity of color measurement instruments – e.g. a cyan patch intended to be 100% cyan only may contain yellow security dots and cause a slight green shift.

A Manifesto for Manufacturers

The Unwritten Laws of Engineering by California engineer W. Julian King was first published in 1944 as three articles in Mechanical Engineering magazine. It has been in print as a book ever since. Recent editions, including a trade version, The Unwritten Laws of Business, have revisions and additions by James G. Skakoon. The Unwritten Laws are not about engineering, but about behavior and contain sound advice for any business and its employees.

A Manifesto for Manufacturers

HOWEVER MENIAL and trivial your early assignments may appear, give them your best efforts.

DEMONSTRATE the ability to get things done.

DEVELOP a “Let’s go see!” attitude.

DON’T be timid – speak up – express yourself and promote your ideas

STRIVE for conciseness and clarity in oral or written reports; be extremely careful of the accuracy of your statements.

ONE of the first things you owe your supervisor is to keep them informed of all significant developments.

DO NOT overlook the steadfast truth that your direct supervisor is your “boss”.

BE as particular as you can in the selection of your supervisor.

WHENEVER you are asked by your manager to do something, you are expected to do exactly that.

CULTIVATE the habit of seeking other peoples’ opinions and recommendations.

PROMISES, schedules, and estimates are necessary and important instruments in a well-ordered business.

IN DEALING with customers and outsiders, remember that you represent the company, ostensibly with full responsibility and authority.

DO NOT try to do it all yourself.

EVERY manager must know what goes on in their domain.

CULTIVATE the habit of “boiling matters down” to their simplest terms.

CULTIVATE the habit of making brisk, clean-cut decisions.

LEARN PROJECT MANAGEMENT skills and techniques, then apply them to the activities that you manage.

MAKE SURE that everyone – managers and subordinates – has been assigned definite positions and responsibilities within the organisation.

MAKE SURE that all activities and all individuals are supervised by someone competent in the subject matter involved.

NEVER MISREPRESENT a subordinate’s performance during performance appraisals.

MAKE it unquestionably clear what is expected of employees.

YOU OWE it to your subordinates to keep them properly informed.

NEVER MISS a chance to commend or reward subordinates for a job well done.

ALWAYS ACCEPT full responsibility for your group and the individuals in it.

ONE OF the most valuable personal traits is the ability to get along with all kinds of people.

NEVER UNDERESTIMATE the extent of your professional responsibility and personal liability.

LET ETHICAL BEHAVIOR govern your actions and those of your company.

BE AWARE of the effect that your personal appearance and behavior have on others and, in turn, on you.

BEWARE of what you commit to writing and of who will read it.

ANALYSE yourself and your subordinates.

MAINTAIN your employability as well as that of your subordinates.

Thanks to blog reader "Alois Senefelder" who suggested this Manifesto be posted in Quality in Print.