Your Trek

#2 in a series
Your Type of Future

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YOUR TREK

IN SEARCH OF PROFIT

In any enterprise you embark upon, there is an element of risk.

For instance: If you’re thinking of launching or upgrading in-house typesetting, then certainly you must consider the costs.

There’s the equipment—which, these days, can run upwards of $100,000—and is often outdated and out of production in three to five years.

What capabilities do you need to buy? How many terminals and how often will they be used?

Installation, service calls or contracts, downtime lost to malfunction, parts, supplies, insurance—all are major expenditures.

There’s also the crew to operate it: training time and costs, labor, time lost to absence. Who will do editing, proofreading, and markup? Do you hire full or part-time?

If you plan to amortize the costs of establishing in-house typesetting, who will handle sales? What rates can you charge for your type and for what profit margin should you aim?

By whom and how will priorities and backlog be handled?

Your search is over.

There is another alternative to high type bills or costly expansion of your present typesetting system. Ship your copy over to us. We can turn it into high quality type overnight or over the weekend—without rush charges.

Because we want you to live long and prosper.

Logical?

GraphicType

• The typesetting needs of the many outweigh the profitability needs of the few •


Copy, Typography:
Supv. Art Director:
Medium:
Client:
Agency:
Year:
Keith Brenton
Lyndel Dean
1-Color Direct Mail on Heather Grey Stock
GraphicType
Cranford Johnson Robinson Woods
1985

(As the typographer for CJRW, I began to promote the in-house phototypography unit as a revenue-generator for the agency with a series of three direct-mail pieces to other local agencies, pre-press and print shops. At that time, digital typography was in its infancy and could only boast about 300 dots-per-inch definition. So we bought a new phototypesetter and promoted it with these flyers, parodying current science fiction films. That year we went from billing $60,000 to $120,000.)

249 Spring Street • Eureka Springs, AR 72632
wryterkb@gmail.com

About W. Keith Brenton

W. Keith Brenton is a retired communication specialist, minister and passenger train conductor, living and writing in the historic resort village Eureka Springs, Arkansas. He is the widowed adoptive dad of Matt and Laura, and Pop-Pop to one grandchild. He enjoys drinking the local water, but unfortunately doesn’t look any younger than his actual age.
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