Inside The Equiery - Literally, continued
through a software system that places each ad and piece of fi nished editorial onto each page as blocks; each block is colored and coded to coordinate with individual ads and editorial. T e staff then receives a preview of the magazine which literally looks like colored building blocks on a page. T e staff reviews these thumbnails of color blocks to make sure that all ads are in the book, that competing advertisers are not next to each other, and that there is a good balance of editorial vs. advertising content. Once the staff approves these thumbnail pages of colored blocks, T e California Horsetrader “fl ows” the book: a computer software program pulls in the actual ad or editorial based on the previously coded color blocks. And voila, the book is built. T is fl owed version, with each ad and
editorial in place, is then printed in the offi ce and put into a three-ring binder to mock up the experience of fl ipping through a magazine. T is version is then proofed to confi rm fi nal design of the entire issue.
Going To Press
Heidi O’Hara and Nancy George of Frederick News Post
Right before printing, we notify FNP of the preferences for our issue, such as number of pages and the number of books needed so they can prepare to print our publication. Before sending the fi nalized product to print, each staff member looks over the pages, proofi ng one more time. Once the issue has left the hands of T e Equiery offi ce, FNP customer service representative Heidi O’Hara ensures that the printing of the magazine follows T e Equiery’s
secured publication schedule, decided a whole year ahead of time. All page fi les are sent to FNP where Heidi’s fellow staff member Eric Fogle, the commercial printing administrator, looks over them to make sure they arrive correctly and if not, ensures that formatting corrections are taken care of. Final online proofs are viewed by our production
manager and managing editor Katherine and by advertising sales manager Tracy, where a mutual stamp of approval starts the process from online fi le to newspaper print. Each page is printed onto large “plates,” sheets of aluminum that contain each page’s image. Each color is plated separately, following the order of black, then blue, magenta, and fi nally yellow. A camera within the plating section of the web press reads registration marks (an assortment of dots and dashes) for each page, which defi ne what colors are to be applied to each page. Depending on the number of magazines printed for bulk shipping or pick- up for placement in stores, plates are changed to leave room for a shipping label on the front cover. T e process of plating is the reason that it is crucial to eliminate mistakes beforehand, because once the plate gets the image pressed onto it, a change is irreversible, and making a new plate is pricey. After the pages are
printed, they are moved along the web press to be folded and stitched,
A new (left) and used (right) plate continued...
LIVIN’ THE GOOD LIFE
SERVING THE EASTERN HALF OF THE U.S.
for any equestrian building.
Call us today for a free quote—we want to help you turn your dream into reality!
CALL FOR A QUOTE!
WHAT IS YOUR DREAM? 24 | THE EQUIERY | SEPTEMBER 2016
570.726.3103
dreambuildingsllc.com
800-244-9580 |
www.equiery.com
905104-160916
Sara Gordon
Sara Gordon
905165-160916
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88
