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The Perfect
Solution is Perfect Binding
The late
industry expert Dick Gorelick once conducted a
study of the impact of
binding on the way users perceive value.
The Gorelick study was
magnificent in its simplicity. He examined two monthly magazines, National
Geographic and Smithsonian. These two publications were perceived
by readers to both be of very high editorial quality, and treat upon similar
subject matter. Reader demographics are similar.
Since almost
everything about these magazines seems equal, it is surprising to find out what
readers do with old issues.
Old copies of National
Geographic, a perfect bound publication; are frequently
found in garage sales, basements, and libraries. As for Smithsonian, a
saddle-stitched booklet, readers throw the magazine away with impunity after
reading it.
Yes, the only difference is binding. Readers, who pay a
good buck to subscribe to both magazines, view the adhesive bound National
Geographic as a book, to be saved, shelved and shown off.
The stapled Smithsonian is perceived as a booklet, meaning it is to be
perused and then discarded. The only difference is the use of stitch wire
instead of glue for binding.
And what a difference that makes! This
simple choice in the binding of your publication,
technical newsletter or catalog, makes the
difference between your piece being discarded the day after it is received, or
kept on a shelf for easy retrieval and future reference.
You would
expect to pay more for such a benefit, and you will, unless you use Copresco
for your printing and binding. In many cases, perfect binding
at Copresco is often less expensive than less elegant binding methods. You can
have your cake and eat it too.
After all, what good is cake if you
can’t eat it?
Steve
Johnson, President
Copresco |
