The second edition, Spring issue, of the JCP newspaper promotion is making it's way near and far to local, national, and international mailboxes. Feedback is once again positive; validating the time and resources committed to our four part promotional endeavor. The call last winter from Holly Stuart Hughes, editor at Photo District News, to inquire and feature our first edition, Fall issue, was a pleasant surprise not to mention a very nice write up in the March 2012 issue.
With the first newspaper under our belt, we approached this latest edition in a similar fashion implementing a few adjustments at the outset before the initial proof came back. The slight tweaks resolved a few obstacles, mainly around color, resulting in a more refined product right from the start; streamlining the process all around. Two proofs later, followed by a visit for the press check, we crossed our fingers awaiting initial emails and calls to confirm mailboxes and creatives were receiving this visual summary of our past 4+ months of shooting.
Once again ECM of Princeton, MN was the company that handled the printing. As the local printer of the New York Times we felt a level of comfort that they were a likely solid route to collaborate with. While our projects are much heavier on photographs than they typically work with, they worked to the best of their abilities to match the proofs that we had approved. Chasing color isn't easy on press, especially when working with newsprint. At the outset, the somewhat challenging issues of color and contrast were something we embraced. The slight shifts in color seem to work nicely with the overall look and feel of a promotion of this type.
We brought a camera to the press check and shot a short video sequence of the project running at full steam. It's a pretty amazing process to witness four to five guys running around, grabbing papers off the line, pushing buttons, checking color / density of ink placement, as well as print registration. The short video below gives a sense of how things came together on the big day for the Spring edition.
Special thanks to Eight Hour Day for their involvement with the design and layout as well as Eric Schleicher for his work on the behind the scenes video edit. We hope you will take a few moments to share the excitement as it comes alive and hot off the press…