Why Printing Choices Matter More Than You Think
You’ve poured your heart, time, and savings into your manuscript. You’ve revised it until the sentences sing and the design looks sleek. But now comes a step that too many authors rush through: printing.
Whether your book ends up looking polished and professional, or flimsy and forgettable, depends largely on how (and where) it’s printed.
That’s because printing isn’t just a technical step. It’s a creative and financial decision that shapes your readers’ first impression and your long-term success as an author.
If you’re handling self-publishing on your own, you’ll need to understand your options. Should you go with digital printing, offset printing, or print-on-demand (POD)? Should you hire a print broker or negotiate directly with a printer?
Let’s demystify the process so you can make confident, cost-effective choices.
Three Main Printing Pathways for Self-Publishers
1. Offset Printing: Traditional but Still Powerful
Offset printing is the grand old method of book production. It’s reliable, precise, and high-quality.
With offset printing, your text and images are burned onto a printing plate, transferred to a rubber blanket, and then “offset” onto paper.
The process involves creating plates and setting up presses, so there’s an initial cost and setup time. But the payoff is worth it when you’re printing thousands of copies. The more books you print, the lower your cost per unit becomes.
Offset presses come in two varieties:
– Web offset presses print continuously on large rolls of paper, ideal for long runs.
– Sheet-fed offset presses print on individual sheets, offering greater control for smaller or premium print jobs.
Offset printing is best for established authors, professional speakers, or anyone planning to sell in bookstores and in bulk.
The upside is you get exceptional print quality and the lowest per-book price on large runs.
The downside is the high upfront cost and overall expense. You have to print (and store) thousands of copies for this approach to pencil out.
2. Digital Printing: Speed, Flexibility, and Lower Risk
Digital printing presses work more like your office printer, except on a much grander scale.
Instead of the plates and blankets used in offset printing, with digital printing, the text and images are sent directly from a computer file to the press, then printed using toner or inkjet technology.
This means no setup plates, faster turnaround, and lower minimum order quantities. Digital printing is perfect for short or medium runs, from 50 to 10,000 copies. You can print what you need now, test the market, and reprint easily later.
3. Print-on-Demand (POD): The Ultimate Low-Risk Option
Print-on-demand technology lets you print one book at a time, literally. Your book is stored digitally, and copies are printed only when customers orders them.
POD takes the risk and hassle out of self-publishing. You don’t need to pay for storage, inventory, or large print runs. It’s ideal for new authors or those with niche audiences.
Understanding Print Runs: From Ultra-Short to Long
The number of copies you print at once—known as your print run—is one of the biggest factors affecting cost.
– Long Run (10,000+ copies): Ideal for established authors with broad distribution.
– Medium Run (2,000–10,000 copies): Suited to authors expecting steady sales over time.
– Short Run (50–2,000 copies): Perfect for launch events, conferences, or targeted audiences.
– Ultra-Short Run (<50 copies): Great for proof copies, review editions, or limited giveaways.
Finding and Working with a Printer
Printer or Print Broker—Which Should You Choose?
A print broker (also called a print manager) is a middleman who negotiates with multiple printers to get you the best combination of price, quality, and turnaround time. Brokers can be invaluable if you’re new to printing, producing complex books, or working on a tight deadline.
If you’re confident and experienced, you can contact printers directly to maintain control and possibly reduce costs.
If, on the other hand, you’re new to self-publishing, hiring a print broker can save you from costly rookie mistakes.
Requesting Quotes and Comparing Costs
When seeking quotes, provide printers with detailed specifications: trim size, page count, paper weight, color vs. black-and-white interior, binding type, quantity, and shipping destination.
Ask for quotes from at least three printers. Compare not only per-book cost but also shipping, setup, and proof fees. A responsive printer who answers questions clearly is often worth paying a little more.
Checking Quality Before You Commit
Always, always ask for a printed proof before approving your order. A printed proof shows you exactly what your finished book will look like: paper texture, ink saturation, color tone, and binding quality.
When reviewing proofs, check for paper feel, image clarity, color consistency, spine text alignment, binding durability, and cover finish.
The Hidden Costs of Printing
Printing is more than just cost per copy. Consider these additional expenses before you order: shipping, storage, fulfillment, proofs, and reprints. Budget about 20% more than your quoted printing cost to cover these extras.
Quality Control and Common Pitfalls
Even experienced authors can run into printing headaches. Common issues include uneven margins, pixelated images, color shifts, and weak binding. Always ask for a short press run before committing to a large batch. That’s the best way to catch small errors before they multiply.
Real-World Scenarios: Which Printing Option Fits You?
Scenario 1: The First-Time Author — Best choice: Print-on-demand or a short digital run of 100–200 copies.
Scenario 2: The Entrepreneur or Thought Leader — Best choice: Medium-run digital or offset printing (2,000–5,000 copies).
Scenario 3: The Established Author — Best choice: Long-run offset printing (10,000+ copies).
Quick Definitions Recap
Digital Printing: Prints directly from a computer file; fast and flexible for short runs.
Offset Printing: Traditional plate-based printing; best for long runs.
Web Offset: Prints on a continuous roll of paper for mass production.
Sheet-Fed Offset: Prints on individual sheets for precision and color control.
Short Run: 50–2,000 copies.
Long Run: 10,000+ copies.
Print-on-Demand (POD): Books printed one at a time when ordered.
Print Broker: A middleman who helps find the best printer for your needs.
The Smart Author’s Printing Checklist
Define your audience and estimate sales potential.
Decide how many copies you truly need.
Compare digital, offset, and POD options.
Request detailed quotes from at least three printers.
Review printed proofs before approval.
Ask about shipping, fulfillment, and reprint turnaround.
Budget extra for hidden costs and future runs.
Conclusion: Printing Is Part of Your Brand
Every aspect of your book—from the paper’s texture to the spine alignment—tells readers something about you. When you choose your printer wisely, you’re not just producing a product; you’re reinforcing your credibility and professionalism.
Treat printing as part of your creative process. A well-printed book says, ‘I take my work seriously.’
