In an unusual collaboration, Phoenix Color's Rockaway Division, which specializes in multicolor illustrated books, recently teamed up with an Asian printer to offer its customers the option of manufacturing a book either overseas or domestically, on a printing-by-printing basis. A publisher needs only to decide its priority: lower unit cost by using its Asian option or faster delivery through its domestic facilities. At this point, there are 52 titles going through Phoenix Asia, and the printer is enthusiastic about the venture's progress and potential.
Thanks to considerable attention to detail, books printed at Phoenix Rockaway and at Phoenix Asia look alike: all prep work is done at Rockaway, regardless of where the book is printed, and most materials and equipment are the same. Files are kept in both New Jersey and Asia. Just recently, Phoenix Rockaway found a common and readily available paper sheet that both companies like, so the paper is the same, too. As a result, if you compare a copy of Sandra Boynton's bestselling Philadelphia Chickens (Workman) printed in New Jersey to a copy printed in Asia, there is no discernible difference to the consumer except for the "Printed in China" line on the copyright page.
"We're not the cheapest Asian printer—we're not a broker—but we are the most flexible," said Sam Gallucci, chief operating officer of the Rockaway division, based in Rockaway, N.J. And flexibility is a big advantage in today's marketplace. For example, with Philadelphia Chickens, the first three printings took place at Rockaway and the fourth and fifth printing were done overseas at Phoenix Asia, but then came a rush order, so the sixth printing was handled at Rockaway—and was in the marketplace before the fifth printing landed. Philadelphia Chickens now has 284,000 copies in print, and a seventh printing is in the works at Phoenix Asia. According to Doug Wolff, production manager at Workman, the transition has been seamless: "The only thing I've had to do differently was to write 'Asia' on the purchase order." Gallucci added, "This is a perfect example of a blended print run. It enables our customers to be opportunistic and flexible."
According to Gallucci, the program was inspired by observation and analysis of customers' business patterns. "A good portion of the books would start their life cycle overseas, then we would handle the reprints," he said. "We used to get finished books and film to match from, then spent a lot of time color correcting, with proofs going back and forth. Then we wondered, why can't we offer it all?"
Last July, a small group from Phoenix Color traveled to Hong Kong touring printers and found an Asian printer of quality with no significant U.S. presence in the children's market. The two printers then spent a lot of time calibrating and testing, but eventually they had a match.
Gallucci stressed that global sourcing is available to Phoenix's customers at any time; no sign-up is required, and choices can be made from one printing to another. Phoenix Rockaway sales and customer service teams handle all coordination and communications, one of the reasons that the company does not publicly name the Asian printer. "To our customers, this program is an extension of Phoenix Rockaway," said Gallucci. Live job status tracking, now available to customers online for domestic jobs, will be available soon for Phoenix Asia titles as well.
