Desktop publishing has been with us for almost twenty years now. It has been a blessing to small businesses, allowing individuals to create at home what previously had to be ordered from printing presses or copy shops—brochures, newsletters, business cards, coupons, calendars, even small publications. Before you jump into the world of desktop publishing for your small business, however, there are some things you should be aware of. Not all desktop publishing software or printers are created equal, and of course the more fully featured and robust programs are more expensive. This article will give you a quick overview of what to look for when setting up your home printing shop.
There are two basic components to setting up a home print shop: first, the desktop publishing software, and second, the printer and paper stock. As a general rule, when buying equipment for your home press, it is a good idea to invest in the more expensive, more advanced equipment rather than whatever is cheapest. If you try to set up a home print shop on the cheap, you will quickly bump up against frustrating limitations, and may even end up having to buy the more expensive equipment anyway.
Desktop publishing (DTP) software is essentially page layout software, allowing you to place headlines, images, and columns of text exactly where you want. As with any software, there is expensive high-end version, midrange cost and quality programs, and cheap low-end versions.
The top high-end DTP software is currently a close race between Microsoft’s Publisher and Adobe’s InDesign. Adobe’s InDesign is a professional-level DTP program with many advanced features, time-saving devices, and a clean interface. It can be purchased separately, or as part of a creative suite along with Adobe’s Acrobat, Illustrator, and Photoshop. Its advanced features assume a professional-level of prior knowledge, however, and there is a steep learning curve in using it. And with a price tag from $400 to $950, it may be way more power than an individual or small business user needs. Microsoft’s Publisher is also flexible and robust, and integrates seamlessly with other Microsoft Office products (a big advantage). As always, Microsoft tries to combine advanced features with a clean, simple, and intuitive interface, and is more user-friendly for the novice user than InDesign. Priced from $150 – $200, this may be the most affordable option for a small business needing a professional-level tool.
In the middle range, Borderlund’s Print Shop Pro Publisher stands out as the best value for the price at around $40 to $70. Although not as fully featured as InDesign or Publisher, the features it’s missing are the ones an individual or small business probably wouldn’t use anyway. Filled with point-and-click wizards and tons of ready-made templates, it is much more user-friendly for novices while still being fairly flexible and advanced.
Finally, there is Scribus, an open-source Freeware DTP program for Windows, Mac, and Linux. For a free program, it is surprisingly full-featured. It is designed for a professional market, and has more than enough for a small business. Its main drawback, however, is the same as InDesign: it is not the easiest to use and includes a steep learning curve to take advantage of all its features. Still, given its price, it makes a good program for temporary use until you can spare the money for a more advanced program.
Finally, don’t skimp when buying a printer. The average printer is designed for home office use, and can handle standard 8½ x 11 printer paper, envelopes, and little else. If you plan on running an amateur print shop for your small business, you’ll need a much more flexible printer. Make sure any printer you buy can handle paper sizes at least up to 17×11, and thicker papers (such as card stock or glossy photo paper) without jamming. These are the basics, but features such as a large color depth and high page-per-minute print speed are bonuses, especially if you plan on printing copies in the hundreds. Ideally, you’ll want to purchase a large laser printer of the type found in corporate offices. Although it may be a large initial investment, it will save you time, money, and frustration in the long run.
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