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Buyers should also be mindful of the ever-present cultural gap in the daily interaction with the printer, added Clark. Should a misunderstanding occur, he advised, "Don't panic immediately. Take a deep breath and (ask yourself), Is there another way to ask this question?'"
"An example of this can be often found in proofing," he offered, "where the printer may be talking in ozalids and press proofs while the (publisher) is asking for Cromalins, MatchPrints and bluelines."
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