Brady Palmer

For publishers that want to roll out new titles with thunder, fronting them with a heavy metal paper could be the answer. Used primarily to manufacture jackets and paperback bookcovers, metallized papers possess characteristics that more readily attract customer attention in the bookstore. Metallized paper is often specified by the publisher in order to create a dramatic, livelier affect. "We use it occasionally on a lot of sci-fi type books," says John Carbone, chief operating officer of Phoenix Color ( "Word Publishing, a religious group, also uses it quite a bit to enhance its crosses." Carbone says publishers may also choose the metal

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