Greg Santini

Competition in the book market is often fierce, and many book designers opt for foil, metallic, UV coating, or new or unusual substrates to set their titles apart and attract consumers. The challenges in committing to such innovative techniques are often difficulty, cost and production deadlines—using alternative materials can be more expensive, more complex to produce and more time-consuming. What it often comes down to is: Will the potential added time and expense translate into additional sales for this specific title? Some considerations publishers have to weigh before adding extras are the prestige of the author or project, the quality of the project

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