This is a subject very close to my heart. I run a design business producing all manner of publications including magazines and brochures. I am the first to admit that I am guilty of letting more than my share of typos, spelling errors and plain old mistakes through over the years. However, I have accepted the consequences, and where possible, make system changes to prevent future disasters.
However, I am always dismayed when my clients will not get professional third-party proof reading. The reason inevitably is cost. In my opinion, the inevitable mistakes (and they are inevitable) diminish the work and value of the publications.
Does it affect advertisng buyers and subscribers. Yes. I buy a popular Australian magazine, currently with a major ‘Spitfire at 70’ feature. While I can’t quibble with the factual accuracy, any sort of proof reader or sub-editor would catch the litany of disasters in this current issue. One spread with numbered captions, actually omits a whole caption. Some of the text also abandons all known grammatical law. I’m probably not representative of the mag’s market, but it diminishes what is otherwise a ‘good read’.
I know how this happens, and it’s usually deadlines. Big documents are a work in progress right up until they hit the press, but consumers deserve better, and a dedication to reporting history needs a commitment to accuracy.
Rant over- hope this is taken in the spirit in which it was written.
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