Grumpy Old Man Production Artist Rants from the old man, sitting in the corner, cursing under his breath.

The Lowly PA

This is in response to a discussion group for Print Production Professionals. This guy was bummed cause he's having a hard time getting a print production job that isn't considered an entry level position with low pay. But if he does interview, they think he's a little nutty for his choice of profession, I suppose, at his age.  Anyway, read on ...

I agree that getting respect as a production artist is a hard thing to come by. Everyone thinks you're an under-achiever because your not interested in being a designer. The thing is, you have to have a certain aptitude to be a good designer (or production artist for that matter). Just because you know the Adobe Suite doesn't mean you can layout a well designed ad or come up with a good marketing concept. I've seen way too many weak projects come through the print shop in my earlier pre-press days that left that idea ingrained in my mind.

An Art Director told me years ago to pursue what your good at and I happen to like doing pre-press, color correction, retouching and compositing. I think the main trick is to try to get in somewhere where you are respected for what you do. You only have to save the day once or twice for others to see your value and worth to the team. That doesn't mean you will get paid well for it....

I am also seeing a trend in the smaller agencies these days. They are having their designers do their own production. When I talk to some of these guys, they are hating it. Their minds are not geared to the technical side of things and they would rather play with their "crayons and pencils" as I like to say and have someone else worry about the details. I guess the savings is in not having that extra salary to pay. Besides in this "I want it now" day and age, the project gets pushed through even faster and with less billable time attached to it. So what if the quality is lower, it's all about the "good enough" revolution, but that's a different subject all together.

For me, the best way to proceed with my same job title in these times is to add web production to my resume. Basically that means learning Dreamweaver and maybe Word Press to start. If you have good Photoshop skills there is a very prominent cross-over to web production. It is also very detailed oriented and satisfying when you see the finished site. You also have to have good trouble shooting skills.

Anyway, this discussion is one that goes on even in good economic times. The fact that people treat you as a peon is just part of the job description, but hey, it beats sitting in hour long meetings with a client you despise listening to their lame ideas with a smile on. And many times when the ADs have to work on a new business pitch over the weekend, I'll be getting lines in that fresh powder. Who really wants to have their whole identity fit the lame stereotype of CD anyway. Not me. Life's too short.