Brad Walrod is the typesetter who set the U.S. editions of the Harry Potter books. He runs High Text Graphics, Inc.
How did you get into typesetting?
I started in the field thirty years ago marking up display ads for yellow page directories and a few years later started working on books.
Have you always been with High Text?
High Text Graphics is the name of the company I started twenty years ago, first as a sole proprietorship and then as a corporation. Before that I worked for a couple of traditional typesetting shops.
Tell us about working on the Harry Potter books.
Because of the nature of the books (specifically, all the hoopla), this was the only project I’ve done for which I had to work onsite on the client’s computer. Security was tight and legal contracts had to be signed.
Because the text was keyed by a British author, the pre-processing had some specific challenges, not the least of which was converting British-style quotation marks to American-style ones. For each book I worked on, I tweaked my translation tables (search-and-replace settings) to automate more of the things that I performed manually in a previous title.
I had to be precise with each book’s cast off because even though I was doing it months before production started I learned early on that the number I initially provided would end up being included in press releases and on Web sites within a week.
Just out of curiosity, why did you choose Adobe Garamond for the HP books?
I didn’t choose any faces: The series designer (Becky Terhune) may have chosen Adobe Garamond, or that may have come from the art director (David Saylor). In any case, it’s a beautiful typeface and I was happy to use it.
What kinds of things are you working on now?
I work mostly on college textbooks and reference works such as encyclopedias; I like large projects that I can automate (to some extent) and work on for weeks at a time. I make good use of the various XTensions available for QuarkXPress and plug-ins for InDesign.
What have some of your favorite projects been?
Berkshire Publishing’s Libraries We Love and China Gold are two recent favorites.
What’s your process? How do you usually tackle a project?
I generally convert formatted Word files to coded text files (think: XPress Tags or InDesign Tags). Then I write a translation table containing GREP search-and-replace strings to “massage” the text so that it can be imported in a way that necessitates as little manual formatting as possible.
This means that each paragraph has a style callout; discretionary hyphens have been added in front of words separated by dashes (hyphens, en and em dashes); and all extra spaces, tabs, and returns have been eliminated. This allows me to concentrate on the layout once the text has been imported into XPress or InDesign.
It’s not uncommon for me to use libraries for artwork so that I can drag the art from the library onto the page without having to constantly deal with dialogs. If there are fixed relationships related to the art, such as the distance between a a photo frame and its caption, I often use the free AutoFit plug-in for InDesign to set up those relationships; this allows me to cut down on the time it takes to get all the pieces aligned and consistent when experimenting with the layout.
More often than not, I provide a client with lo-res PDFs for proofing and once the job is completed I send press-quality PDFs directly to the printer.
What do you think about the current state of the publishing industry?
I’m cautiously optimistic. I believe that textbooks will always be needed, and I sense that my clients, at least, still care about the look and usability of their titles. I’m concerned that some of the mega-corporations are trying to squeeze every bit of profitability out of their vendors and I just won’t work for those types of clients.
And I don’t want to see the titles I work on need to be simplified to the point that they’ll work as e-books, although I’m interested to see if e-books advance to the point that they can support both good design and increased functionality.
Favorite books/authors?
I’m a bit of a science fiction geek, and when I want to read something with big ideas I often reach for a Greg Bear novel. For whimsy, you can’t beat Spider Robinson’s stuff. Light mysteries from Sue Grafton are also a favorite.