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BAR CODING FOR BOOKS
WHY BOOK PUBLISHERS SHOULD USE BAR CODES Bar code scanning is the fastest and most accurate way for retailers to collect the information they need about the products they are selling. Most major bookshops have now installed electronic point of sale (EPOS) systems with the result that they are able to increase sales and reduce stocks using the sales information they have collected via their EPOS systems. With the numbers of retailers installing EPOS equipment increasing annually, it is essential for publishers to bar code their books in accordance with the standards explained in this booklet. Publishers who do not bar code their titles could find major retailers refusing the accept a title- which could severely affect its sales. Publishers of all sizes will get direct or indirect benefits from bar coding:
A bar code is a rectangular block of parallel bars and light spaces, arranged in a particular format, to meet specific requirements. It is a conversion of eye readable information into machine readable form. Within the book industry, a bar code contains a book’s International Standard Book Number (ISBN), which is comprised of 10 digits (9 digits plus a check digit), with the option of including one other piece of supplementary information such as the price or stock code for in-house use. Following an agreement between the ISBN Agency and the International Article Numbering Association (EAN), the ISBN can be incorporated in the EAN-13 bar code. The prefix 978 has been assigned for use by the international book trade, at no cost to individual publishers, so that products can quickly be identified as books. The machine readable code is a structured symbol containing three main elements. The EAN-13 bar code forms the main par, with, below the code, an eye readable version of the 13-digit number, and, above the code, an eye readable version of the ISBN relating to that specific version of the publication. A publisher using a third party distributor should consider advice and comment from the distributor when selecting the most suitable bar code.
The Basic Symbol - ISBN in EAN Bar Code - Version
NR
The Expanded Symbol - ISBN and Price in EAN Bar Code - Version NK The expanded symbol includes the ISBN in EAN bar code and the UK price in a supplementary bar code. The expanded symbol is primarily for use within a publisher’s warehouse e.g. processing returns.
The identification of the currency prefix within the EAN is by the initial prefix of the ISBN which for English is either 0 or 1. The 5 digit supplementary encodes a price code. The three horizontal lines above the 5-digit supplementary symbol are an essential part of the symbol. they identify quickly and accurately to the user that it is a price code. Other Options Should a publisher wish to identify a variant for in-house purposes which cannot be defined by the ISBN, there are two options:
Version NF ISBN/EAN symbol with 5 digit supplementary for
publisher’s own in-house use. (These supplementary codes always start
with 9 within the range 90000-98999).
Version NT ISBN/EAN symbol with 2 digit supplementary code
for in-house significant features. The whole range 00-99 is available
in this application.
The International Standard Book Number system is used world-wide to give a book, and any specifically related material, its own unique number to facilitate bibliographical recording and prevent errors in ordering. Publishers can only obtain ISBNs from an ISBN agency. The ISBN is a 10 digit number which consists of
four standard elements;
In 1980, as a result of activity by the Machine Readable Codes Working Party, agreement was reached between the international Article Numbering Association and the international ISBN Agency to assign a specific 3 digit prefix to the ISBN systems when creating an EAN. The prefix 978 was reserved for use by any publishing organisation. The ISBN/EAN code and symbol provides the ability for scanning equipment to recognise the product as a book (prefix 978) and incorporating the first 9 digits of the ISBN into the code to identify the unique book on which it appears. Converting the ISBN into the EAN 13 code is achieved by the bar code manufacturers keying in all 10 digits of the ISBN. The computer software then creates EAN in 4 steps as follows:
N.B. There is a useful calculator for EAN check digits on the ANA Internet site: http://www.ana.org.uk/ana/calculators.htm SIZE AND LOCATION OF THE ISBN/EAN-13 BAR CODE The size of the ISBN/EAN bar code is dependent upon the version used and magnification. The nominal magnification is referred to as 100%. Print techniques like letterpress and lithography may produce sufficiently consistent symbols to allow for the symbol magnification to be below 100%. The smallest allowable size is 80% magnification but this greatly reduces the print tolerances available and should only be considered where space is at a high premium. Some retailers refuse to stock products with EAN bar codes at less than 100%. Flexography and silk screen processes may require symbols to be magnified greater than 100%. The maximum size symbol is at 200% magnification. Truncation The height of the bar code is an essential aspect to ensure that it can be scanned first time on all types of scanner. Truncation - shortening of the height of the bar code - should be avoided. If there is a real need to truncate the symbol, this should be kept to a minimum. Positioning of the Bar Code The preferred position for the ISBN/EAN-13 symbol is the bottom right-hand corner of the back of the book cover or jacket. The same ruling also applies to slip cases, boxed sets, paperbacks, books with printed covers and directly printed labels. If an EAN bar code on an adhesive label is being used to cover an existing bar code, the old bar code must be completely obliterated to avoid show-though causing problems when the new bar code is scanned. The preferred position assists speedy operational use in bookshops or warehouses since staff can rely on finding symbols in one standard position. As the symbol must be situated on a smooth surface, it is recommended that no part of the symbol and light margins should be closer than 6mm to the edge of the wrapper/cover, or the crease where the cover is shaped over the spine. The light margins to the left and right of the symbol (defined by the corner marks on the film master, but usually excluded at the artwork stage) are vital to ensure that the bar code is scannable, shrink-wrapping does not normally present problems when being scanned. If in Doubt Useful sources for technical advice on print quality are film master suppliers and experienced printers. Bar codes must be printed to the standards specified to ensure that they read properly the first time they are scanned. The ISBN/EAN symbol can be printed by any of the conventional printing methods e.g. letterpress, litho, flexography, silk screen, photogravure etc., providing that the requirements of the printing process selected are allowed for in the manufacture of the symbol. The most satisfactory way for a publisher to obtain a good clean image for printing a bar code is to use a film master of the ISBN/EAN symbol for a particular title, which can be incorporated into the cover or jacket artwork. The film master is a piece of line film on which the symbol has been plotted to an extremely high degree of precision. Printing processes cannot produce perfect and identical impressions. In relation to bar code printing there is a tendency for lines to be printed slightly wider than shown on the original and for the width of the bars to vary between successive impressions. This can often vary considerably depending on the print process. The Role of the Film Master The film master process has been designed to overcome these problems. For example, bar width reduction can be applied to the bard during the process of manufacturing the film master to compensate for print gain so that the printed symbol achieves ideal dimensions. Magnification of the symbol increases the print tolerances available and can therefore ensure that the range of variability in a print run is within the print tolerance. Film masters are produced by specialist suppliers who use specific software to ensure a high quality of symbol production for the book trade. Ordering To order a film master the supplier will need the
following information.
The basic details should be provided by the publishers, the print related parameters may require liaison with the printer and film master supplier. To order a film master, a publisher will need to supply to the film master supplier the following information:
ii) Quantity is generally expressed in the form of a 2-digit number (e.g. 01, 02....99). NK - ISBN/EAN symbol with 5-digit encodation NF - ISBN/EAN symbol plus 5-digit supplementary code NT - ISBN/EAN symbol plus 2-digit supplementary code If versions NK, NT or NF are being used, the supplier will need to have exact details. Remember that:-
This information, which is used purely to ensure that the correct code appears on the book should be deleted prior to printing, as should the film corner marks. The alternative to printing the symbol directly onto the book or book jacket is an adhesive label generated from either:
The adhesive specification used for labels must also meet a publisher’s requirements. For example, some publishing houses may require permanent labels for their books while others may need peelable labels e.g. for gift books. Directly printed labels can be produced in a variety of layouts and presentations including the production of sheets and reels, special cartridges to fit applicator tools, or even as part of a production line combined printer/application system. Ultimately, however, it is what is printed on the label that is crucial, and quality controlled origination processes are therefore vital to ensure that the label is scannable. The Machine Readable Codes Working Party offers the following advice regarding the graphic structure and layout of directly printed symbols:
IN-HOUSE PRINTING OF BAR CODES Some publishing companies may possess or have access to computer-related facilities that could be used to produce bar codes. Most dot matrix printers are not suitable for printing bar codes. The techniques most likely to meet the exacting requirements for the ISBN/EAN-13 symbol will be thermal transfer and laser printing. Durability of the mage is also a deciding factor when selecting a system. The symbol should be capable of lasting for approximately two years ad be able to withstand up to 10 scans. Some direct printing processes may not be able to offer these standards, while others may be affected by handling and exposure to ultra-violet light and by electronic scanning equipment.
Publishers who decide to use a specialist bureau service must ensure that the supplier is not only aware of the standards and recommendations set out in the publication "Machine Readable Codes for the Book Trade", but is also able to meet the printer/publisher’s requirements.
All scanning of printed images, including human vision, works by light being absorbed and reflected by the colours in that printed image. The first point to appreciate with bar code scanning is that the scanner perceives colours differently from the way that they are seen by the human eye. EAN bar codes are scanned in the orange-red area of the light spectrum, and the bar codes must have sufficient contrast at this wavelength. This means that colours which are perceived as dark to the human eye can be light to a scanner and vice versa. Reference to the ANA Bar Code Colour and Size Guide illustrates that colour combinations have to be chosen correctly. For absolute precision, there is no alternative but to carry out reflectance and print contrast measurements under the EAN Specification. However some simple guidelines can be stated:
PRINT-RELATED PARAMETERS To specify print-related parameters correctly, required some knowledge and experience of bar code printing. Many publishers are not expected to have this knowledge, and so should liaise with the printer of the cover or jacket and the film master supplier. The following explanation is given to explain the significance of these parameters.
Magnification can be set between 80% and 200% of the nominal size, but wherever possible minimum magnification should be avoided to prevent scanning problems, see page 6. Appendix
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© Center for Publishing Development, 2000
Oktober 6. Str. 12. 1051, Budapest, Hungary
phone: 36 1 327 3014 fax: 36 1 327 3042
e-mail: cpd@osi.hu
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