A Family Affair

Advertisers remind me of my dear Aunt Betty. In many respects, she was kind to me, taking me to FAO Schwartz for each birthday, allowing me to pick out anything my heart desired—no matter how expensive. At other times, she was demanding and exasperating, but who could blame her? If you knew what it was like to live with my Uncle Bill, you'd understand.As I grew older, I came to appreciate her idiosyncrasies, and I learned to treat her with the respect she deserved.An extended familyPublishers should think of their advertisers as part of an extended family. Just think of what they help you accomplish: They provide revenues for your titles, and they add value for your readers, as well.Without advertisers, most publications wouldn't exist, and publishers should recognize the importance of fostering long-term mutually beneficial partnerships with the advertisers, their agencies and their production suppliers. They should all be treated with the respect and understanding they deserve—just like Aunt Betty.Changing the relationshipWhen publishers make radical changes—like implementing new workflows or digital technologies—I recommend proceeding with care. When converting to a digital ad workflow, asking your advertisers for files rather than film also requires a cautious and patient approach. Here are some suggestions to consider:-When determining your digital ad specifications, select file formats that are accessible to your advertising base.-Explicitly define your digital ad specifications, and make sure that all elements in your workflow are carefully tested by your production department, your prepress providers and your printers. Develop a step-by-step guide that includes file requirements, processing procedures and necessary contact information for those taking part in the workflow.-Send a letter to each of the advertisers and agencies with whom you work, advising them of your intention to go digital. This notice should be sent several months in advance, to give them time to digest the information and ramp up accordingly.-Follow up by sending your digital ad specifications to your advertisers and their agencies.-Give your advertisers the personal touch: Place a phone call to each advertiser or agency and explain why and how you've chose your digital direction. Reiterate that you're no longer accepting film, but instead ask for digital files prepared to spec, as well as a contract proof made from the ad file itself.-If you are requesting PostScript or PDF files, offer resources and tools that will help them make better files—i.e., print drivers, PPDs, and job option settings.-Whenever possible, specify industry-approved standards such as TIFF/IT-P1 and PDF/X-1. The DDAP (Digital Distribution of Advertising for Publications; www.ddap.org) offers a universal PPD, as well. -Offer precise instructions for transmitting files via a service, the Internet or e-mail.-Be sure to explain quality-control procedures for ensuring that the processing of files is as safe as the processing of film.-Offer to test their files before going "live."-Finally, before the close of each issue, I recommend calling your advertisers to remind them that you are expecting digital ad materials. Reaffirm your digital ad specifications, and remind them to submit a companion contract proof created from the file itself.Kindness mattersTake good care of your advertisers. In the end, we all have the same goal: printing a great publication that serves the reader's needs and makes them want to come back for more. Just like your own favorite aunt, you'll want your advertisers to be in your life as long as possible. -Linda Manes GoodwinLinda Manes Goodwin, a digital workflow consultant, is an evangelist for CTP; she specializes in optimizing digital print production workflows.

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A Family Affair

Publishing Executive Staff

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Publishing Executive Staff