CFO Magazine, Beyond the 'Business Silo'
"CFO Europe is printed and bound by a company in the north of England, using both web litho and reelfed sheetfed presses," says Allen Fisher, production manager for CFO Europe. "A complete CTP/PDF setup using Agfa Apogee workflow and XCaliber hardware incorporates the full-ended Prism and Technique [management information systems] they have in place throughout the site."
As for file transfer, Fisher says, "Data is currently transferred by FTP, but we have just joined forces with a London-based reproduction company to supply data via a personalized Web-based CMS [content management system], using WebNative. In addition, the printers are upgrading their PDF workflow to ApogeeX enabling online proof/ approval/reporting, job ticketing and other JDF [job definition format] abilities."
CFO Europe staff supplies high-resolution Cromalin proofs (accredited by the Periodical Publishers' Association) to the print site, and receives low-
resolution PDFs via FTP for a final check.
"File sharing [advertising and editorial] between editions tends to be a
mixture of e-mail, FTP and IP [Internet protocol] server linking, although we are hoping that the CMS we are working on will become the preferred file transfer method in the future," says Fisher.
Webcasts Reach Those Busy, Hard-To-Reach Readers
CFO found another avenue for advertisers to directly communicate with its increasingly hard-to-reach audience while conducting its first Webcast in 2001, according to Andreas Droste, the general manager of CFO.com. The Webcasts provide CFO's advertisers with an experiential way to reach the audience that offers a dialog not possible through print or banner ads.
CFO provides a moderator and industry expert and coordinates the virtual meeting, which can include up to four speakers. Advertisers come up with the topic and pay for the broadcasts, according to Droste.
"The Webcasts are very issue-based and focus on providing solutions," says Droste, adding that satisfied advertisers have sponsored multiple Webcasts. Archiving the Webcasts so that CFOs can listen at their leisure increases the sponsors' return on investment, he says.