Change is Good, Ole
How appropriate that the design company behind Cambio, the magazine whose name means change in Spanish, recently announced a switch from QuarkXPress to Adobe InDesign and InCopy. The news magazine, a weekly devoted to business, technology and politics, launched in June 2001 to high expectations and loud media buzz.
Designed to be great
Expectations for Cambio are not by accident, but rather are owed to its impressive genealogy. The magazine is a joint creation of Mexico's Grupo Editorial Televisa, part of the world's largest Spanish-language media company and publisher of more than 45 magazines, and Nobel prize-winning author and journalist, Gabriel Garcia Marquez. Danilo Black, the design firm founded by media guru Roger Black and famed Mexican designer Eduardo Danilo Ruiz, oversees design and production.
When it has to look good, now
At a weekly magazine where aesthetics and efficiency are paramount, products that aid in achieving both are always sought after. And with Grupo Editorial Televisa having so many magazines under its umbrella, it is important that any new software they choose be poised to become the industry standard. When InDesign was recommended to them by Danilo Black, they heeded the advice based on their feeling that the software would be the standard of the future. That, along with the fact that "it was more powerful than what was out there on the market," was the reason for the switch, according to Arturo Jimenez, print media art director for Danilo Black. As Cambio was one of the company's newer ventures, the opportunity was perfect to begin using the new software.
Getting to know you
But the initial switch to InDesign was not without its snafus. "In the beginning, it was not 'oh, everything is beautiful.' Some of the designers were not used to the software and we had to train them," states Jimenez. Norma Ramírez Campos, senior design consultant for Danilo Black, elaborates, "One [problem] was with InCopy. They were still organizing the editing process and some stories just slipped through and weren't revised. We had some trouble with diagrams, too. Fonts were printed broken into pixels and with a low resolution. It was finally fixed when the types of files that caused the problem were identified and all adjustments applied." Jimenez notes that now that the designers are familiar with the software they are starting to see advantages in the editing process. He says, "Before designers had to go to another application [to make changes]. Now, they can do it in the same program." Editors are seeing workflow improvements as well. "InCopy is a very interesting system," reports Ramírez Campos. "For Cambio, texts go through several stages: first, the journalist writes a story. After that, the section editor revises the text. On the third stage, the story is proofread and goes to the last stage, where the head editor approves the content and story. InCopy can create a color code for each stage, making it easy for the editor to know what is the status of the story without leaving his or her place."