Daly was fortunate. He always knew the printers with which he worked, and he always asked them to supply a contract proof for his final blessing. The proof not only acted as a contract, it encouraged dialog between designer and manufacturer, enabling each to point out problems before the files made it to press. He recalls his relationship with suppliers as open and honest. When it became evident that something went wrong because of a file preparation problem, they'd let him know and help him fix it.
Victor Basile, senior vice president/director of print graphic services, D'Arcy Advertising, ex-plains, "Studio and design staff need to be totally familiar with how to build files correctly, and as we move toward preparing file formats for digital ads in house, they will also need to know how to create and deliver files that work." How to address and improve the skill sets of any studio team is a tricky one, but Basile's given it lots of thought: "I think the short-term fix is to employ people from trade shops. However, long term, we send all of our Mac artists out for regular, extensive training."
-Eve Asbury (firstname.lastname@example.org) is senior vice president/director of print and digital production for Saatchi & Saatchi Advertising, New York City.