It's Not Easy Being Green
PPE: How would you describe your advertising base?
DM: Our advertising base is made up primarily of small, growing companies providing "green" goods and services. They range from publishers of environmental books to companies offering socially responsible investing options, phone services which donate to environmental causes, organic cotton (and hemp) clothing, health (and vegetarian) foods, green travel, recycled products, animal protection and environmental organizations.
PPE: Describe the publication's production staff.
DM: I am involved in large part at the editorial planning and art concept stages. I work with the other editors to plan out editorial, and I also think up many of the magazine's covers and illustrations. Aside from that, the magazine is art directed by All Caps of Westport, CT, a one-woman operation, basically, run by Carol Petro who used to art direct Connecticut Magazine and On Cable magazine. She works with us on a freelance basis and has been involved with us since our inception (and before the days of desktop when we were pasting down galleys of type). We write about a third of each issue in house and commission out the rest. We have a local photographer, and also work with several regular illustrators and a number of stock houses.
PPE: Outline the magazine's typical production workflow.
DM: We write and edit in an IBM environment, but then Carol converts it over to Macintosh. She is now also doing the scans. She sends final electronic files to a prepress house—East Coast Color in Hamden, CT—which provides the loose color, bluelines, a few Matchprints (we try to minimize to cut costs), and makes final film which they strip to a Cortron and send to our printer, Lane Press (Burlington, VT).
PPE: Are you interested in taking E CTP?
DM: I'm looking to go direct to plate ASAP. I've been waiting for Lane Press to get me their pricing which they are still working out. I visited their plant and saw all the facilities for CTP.