Like most regional publications, Philadelphia Magazine aims to capture the unique spirit of its hometown. Covering the city's dining, shopping, politics, real estate and nightlife for a sophisticated readership, the monthly magazine is widely considered the authority on the City of Brotherly Love.
"There are a lot of wonderful things going on in Philadelphia," says Philadelphia Magazine's editor-in-chief, Loren Feldman. "We try our best to cover all those things." And while the magazine's editorial staff keeps pace with the beat of the city, production is busy keeping up with technology; they've recently converted to CTP production.
The decision to go digital was hardly spontaneous. For years, in fact, the magazine's printer, Fry Communications urged the magazine to abandon analog workflow. "We were trying to keep up, and we wanted to discontinue that method," says Terri Hartlaub, account administrator for Fry. "We really wanted to help our clients see the advantages to be gained from going digital."
Philadelphia Magazine, however, took the scenic route to its digital destination. "We were aware CTP was the industry trend," says Deborah Cassell, production director. "And we knew there were still a lot of improvements to be made, so we eased into it. For us, it was a slow transition."
After a few years of preparation and conversion, the magazine is, at last, completely digitally produced. And while the digital conversion has proven cost-effective, some have yet to hail its time-saving capabilities. "Overall, we may find we are saving time," says Chris Veneziale, the magazine's production coordinator. "But, on the other hand, we are currently taking a lot of time looking through files to make sure nothing is wrong. It takes more time than before, when we were simply looking at film."
Cassell reports the CTP print results have been fantastic. "There's absolutely a difference," she says, "The magazine looks cleaner, and has much better resolution now."