When Dwell began preparing its 2003 media kit, Welker Jurgens had the PDF workflow in place. Ad specs were changed to require TIFF/IT-P1 or PDF/X-1a, with PDF/X-1a preferred. Native application files will not be accepted. Advertisers who submit film face a charge for copy-dot scanning.
The strong-arm tactics worked, and have benefited both Dwell magazine and it's advertisers. "It's been over a year since I last received film," she says. Dwell reports no reduction in ad placements, despite initial concerns that mandating accredited digital file formats would discourage advertisers. In fact, the opposite occurred: Virtually all the magazine's advertisers have moved to accredited file formats, Welker Jurgens says.
Digital ads arriving at Dwell's production department are preflighted using Markzware Software's Flight Check and Rorke Data's TIFF/IT eyes. Those that pass preflight inspection are forwarded to the printer. Included is a report that provides information on how the file was created, preflight results and positioning instructions.
Demanding accredited file formats has cut the cost of processing application ads from $70 for native files to $20 for TIFF/IT-P1 and PDF/X-1a, Welker Jurgens says.
That added up to a big part of a $100,000 savings due to production efficiencies which the magazine enjoyed in 2001.
Condé Nast's The New Yorker Imaging Center is also moving towards accredited standards, although not as aggressively as the folks at Dwell. The imaging center is adopting PDF/X-1a, paving the way by establishing a so-called "true PDF" workflow. They're working hand-in-glove with The New Yorker's printer, R.R. Donnelley, Danville, Ky.
"[PDF/X-1a is] just the way things are going to be," says manager Captain. "Our initial concern with CTP was with the small-space advertisers. When we went digital, we accepted [non-accredited] files. As a result, we spent a lot of time handling digital garbage."
That meant the imaging center was forced into the role of prepress supplier to small-space advertisers, assuming cost and responsibility for alterations to problem files.