Technology Travel Log
While Montana Magazine's site is graphically intensive, Magley hopes to provide instant gratification to its visitors by ensuring that no image will take longer than five seconds to download. "We don't need to be interactive or have animation," Magley adds, "because the magazine isn't like that. It's not who we are. We try to show who we are, so that we can inspire people to go to the magazine itself."
Takes money to make money
Adopting new technologies on a limited budget is undoubtedly the biggest challenge faced by many regional publishers. "If you're producing a magazine for 10,000 people versus a million people, you have to go through the same production steps. But it's the budget that, of course, is an issue for regional publishers," notes Richard Royer, publisher of Chesapeake Bay magazine, Annapolis, MD, and past president of the International Regional Magazine Association (IRMA).
"The regional magazine is faced with the problem of having a relatively small circulation and as production costs—paper and printing—accelerate, we don't always have the ability to raise advertising rates accordingly," Cohen agrees.
Saving money at Cape Cod Life meant bringing prepress in-house, according to Cohen. Since moving the publication to computer-to-plate, it made sense for the publisher to take control of the scanning, preflighting and proofing functions typically done at the prepress shop or printer level. By modifying workflow to allow the prepress work to occur at the publisher level, Cohen saves a considerable amount on outsourcing to a vendor.
Linda Lockhart, art director/production manager, Alaska magazine, adopted a similar philosophy for her publication—go digital.
Working with World Color Press, Dyersburg, TN, Alaska is beginning to test CTP, with a portion of the September issue slated for digital production. An ISDN line will be installed to facilitate the transfer of the digital files to the printer's digital facility in St. Louis, where preflighting will be the primary task.