Because of the magazine's strong affiliation with the outdoors, it would seem appropriate for editorial content to be complemented with posters and fold-out maps, Ebert adds. With a print partner like Publishers Press, the technology to produce and insert these types of items is well within the publisher's reach.
And, like so many other magazines, Texas Parks & Wildlife is cautiously moving toward computer-to-plate production. "Both American Color and Publishers Press are telling us we're ready, but we're not quite convinced," Ebert states. From an editorial perspective, digital is a no-brainer. Advertising is another story.
"Frankly," Ebert confesses, "from what I see right now, the cost savings of going CTP are not overwhelming." Yet, Ebert is not about to let the CTP revolution pass her magazine by. She sees CTP's inherent value and is hopeful that costs will come down. Until then, she'll continue to work with vendors to test CTP workflow.
"We are in the process of talking with (Publishers Press) regarding the TIFF/IT format," Gonzales-Acord notes. "We recently had a TP&W recap meeting … about (copydot scans) and TIFF/ITs—the next stage in the digital workflow."
For Ebert, maintaining the status quo is not an option: "It's really nice when publishers are adept enough at the technology to see where new developments can take their magazines," she says. "We'll always look for other ways to take advantage of new technologies."
-Gretchen A. Kirby