Wanted- Digital Ads
Linda Manes Goodwin, vice president of manufacturing for PC World Communications, San Francisco, has become a CTP crusader, speaking at recent industry events about her own efforts to implement CTP printing with her magazine, PC World, and actively soliciting digital ads from PC World's advertisers.
Linda Manes Goodwin, vice president of manufacturing for PC World Communications, San Francisco, had been watching the industry's progress with computer-to-plate (CTP) printing, and saw no reason to wait before forging ahead with it. So she asked her printer, Brown Printing, Waseca, MN, to tell her what it would take.
Why do you want to go CTP? Brown wanted to know, says Manes Goodwin. To save time and money, she answered. Brown responded by suggesting that PC World first establish a new digital workflow that would save time and money even as the company continued film output, but which would be in place when the company moved into CTP printing. And it would buy a little time for Brown Printing, which wanted to wait for a few expected enhancements to CTP plates and platesetters before investing in the equipment.
Manes Goodwin agreed. The new workflow, which involved bringing RIPping (using a Scitex RIP) and Iris proofing in house, was instituted. Digital files were to be transmitted digitally via telecommunications lines to the printer while Iris proofs would be shipped via an overnight shipping service. The first section to be converted to the new workflow was PC World's marketplace section, in August of 1996.
Next, in November, PC World began implementing the workflow for editorial pages, initially for about 20 pages per month and increasing as the workflow went smoothly. PC World ultimately realized a savings of 60 percent on its editorial prep costs—with much of the savings derived from changes in proofing procedures, says Manes Goodwin.