Wanted- Digital Ads Addendum
Shifting over to a RIP-once digital workflow involved a great deal of training at PC World: Bringing RIPping and proofing in-house meant that Linda Manes Goodwin, vice president of manufacturing for PC World Communications, San Francisco, and her staff had to learn to handle tasks such as preflighting, PostScripting, RIPping and proofing files.
Manes Goodwin is convinced that computer-to-plate printing is where the industry is headed because it improves quality. While her determination is one factor driving her conversion forward, she also points out that she has felt able to achieve it because of the competence of her staff—especially in working with computers and software. For example, the company has been laying out the book electronically for years using Ad Director from Managing Editor Software and has sent instructions to the printer in Excel file formats for years, she says.
"I have an incredible team of just four people that make up the book and provide manufacturing information for the printer as well as track both ad and editorial pages," she says. That staff consists of Nadia Maudsley, production director; Jennifer Darnell, production manager; Nancy Jonathans, digital advertising production manager; and Lisse Hooker, ad traffic coordinator. "We work closely together, so I can move quickly."
PC World is part of International Data Group, a company that produces 285 computer publications in 41 countries worldwide, which, she adds, is why the company finds it fitting that her magazine operate on the cutting edge of technology.
The company's support has been important, because while Manes Goodwin is admittedly an enthusiast, she's realistic about the challenges she faces—in particular the task of getting all of the advertisers to send digital ads.