Wanted- Digital Ads Sidebar
Until every advertiser sends digital ads, some decisions about which magazine forms to run computer-to-plate can be tricky. After all, says Linda Manes Goodwin, vice president of manufacturing for PC World Communications, San Francisco, once a publication sells advertisers on the idea of running CTP to achieve better quality, the publication must come through. Essentially, Manes Goodwin has found that the biggest challenges she has encountered while soliciting digital ads for PC World and beginning to run some forms CTP center around three areas:
Ad Positioning. Since many advertisers buy magazine ads based on position requirements, having a large number of digital ads does not mean that any one signature's ads are all digital. Manes Goodwin must still rely on copydot scanning for any ads in a CTP signature that are not submitted as digital files. However, she is not a fan of copydot scanning: "It adds time; it adds money; it adds another step," she says. She hopes to eliminate it from her process as quickly as possible. "Every month I am going to go out and get more advertisers to be digital."
Pickups. Even when Manes Goodwin has gotten some advertisers to agree to send digital files, she has found that sometimes those companies' subsequent ads have been pickups from previous issues. Because these ads exist already in film format only, this has slowed her progress toward a 100 percent CTP workflow. However, she says, that's a short-term problem for her—in the computer industry, advertisers introduce and update products quickly.
Crossovers. Manes Goodwin says that one of her most interesting and surprising problems with CTP involves some spreads submitted as digital files. If one page falls in a form that is to run CTP, and one falls in a form that was not intended to run digitally, she has had to decide whether to run both signatures conventionally or both CTP. "You can't run one half conventionally and one half CTP because of the difference in quality," she says. So far, she's gone with running both forms CTP. "If you're going to be promising them better quality, you need to have a commitment to run CTP." Though she prefers to avoid copydot scanning, she finds it unavoidable in such cases.