we read america hearst magazines building the prepress-printer-publisher-paper supply chain...
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We Read AmericaHearst Magazines
Building the Prepress-Printer-Publisher-Paper
Supply Chain Infrastructure
February 13, 2003Amre Youssef
Director of Publishing Technology Hearst Magazines
We Read AmericaHearst Magazines
We Read AmericaHearst Magazines
Publishers’ Points in the Supply Chain
• Digital Photographers• Advertising Agencies• Agency Prepress• Publisher Prepress• Printer• Paper Mill• Aggregators• Web Content• Distributors• Electronic Magazine Distributors
We Read AmericaHearst Magazines
Text
Layout
PU
BL
ISH
ER
Final PagesPrinter
Points in the Supply Chain
Digital Capture
PAPER
Agency Prepress
Agency
Stock Photo
Asset/Content Management System
Prepress
Distribution
Production
We Read AmericaHearst Magazines
Points in the Supply Chain
International
Image/Ad Repository
AggregatorsLexisNYTSyndicateProQuestEBSCOGaleGroup
E-DistributionZinioNewstand.comQiosk
PDAs
ClassifyingLink RightsLink MICDistribute
Final Pages
Web Site
We Read AmericaHearst Magazines
The Major Pains
• Publisher is at worst point of the chain: highest liability and least control
• Publishing most data intensive and least automated
• Great deal of manual procedures• Limited exercise of industry guidelines/standards• Limited leverage of existing technologies• Limited control of creative process• Poorly defined liabilities across the supply chain
with our partners
We Read AmericaHearst Magazines
PAINS
Digital Photography
• Newest addition to the supply chain• Varying file format (raw vs. JPEG)• Varying color space sRGB, Adobe RGB• File size: Handling Gigs of data for single shoots• Resolution - data for color management• Each mandating a separate workflow• Searching for image information
– Caption, photographer, agency
• Linking information to rights– Digital asset and paper contract
We Read AmericaHearst Magazines
PAINS
Stock Photo Agency
• Resolution• File format• Color guidance• Color management• Metadata
– Name – Date– Copyright– Licensing information– Model releases
We Read AmericaHearst Magazines
Digital Photography
• DISC guidelines– Digital Image Submission Criteria
• Guidelines for digital photography• Print-specific guidelines for photographers• Potential leverage with stock photo agencies
• PRISM standards– Publishing Requirements for Industry Standard Metadata
• Controlled vocabulary for magazine publishers
• ERI Technology (Kodak)– Extended Range Imaging
• for file file format, size, color correction• Post capture compensation• Print Media Gazette. March 2003
Help is on the way . . .
We Read AmericaHearst Magazines
Digital Photography
Hearst pilot DAM/DRM (feb-jun 03)– Standardize on rights language from > 200 to 7
definitions– Automate contract generation (MIC)– Electronic contracts/ model releases (PDF)– Establish consistent internal file naming convention for
all filesimages and edit layout
– Link contracts/releases to original asset/article in an asset management system (XML)
– Use PRISM language for consistent digital rights vocabulary
– Pilot on three publications of high international distribution
We Read AmericaHearst Magazines
PAINS
Agency
• No link between job information and the digital content between ad agency, publisher, printer
• Time consuming changes and revisions in coordination and reconciliation of orders
• Billing discrepancies• Re-key of data• Tracking submission and arrival of insertion
order– Faxes, e-mail, v-mail – Average 2-3 revisions per ad
We Read AmericaHearst Magazines
Agency
• SPACE XML and JDF– Specifications for Publisher & Agency
Communications Exchange XML– JDF - Job Definition Format
• Standard – Space reservation – e-insertion orders– Job tickets – Change order and confirmation
We Read AmericaHearst Magazines
PAINS
Agency
• A key point of potential increased efficiency in the chain• Implementation is complex
– Analysis and process re-engineering at corporate level– Translator to interpret XML support across all points– Reconstruction of databases
• Requires high-level approval as it impacts cross-departmental efficiencies– circulation– advertising– finance– manufacturing– sales
We Read AmericaHearst Magazines
PAINS
Agency
• But didn’t we try this before? - Yes.• Learn from history
– Must be Initiated by publishers (forget the chicken and egg issue)
– Requires collective support by the publishers– Required critical mass
• Forced dual workflows that drive up costs
– Plan for a comprehensive but gradual implementation– Must use open standards
We Read AmericaHearst Magazines
Publishers’ Consortium - Pilot Initiative
Agency
• Demand standards (SPACE XML / JDF)– Facilitate deployment– Specifically defined to publisher’s needs– Continually modified to meet our changing needs
• IDEAlliance acts as prime contractor• IDEAlliance provides mechanism to work with appropriate vendors• The Consortium
– Establish a pilot of a single publisher adopting SPACE XML / JDF– Initiative funded by publishers– Agencies provide operational support– Get all members of the supply chain involved (incl client)– Develop ROI shell to help determine internal inefficiencies (16-18%)– Remember: Most publishers lack support infrastructure to properly deploy
XML• Establish Proper Expectations: the long haul
– ad production - linking I/o and digital ad– Next billing systems (AIS), sales, manufacturing, circulation
We Read AmericaHearst Magazines
Printers
• Lack of integration to our existing workflows• New debates on file formats: vector vs. raster• Manual processes associated with Flat plan systems• Identifying Web Service tools to enable the process
– Share real-time page status information with printer – Tracking work internally and tying to back-end systems
• PROSE XML. Lack of clarity of responsibilities between publisher and printer in regards to imposition
PAINS
We Read AmericaHearst Magazines
PAINS
Syndication
• Low revenue in secondary licensing• Manual task of tagging content, “De-Quarking”• Tools that facilitate the process
– Still at investment and time compared to revenue
• Legal departments get very nervous about syndication• High cost of internal development of DTDs - rules for
naming• Late delivery to aggregators• Work out errors in mapping content with each
aggregator• Syndicator-subscriber transactions are not automated
We Read AmericaHearst Magazines
Syndication
• PRISM - DTD specific to magazines and aggregators – Recently released– One DTD for multiple aggregators
• PDFx - file format for e-magazines, PDAs• ICE - Information for Content Exchange
– data transfer and delivery protocol, syndication relationship,
• Use of web services (ICE)
RESOLVES
We Read AmericaHearst Magazines
What We Need
• Internal house cleaning: no more islands• More collaboration with other publishers• Pull standards together, less overlap• Simplify XML deployment• Clearer definitions of liabilities• Complain less and do more
We Read AmericaHearst Magazines
Thank You
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