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MTAC Association PresentationDavid Steinhardt
CEO, IDEAlliance
InnovateStrategize
Implement Standardize
21st Century Technology
Today we need to apply Today we need to apply 2121stst Century technology Century technology to produce advertising to produce advertising and print media, and print media, but we are still using but we are still using Gutenberg’s commerce Gutenberg’s commerce data-flow.data-flow.
20th Century Technology
21st Century Technology
Collaboration & Data DurabilityEnd to End
21st Century Technology
WSJ
Agency Client
Supplier
Agency USPS
Printer Publisher
BusinessWeek
E-COMMERCE REDUCES THE COST OF DOING BUSINESS
DATA:GOLDMAN SACHS
ESTIMATED SAVINGS FROM BUSINESS -TO -
Industry BUSINES E-COMMERCE
AEROSPACE MACHINING 11%
CHEMICALS 10%
COAL 2%
COMMUNICATIONS 5 - 15%
COMPUTING 11 - 20%
ELECTRONIC COMPONENTS 23 - 39%
FOOD INGREDIENTS 3 - 5%
FOREST PRODUCTS 15 - 25%
FREIGHT TRANSPORTATION 15 - 20%
HEALTH CARE 5%
LIFE SCIENCES 12 -19%
MACHINING (METALS) 22%
MEDIA & ADVERTISING 10 - 15%
MRO** 10%
OIL & GAS 5 - 15%
PAPER 10%
STEEL 11%
January 17, 2000
* Analysis compared B2B techniques with traditional methods such as paper, telephone fax or value-added networks.** Maintenance, repair and operating supplies
1966-2006: 40 Years Serving Graphic Communications Industry
Develop, educate, and validate best practices in Publishing through collaboration involving all partners in the end-to-end value chain from creation to distribution.
End-to-End Supply Chain
• Advertisers• Advertising & Design Agencies• Publishers• Cataloguers/Direct Marketers• PreMedia and Pre-Press Services• List Management & Fulfillment• Printers• Transportation, Logistics & Distribution Companies• Manufacturer & Supplier – Equipment, Ink, Materials &
Paper• Corporate Information Management• Technology Systems, Services & Integrators
Incubator of Key IT Infrastructure
1970’sConcept of Generalized Markup for Text Storage & Retrieval• Led to Gencode Specification with IBM
1980’sStandard Generalized Markup Language (SGML) • Supported American National Standards Institute leading to International
Organization of Standardization
1990’sExtensible Markup Language (XML)• Launched at IDEAlliance XML USA Conference in 1995
2001 – PresentKey Industry Association to Apply XML-Based Workflow to Print Media
Extensible Mark-Up Language (XML)
Speed Material Distribution
Eliminate Pre-Press Steps
Improve Reproduction Quality
The Digital Enterprise
Boost Postal & Newsstand Distribution Efficiency
Reduced Cycle TimeReduced Cycle Time
Within & Across Graphic Enterprise
Data DisconnectData Disconnect
Digital Enterprise Trends
Content Acquisition, Creation & Management
Color Management & Production Workflow
Mail & Newsstand Distribution
Supply Chain Management
Digital Advertising & PreMedia Workflow
Portfolio of Services
Standards & Best Practices for Value Chain
• Content Acquisition, Creation & Management- Digital Image Submission Criteria (DISC)- Digital Image Metadata Management (DIM2)- Information Content Exchange (ICE)- Publishing Requirements for Industry Standard Metadata (PRISM)
• Digital Advertising & PreMedia Workflow- AdsML (Specifications for End-to-End Advertising Workflow)- Universal Advertiser Digital Identifier (UNADI)
• Color Management & Production Workflow- Gen’l Requirements for Application in Commercial Offset Lithography (GRACoL)- Job Instruction File Format for Industry (JIFFI)- Production Order Specification (PROSE/XML)- Specification for Web Offset Printing (SWOP)
• Supply Chain Management- Electronic Manifest and Bar Coding (EMBARC) of Paper Stock Shipments- Graphic Industry Bar Code (GIBC)- North American Roll Identifier (NARI)- papiNet: Global Transaction Standard for Paper & Forest Supply Chain
• Mail & Newsstand Distribution- Address Data Interchange Specification (ADIS)- US & Canada Mail Data Specification (Mail.dat)- Shipping & Logistics Planning for Newspaper Inserts & Magazines
Content Acquisition, Creation & Management
Color Management & Production Workflow
Mail & Newsstand Distribution
Supply Chain Management
Digital Advertising & PreMedia Workflow
21st Century Value Chain
XML Model
• Utilize current and validated mega-XML architecture and business language (schema)
• Develop a horizontal specification with core elements that serve as building blocks for market segments
- Providing benefits to shared market segments
• Develop the segment specification by utilizing building blocks with focused implementation approaches
- Compatibility amongst the market segments- A productive best practices approach
Overview of Programs & Services
Industry Committees – 8Strategizing and problem-solving teams
Technical Working Groups – 14Barcode, Color, and XML-based specification teams
Implementation Teams – 6Outreach and educate to increase adoption of best practices
Conferences – 6 2,500 annually attend meetings in the US and EuropeAnnual Print Distribution Conference – with industry partners Alliance for Non-Profit Mailers, GAA, MPA, PIA/GATF & PostCom
www.printtools.orgPublications, services & tools to improve quality & efficiency
Mail & Newsstand Distribution
1967 1st Annual Conference led by Mailing Services Committee1976 Bundle & Bag Sequencing Manual – Turn over to computer the proper
sequencing of names and addresses into mail distribution, rather than mail destination
1980s Education series on mail preparation with handbooks1984 PASS: Packaging And Sack Sequencing for Publications Mailing –
Computer presort of the mailing labels into the groupings needed to satisfy postal requirements
1995 Mail.dat 1st Published – Production container summary file Accepted by the USPS/PostalOne! and NOW XML-format1999 ADIS: Address Data Interchange Specification – standardize means to
communicate uniform address files – XML-format, UPU-endorsed
Industry Groups & Leaders
Addressing/Distribution Committee Chair: Joe Schick, Quad/Graphics Vice Chair: Val Scansaroli, Hearst & Mike Winn, RR Donnelley
Canada Panel Chair: Scott Lorenz, Time Inc.
National Magazine, Book & Film Carriers Chair: Dave Davis, Nationwide Midwest
Newsstand Logistics Committee Chair: George Woods, Time Inc.
POISE: Printers’s Operational Issues Study Effort Chair: Anita Pursley, Quebecor World
ADIS Working Group Chair: Joe Lubenow, Lubenow & Associates
Mail.dat® Working Group Chair: Dan Minnick, DoubleClick
Mail.dat® Postage Reporting & Transaction Messaging Working Grp Chair: Phil Thompson, Quad/Graphics
