Transcript Primex Presentation

Hearst Magazines
We Read America
Building the
Prepress-Printer-Publisher-Paper
Supply Chain Infrastructure
February 13, 2003
Amre Youssef
Director of Publishing Technology
Hearst Magazines
Hearst Magazines
We Read America
Hearst Magazines
We Read America
Publishers’ Points in the Supply Chain
•
•
•
•
•
•
•
•
•
•
Digital Photographers
Advertising Agencies
Agency Prepress
Publisher Prepress
Printer
Paper Mill
Aggregators
Web Content
Distributors
Electronic Magazine Distributors
Hearst Magazines
We Read America
Points in the Supply Chain
Text
Agency
Agency Prepress
Distribution
PUBLISHER
Printer
Production
Layout
Final Pages
Asset/Content Management System
Prepress
Stock Photo
Digital Capture
PAPER
Hearst Magazines
We Read America
Points in the Supply Chain
Aggregators
Lexis
NYTSyndicate
ProQuest
EBSCO
GaleGroup
Final Pages
Web Site
E-Distribution
Zinio
Newstand.com
Qiosk
Classifying
Link Rights
Link MIC
Distribute
International
Image/Ad Repository
PDAs
Hearst Magazines
We Read America
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
Hearst Magazines
We Read America
Digital Photography
PAINS
•
•
•
•
•
•
•
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
Hearst Magazines
We Read America
Stock Photo Agency
PAINS
•
•
•
•
•
Resolution
File format
Color guidance
Color management
Metadata
–
–
–
–
–
Name
Date
Copyright
Licensing information
Model releases
Hearst Magazines
We Read America
Digital Photography
Help is on the way . . .
• 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
Hearst Magazines
We Read America
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
files
images 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
Hearst Magazines
We Read America
Agency
PAINS
• 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
Hearst Magazines
We Read America
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
Hearst Magazines
We Read America
Agency
PAINS
• 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
Hearst Magazines
We Read America
Agency
PAINS
• 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
Hearst Magazines
We Read America
Agency
Publishers’ Consortium - Pilot Initiative
•
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
Hearst Magazines
We Read America
Printers
PAINS
•
•
•
•
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
Hearst Magazines
We Read America
Syndication
PAINS
• 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
Hearst Magazines
We Read America
Syndication
RESOLVES
• 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)
Hearst Magazines
We Read America
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
Hearst Magazines
We Read America
Thank You