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  Digital For Dummies
Making Technology Work For You!
Your Digital Landscape

      American Horse Publications
        Of the about 142 publishers:
             36% are under 5,000 circulation
             53% are under 10,000
             67% are under 25,000
             the others face the same problems,
              just on a larger scale
        Art departments are probably one to three people
        Zero to very little technology budget
        Wear multiple hats to get the job done
        Love what you do
             but wish it could get done a little more smoothly
Dismissing Digital Demons!

        Digital Photography: Just the right pixels please
        Color Management: Keeping it simple
        Making Pages: Do it once or do it forever
        Managing Files: One day we’ll get organized
        Digital & Film Ads: A little of dis and a little of dat
        Telecom & Networks: Getting connected

                                       Digital       Managing
                                       Photos             Files
                                      Color           Digital &
                                      Management      Film Ads
Digital Photos: Controlling the source
                                                         Develop a
                                                       “Digital Photo Tip
                                                       Sheet” that you
                                                       can send to your
      Digital quality problems                        contributors.
      from your contributors                           Images won’t be
                                                       right unless you
        Resolution of digital camera images           help them to know
                                                       what’s right.
        Color balance, just like with film
        Just plain good photography
      How images are delivered to you
        Disk type - can you read it?
        Mac or PC - cross platform gremlins
        Transmitted - via email, FTP, AOL
      “The Holy Spec Sheet”
        Tell your contributors what you’ll accept,
                     they really want to know…really
Digital Photos: What’s Usable?
                                                    Set up some standard
                                                  conversions in
                                                  Photoshop using the
                                                  “Actions” tool for the
      Useable file formats                       most common
                                                  “unusable” file formats.
         Tiff, JPG, EPS                          - Open in Photoshop
          can be placed and processed             - Convert RGB to CMYK
         Resolution of 2x line screen            - Check resolution
                                                  - Crop
          133 line screen x 2 = 266dpi image file - Rename & save as a
      Unusable file formats                      Tif file

         Won’t process through prepress operations
         Wrong color system: RGB instead of CMYK
         BMP, PCX, PICT, PNG, GIF, Targa,
          and many others
Digital Photos: How to fix ‘em
                                                                Develop some
                                                             quick standard
                                                             Photoshop fixes
      Now that you have digital camera images -Sharpening
                                                             - Color balance
       with problems…what do you do?                         - Levels
         Cheapest, fastest, best                            Using the
             Cheapest: ask the contributor to reshoot and/or“Actions” tools in
                                                              fix the images
             Fastest: unfortunately that means you          Photoshop
             Best: your prepress vendor can make it right….at a price
      Tag, you’re it…
         Ok, then develop some quick and dirty image corrections
             1. Sharpening: just enough,not too much
             2. Overall color balance: find a neutral
             3. Photoshop Levels Adjustment: highlights & shadows
Digital Ads: The Copy Dot Solution
                                                       Work towards an all
                                                      digital workflow (no
                                                      paper or film). The
      How Ads come in….                              result will be an easier,
                                                      faster process with
         Modern (Digital): Native application files, fewer errors. Provide
          PDF, or Tiff/IT                             your advertisers with
                                                      an “Advertising
         Historic: Film                              Submission Tip Sheet”
         Jurassic: Art boards                        to help them send
                                                      what will work for your
         Precambrian: On the back of a restaurant pub.
      What is Copy Dot
         Reproduces dot digitally as it appears
          on the original film
         Cannot be resized, edited or altered
         Easier, faster pick ups
         Prepares you for CTP
Digital Ads: Time Scenarios                        (assumes proof provided)

      TIFF/IT                   PDF                    NATIVE                   FILM
        View                  Preflight               Preflight             Copy dot scan
   Place on page        Save as PostScript          Clean up file               Proof
  Final to transmit             RIP              Save as PostScript         Approve proof
FedX proof to printer          Proof                     RIP                Place in page
                           Place in page                Proof              Final to transmit
                          Final to transmit     Fax proof for approval   FedX proof to printer
                        FedX proof to printer     Receive approval
                                                    Place in page
                                                  Final to transmit
                                                FedX proof to printer
Digital Ads: File Formats

                            Most “Digital Ads” will be received from your
                              advertiser as an Application File: e.g. Quark or
                            Beware of “non-approved” Application Files: e.g.
                              Microsoft Word, etc.
                                (see again “The Holy Spec Sheet”)
File Type     Variations       Working   Finished   Imposable   Deliverable     Font      Processability   Preflight?    Size
Application   Quark,            YES        NO          NO          NO          POOR          POOR            YES        MEDIUM
Copy Dot      Convert to         NO        YES       Limited       YES        GOOD           POOR             NO        LARGE
              TIFF, DCS
PostScript    Composite          NO       YES         YES          NO         POOR           POOR          LIMITED      LARGE
              Pre-separated      NO       YES?        YES          NO         POOR           POOR          LIMITED      LARGE
EPS           EPS                NO       YES?        YES          NO         POOR           POOR          LIMITED      LARGE
              DCS                NO       YES         YES          NO         POOR           POOR             NO        MEDIUM
PDF           PDF                NO       YES         NO           YES        GOOD           GOOD            YES        SMALL
              PDF/X              NO       YES         YES          YES        GOOD           GOOD            YES        SMALL
TIFF/IT                          NO       YES         YES          YES        GOOD           GOOD            YES        LARGE
Color Management:
What you have, see, proof & print

         The “Real” color                                 Output Devices
           What’s in the digital file?                    > Monitor
         Your Monitor                                     > Color printer
                                                           > Color proofer
           Calibration and the monitor’s limitations
                                                           > Printing press
         Your desktop color printer and profiles
           Color laser, ink jet or what?
         Your vendor’s proof
                                                Visible
           Viewing conditions
           Type of proof                       RGB
         On press
                                                Pantone
           Dot gain and other annoyances
                                                CMYK
Color Management:
The Keep It Simple Method

                                                          Get your vendor to:
                                                       - Calibrate your
     Is color management black magic?                 monitor
                                                       - Help you set up
     The Keep It Simple method                        proper
                                                         viewing conditions
        Get help from the experts, your vendor        - Profile your color
        Once all is set up correctly, follow the rulesprinter
                                                       - Help you understand
        Understand the basics & view color correctly  the
     Consistency                                        limitations of the
        From digital photos and scans
        To desktop color print outs
        To vendor proofs
        To press
Color: Digital Proofs
What kind for what use
                                           Pick the kind of proof
                                         suitable for what you’re
      With dots
                                         For example:
        Example: Kodak Approvals        - Kodak Approval for covers
        Useful for reading dot values   - Epsons for inside pages
                                         - Color laser for edit pages
        Checking for moirés             - B&W laser for
      Without dots                        page composition

        Example: Epson 2000, 3000, 5000, 7000, 10000
        High-end ink jet
        High quality, less expense
        Gaining acceptance with printers
Page Making: Layout Efficiency
                                                 Sometimes you spend
                                               a great deal of time
                                               waiting for a printer to
                                               spit out a print.
      Use automated tools                     1. Can the paper proof
      for repetitive steps                     be replaced with a PDF
                                               soft proof for internal
        Quark extensions                      reviews?
                                               2. If not then add more
        “Hot” folders
                                               RAM memory to your
      Fast file retrieval                     printer to speed up
      Batch changes
        Touch the page as few times as possible
        Try to gather the decision makers at major review cycles
      Invest in faster computer or printer if you are waiting
Page Making: Preflight
                                              Put together a check-off sheet of
                                            things to review on each page file
                                            before it’s sent out the door.
      Preflight tests pages                Part of that list might be:
       prior to RIP for:                    - Check for fonts used and No
         Missing page elements             - Trim and bleed sizes
         Page elements that will not RIP   - Photos: res and CMYK good
         Page geometry that yields
                                            - Other illustrations are OK
          incorrect results                 - Proof reflects current page
      Preflight creates a high level of
       page RIP confidence
      Must be done before it reaches the printer

       Remember- Do it once or do it forever
Color: Delivering the Right Stuff
                                                           Find your “Expert”
                                                         at your vendor.
                                                         Before sending files,
                                                         ask them for tips and
      Deliverable files to prepress services tricks for organizing
                                                         and sending files that
         A proof you have approved                      will enable them to
         A file format they can accept & process        process your work
                                                         with the fewest
         All the parts and pieces: fonts and artwork delays or problems.
         You’ve “preflighted” the files                 A few minutes now
                                                         may save you days
         Clear directions on scanning                   later.
         Clear directions for special attention to problem pages

          Talk to your prepress and printing partners…..
                            all the time
Page Making: Staying Digital With Soft Proofs

      Read with                     Have a remotely located contributor
      free reader software         or editor? Work back and forth with
                                   them via a PDF file. Comment boxes
      Works on Macintosh or       can be added to the document for
                                   corrections or questions.
      Windows platforms
      Can print out at remote locations
      No font problems
      Can add comments to PDF file
      about the page
      Relatively small file to transfer
Page Making:
Making PDF files
                                Learn the difference in making PDF files
                                with low-res images for screen proofing
                                AND making PDFs with high-res ready for
      Oops PDF                 prepress and the press.
        Set with the wrong     bat.html
         parameters for saved file
        PDF for screen, PDF for press
      Correct PDF
        General: default resolution=2400dpi, correct page size
        Compression: Zip/JPEG
        Do not check off downsample bitmap images: must be at
         scanned resolution
        Embed all fonts
        Distill with
        Preserve OPI comments, overprint settings, halftone
         screen information
“The Holy Spec Sheet” for Digital Photos & Ads

      Digital Photos preparation                 Digital Ads preparation
       guidelines                                  guidelines
         All images at 250 dpi or better            Use a current version
            resolution                                  professional page layout
           All images to be CMYK, not RGB              program: Quark, PageMaker
            color space                                Final hard copy high quality
           All images scanned or shot to be            proof, press proof preferred
            100% size on the page                      No TrueType fonts and send the
           Detail in the white areas but not           fonts that are used
            grayed out (RGB=239), detail in            Send all artwork
            the important dark areas                   Or send final press-ready PDF
            (RGB=30)                                   Or send final digital file: Tiff-IT,
           Saved as a Tif (or whatever you             DCS check with what file types
            prefer)                                     your prepress vendor prefers
           Email (can your email take lots of
            large files?)or FedX on disk
Digital Ads: Why is it important?

      Eventuality all publishing workflows
      will evolve to being totally digital
      Why?
        Time savings by staying totally digital
        Reduces publisher’s liability
            Composing and processing errors for conventional film and art
            Electronic composing /processing errors in non-stable file formats
            Simplifies ad pick up
            Hold ads open later

      Goal?
        Bullet-proof ads for the press from the advertiser and publisher.
Managing Files:
The Importance of Being Earnest!
                                              Keep a notepad next to
                                            the computer and log
                                            how much time you
      Managing files seems like drudgery spend searching for and
       but it’s very important              retrieving files. You’ll
                                            quickly see if you can
      Business decisions to reuse          justify even a small file
                                            management software
       creative assets: text & pixs used    package. Or it might
       for future spin-off pubs             scare you into finally
                                            organizing your files on
      30% of production time is spent      the server or your own
       searching for files & copying them tocomputer.
Managing Files: Location is everything

                                         Do a little everyday!
      Fancy file management          It’s like cleaning house. Spend
      programs for $200 to $20,000    30 minutes at the end of each
                                      day or first thing in the
      Just good file management      morning to organize page
                                      files, artwork, emails and
      from day one                    other documents. Simply
                                      organize a few minutes per
      Consistency in file naming     day.
                                      It WILL make a difference.
      Adequate space to save files
Managing Files: File Naming
A rose by any other name…is un-findable!

                                               Learn how to use the
       Name it right                        Macintosh Sherlock
       so you can find it quick              search engine. Search by:
                                             1. Last modified date
       Naming format:                       2. Kind or file type
       whatever works for you                3. Index your drive so
                                             Sherlock can search the
         Dates                              content of a file
         Project
                                             p.s. read the Mac Help
         Revision number                    section about Sherlock
       Name it as though someone
       else needs to find the file
       Use file extensions….even on the Macintosh
         .QXD      .PSD    .TIF     .DOC   …etc.
       Project folders
         Working artwork, working pages, final pages, PDF’s
Digital Connections: Push pixels not paper

                                   This is not so much a hot tip as it is a

                                 Only FedX photo transparencies….
   Internal Networks                    Send and receive everything else
     Email for updates, work-in-progress, and a record of discussions
     Soft proofing for review and mark-up, less paper and quick
     Workgroup to post info/proofs once and other group members
      download for review; schedules and meeting
   External
     Internet for collaborative access with your prepress and print
     Direct Connects with vendors for rapid massive uploads and
      downloads of page and image files via wide-area networks or
      FTP sites.
When It All Works…

     Use high resolution artwork
     Includes the fonts
     Mechanical specs are correct
     Ad file is “finished”
     Saved in a file format that is
          Transportable across platforms
          “Bullet Proof” to process without errors
          Processes quickly
          Is in a form ready or very closely ready
           for plate making
Key Components for Success
 (read as less stress)

                      Do it once
                   or do it forever-
                 get a decision, do it
                    and move on          Knowing what a “Final”
                                          page is and when it’s
 Understanding                               ready to send
 who manages
   the color

   Digital           The Holy Spec Sheet -       Organize &
 connection             for Photos and       Know where the files
                          Digital Ads            are hiding
Future Publishing Technology
     Where’s it going……?

      No film: photo or printing
      Digitally captured pictures
      Editorial and art workflow management software
      All data/files transmitted (no FedX)
      Soft proofing (PDF and/or screen) internal pages
      Digital proofs for covers
      Much shorter production times
      Digital ads
      Much later ad close
Thank you!

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