Using PDF to Simplify Advertising Relationships

      One of the problems facing publishers and printers moving to a digital computer to plate workflow concerns the advertising relationship. When an advertiser hands in a camera-ready ad, it’s pretty easy for all parties to see what the finished result should be. Working from digital files can add some confusion to what used to be a simple process. Now we must ask our customers: Did you include all the fonts? How about the art? Is it in a format we can work with? PC or Mac?
        If a client uses Quark or PageMaker, it’s possible to create an EPS graphic file from the original and place it on a page, but it adds extra work, and the possibility of unexpected modification. Extra lead time and proofing cycles are often needed to get the job done. If a mistake occurs during the process, it is not always clear where it happened and who is responsible.
       Adobe’s Acrobat software allows users to create a single, previewable "Electronic Camera-Ready" file, which makes it easier for everybody concerned to agree on the expected results. This Portable Document Format (PDF) is rapidly becoming an industry standard for digital documents for both print and Internet use. The full Acrobat software package is available from most computer suppliers for under $200. In addition, a free Acrobat Reader is available from Adobe’s web site, http://www.adobe.com/products/acrobat/readstep.htm that allows files to be viewed and printed.
       In a PDF workflow, pages from layout programs such as Quark or PageMaker are printed to a PostScript disk file, and Acrobat‘s Distiller software creates the PDF from the PostScript. Many layout and illustration programs include a PDF option which automates the process. The Distiller allows options for various job types to be saved, simplifying setup.
      The resulting PDF has several advantages for the publisher, because it includes all the fonts and art in a single file which can be viewed in the Acrobat Reader from any workstation, and can be easily converted to an EPS file for placement. Because the fonts are included and text flow is locked at time of creation, such "gotchas" as test reflow and font substitution are virtually eliminated.
      Advertisers find the PDF attractive because it allows them a final preview of the file that they send. The fact that significant file compression occurs during the distillation helps speed transmission and allows for later submissions and bypassing courier fees. Agencies in particular find the PDF format ideal for insuring that they retain creative control, since all design elements are basically locked in place, while some limited text touchup is possible for minor last minute changes or type corrections.
      PDF files may be sent through the Internet by e-mail or by FTP (File Transfer Protocol). AP’s AdSend system uses PDF as its basic format.
      What’s the best way to add PDF to your production mix? Appoint a PDF "evangelist" from your production area to master the software and to work with advertisers and salespeople to ensure a smooth transition to the new production flow. Make sure that they do dry runs with each client before attempting live production. Once you do, you’ll find that clients, production people, and sales staff find it easier to get to sleep at night.

Callan, a member of the MDDC Technology Committee, is director of technology for Gazette Newspapers in Gaithersburg.