Among all magazine publishers, Time has always been a leader in the introduction of new technologies, which makes their news deadlines more and more late, more productive and more flexible. In recent years, the company has begun to get involved in computer-to-plate (CTP) technology.
In this article, we will mainly introduce the changes that took place in the flagship magazine Time, and also introduce similar changes that occurred in other magazines published by Time.
Like other magazines, Time Magazine also separates the advertising process from the editing of content, only integrating the two parts at the final production stage, and because there are only a few pages in Time magazine that are ads and content , so it appears that these two operations are more independent. Most of the pages in Time magazine are either full of advertisements or all content.
Desktop editing tools. In editing operations, the company uses the Quark Xpress desktop system for editing and page grouping. The company has been using the Atex system since the 1970s, until it completely converted to the current system a few years ago.
The publishing solution chosen by Time Magazine is the Quark Publishing System (QPS), which can be used together with the Xpress page layout software to perform editing and copy management. It can also use a variety of graphics and graphics software to create illustrations such as Photoshop. Freehand and Illustrator etc.
The desktop system plays a key role in delaying deadlines. He can enable editors to handle magazine pages more flexibly. It can streamline the process from page editing to printing, greatly improving work efficiency. In the following, we will introduce the two measures taken in this area to automate several prepress steps: the new ArtFlow system from ArtFlow Systems, the use of WamNet to manage the pages, and transfer the pages to the printing plant.
ArtFlow job submission menu. Time's production staff can use this menu to select a single-page workflow or a multi-page workflow. Time Magazine expects that 60% of their pages will be viewed through the "Print to File" workflow. This workflow includes the following steps: importing (converts Postscript files to Artwork Systems format), Optimizing (simplifies files by removing hidden elements), Trapping (implements traps according to preset parameters), and Print to File (Save the output file in DCS2 format, Time Magazine's approach).
Handle ads. Time Magazine has full control over the content of the editorial section, but has less control over the advertising section. Traditional (and most magazine publishers still use) ad processing methods are provided by advertisers with separate films. This method has certain advantages.
The proofs obtained through film proofing are the basis for judging the print results. When there are some problems in the printed matter, it is also easy to determine which part is out of question through the proofs. The provided film is ideal for the traditional pre-press workflow of imposition.
However, in the CTP workflow, the film introduces some additional problems. In order to realize computer platemaking, all contents must be digitized, so if film is provided, it must also be converted digitally before being plated. This requires a dot copy scan, which produces a file that is not only large compared to the original film (which can make the process significantly slower), but also the image quality is low (because this is a secondary copy). Obviously, dot copy scanning is only an expedient measure and is not an ideal method. However, this operation is still necessary before fully digitalized advertising files are obtained.
Since computer-making has a very important strategic significance, Time magazine tried hard to allow advertisers to submit digital advertising documents. However, this is not an easy process. It must be advertised to advertisers, especially advertising agencies. The benefits come and persuade them to adopt this mode of operation. This activity is in progress.
Transition to Digital Advertising Time magazine has about 5,500 different advertisements each year. In the past, these advertisements were received in the form of film, including corresponding proofs. These advertisements are often sent to various printing locations (6 in China and 11 overseas). Usually, enough time is given for mailing, and it is usually issued three weeks before the printing date. (Overseas transportation is a secondary issue because most overseas versions of ads have local sources.)
In early 1997, Time magazine took a challenging plan: training and guiding their advertisers, trying to get them to provide advertising in digital form. A representative of Time Magazine visited 35 advertising agencies to promote the benefits of digital solutions. Time Magazine also invited advertisers and agents to conduct live demonstrations at the offices and printing plants in New York. The company also helps advertisers train employees to use new workflows. Time magazine provided an unconditional guarantee: if the quality of the printed matter is inconsistent with the customer's proofs, the advertisement can be published free of charge in the magazine.
Digital advertising workflow ad files are usually stored on disk. Time can handle files in a variety of formats, such as Zip, Jaz cartridges, CDRs, and CDs. Time also prepares to receive files sent by ISDN, modems, and WamNet, as well as through secure Internet sites, but there are few applications for this type of advertising delivery. There are two commonly used file formats: TIFF/IT-P1 and Postscript. Postscript advertisements must be generated using Time's proprietary print description file (PPD file). At some printing plants, PDF-based file formats have gradually begun to be used, and an agreement has been reached with a printing plant in the southern United States for this purpose. Before Time Inc. explicitly tells advertisers how to submit PDF files, they must first discuss and solve some issues related to color management.
Customers still need to provide hardcopy print proofs: they are the basis for advertising contracts. They can be reached at the same time as the advertisement file, or they can arrive separately. Sample proofs are often proofs of actual offset printing proofs or Kodak photographic papers.
Importing advertising files into the system requires more than just reading files. The names of the advertisements on the disk are arbitrary, and it is sometimes impossible to determine which file is the correct one to find. The documentary evidence provided, such as a copy of the record insertion page order or a description of the data supporting the ad's operation, may be lost. These issues must be resolved before the ad is processed, and sometimes the customer’s opinions are sought.
Proofreading. Once the file is read from the customer's media to Time's computer, TIFF/IT Preflight and AdCheck are used to perform basic pre-checks on the file, including checking whether all the ad elements are present and the resolution is appropriate. And whether it is compatible with the Macintosh platform. Then make a Rainbow proof sheet and compare it with the customer-supplied proofs. If the Rainbow proofs exactly match the content provided by the customer, nothing will happen.
Color management. In this part of the process, no attempt was made to manage color. If the file was created under the direction of Time, and the printer is in good condition, matching the color of the proofs will be fine.
Time Company adopts the method of “printing according to parameters†and requires all manufacturers to carry out a series of pre-determined parameters during the printing process. Although proofs are placed next to the press, the printing process still has to set specific parameters. The parameters that need to be measured include field ink density, contrast, dot gain, trapping, hue error/light/dark, dot reprint (ghosting and dot loss), ink defects (dirty smearing, shadow ghosting, etc.), physical defects (Circular white spots, ciliary spots, etc.) and printing equipment factors (positioning register, alignment). In fact, the pages of Time Magazine's editors do not contain any proofs. They are only matched by the control of the production process to match the color of the edits.
Time is also developing and implementing a closed-loop color management system based on ColorSync 2.5 (available from Apple and many other vendors). This will ensure that all input, preview, and output systems are calibrated, from the process guide desktop monitor to the image section of the press.
Format conversion. The next step is to convert the advertising file to DCS2 format. DCS2 is Quark's standard for storing color separation data. It is a reliable intermediate format for transferring advertising files to printing plants. It can also be used in Creo's platemaking workflow. The process of converting to DCS2 is done in the production department based on the technology of Applied Graphics Technology or Quad Graphics Advertising Resource Management. Using a DCS2 file to drive a Creo platesetter in a printing plant. (Creo equipment components are necessary equipment for signing cooperation contracts with Time.) DCS2 files are proofread by Creo's soft proofing equipment, Virtual Proofing System. Once again, compare the proof provided with the screen to make sure that all elements are present and displayed correctly.
At this point, you may see exactly where the printed pages have been cropped. This not only allows you to check the location of the bleeding, but also allows you to visually verify non-bleeding elements printed outside the borders of the page.
Transmission. Then the advertisement can be delivered to the printing staff, which needs to be achieved through the WamNet service. WamNet provides quick links with each printing company and uses the USSB Satellite Service as a backup system. WamNet has equipped Time with a custom delivery screen that allows the operator to select the document and the printer that receives the document. This process is automated. WamNet tracks the file transfer and verifies the delivery of the file. Time Company is very satisfied with the services provided by WamNet. This is not only simple, but also very reliable and efficient.
Current Status and Benefits The system is currently accepted by the advertising industry and is used by more than 75 advertising agencies and 300 advertisers. 80% of these users only transmit digital advertisements (without film). Digital advertising started almost from zero in June 1997 and has risen to 80% by February 1998. There is also no film specification information on Time Magazine's advertising record card. It is a normal industry practice to suggest that customers use digital data.
The six manufacturers of domestic printing Time Magazine have all switched to receiving digital advertising and using CTP printing plants. Many printers encounter such a problem when converting: they need better LAN infrastructure. They must have a powerful high-speed LAN to support the CTP workflow with huge data volumes and arduous tasks.
Time Magazine uses CTP technology to bring a lot of benefits. Delaying the deadline for final publication is conducive to content editing, making content more time-efficient and saving money on many issues related to advertising. The biggest savings are the phase-out of the use of dedicated satellite connections, and now it is often through these satellites that the edited pages are delivered to the printer. WamNet replaced this feature, saving approximately $1,000,000 annually. In addition, $300,000 can be saved by not using AGT services to complete file conversions and ad preparation. At the same time, it can also save money on paper waste and bad reproduction.
At the same time, it also saves a lot of money on advertisers. In the past, advertisers had to submit 9 sets of color separation films, each set for $150, and now they do not need their services. In general, advertisers are expected to save an estimated $4.5 million per year on film.
Time did not change the deadline for the advertisement at this time. It is still 3 weeks before printing. However, it confirms that the date range for the transmission of advertising documents has been expanded - if the source of the information is determined to be reliable, it will be printed on Sunday and can be transmitted on Friday.