Seeing the electronic development of publishing production process from the perspective of advertising automation
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Ten years ago, in order to speed up the pace of electronicization, Singapore’s newspapers developed a network system called Ad-Net, which aims to link advertisers, agents and newspapers. Agents can go through specially arranged intranets and directly The newspaper office reserves the advertising space, and then queries the progress of the advertisement, the accumulated amount of advertisements, and can transmit the electronic manuscript to the newspaper through the network.
This fully automated "one-stop" operation should be the ideal of any computerized project. Singapore has only a handful of print publishers, and the newspaper is almost a solo business. However, it took several years for the work to be completed and the electronic system was not completed yet. There is still a clear gap between the Wall Street Journal and the color electronic draft. The reason may be that it is too early to start. For example, the Internet is still not popular at the time. It is very difficult to build a convenient and effective network. The early development work is very big. Part of it comes from networking. Another reason may be related to Chinese processing, and this is not only the main difficulty in the electronic process of advertising in Southeast Asia, but also the obstacle to the comprehensive development of the electronic supply chain in the publishing industry.
The same electronic work was launched in Taiwan six or seven years ago, and Hong Kong is only a matter of these three or four years. Drawing on past experience, the contract processing of ordering and the automation of the management of the arrangement, because of the reduction of manpower, the strengthening of management and the improvement of transparency, and the obvious benefits, it was supported by the owner and management of the publishing house and was completed almost without difficulty. However, in connection with advertisers and direct electronic publications, there are many technical and business decision-making problems, including:
1. Chinese processing - for example, the selection of characters, word models, self-created words and special symbols, etc., if the image becomes comprehensive, it must solve the problem of too high data volume.
2. File Format--Before PDF becomes the standard for file transfer, different advertisers and designers have their preferences, from the original application files such as PageMaker, QuarkXpress to TIFF, JPEG, DCS, EPS and other file formats. Yes, although EPS has gradually become the mainstream, its overly flexible architecture often makes printing companies worry about the wrong output on the spot.
3. Delivery network - Since the Internet is still not popular, file transfer, content verification and storage are still very troublesome, and high-speed networks including ISDN, cable network and ADSL are still in their infancy, and the cost of dedicated lines is extremely high.
4. Color advertising - color control and management, is still the biggest difficulty to this day.
5. Who is responsible? Because the advertising company generally covers the entire advertising plan for customers, and the production, drafting, etc. have already been included, in order to avoid the influence of production problems, the advertising company is not as good as one thing. Under the mentality, it is even less enthusiastic about electronic. This situation is even more pronounced in Hong Kong.
However, there are regional pressures in Taiwan. It takes at least three or four hours from south to north. To shorten the basic conditions of the process and production cycle, it is necessary to fully electronically use the communication network to transmit files to different regions for output and printing. . Due to the lack of the power of remote transmission in Hong Kong, the progress of the electronic production process is extremely slow. But with several important technological improvements, the publishing process, including advertising, is electronically ready:
1. PDF process supports Chinese--PDF is very successful in Europe and America, but Greater China is subject to double-byte encoding and Chinese processing. Until the Acrobat4 version, this problem has not been completely solved until the 5.0 version appears, almost completely Solved the problems of Chinese. Coupled with InDesign and other PDF-compatible typesetting software, PDF can be used as a standard, as well as a platform for data interchange, typesetting and business applications.
2. Internet popularization application--The Internet attracts many network experts to develop communication networks, reduces the cost of connection, and has a complete network server architecture, which makes it easy to electronically business.
3. Color management is getting mature--Although color control, digital printing and proofing are still in the development stage, the whole has matured and become a practically usable product.
4. e-management is highly valued - although the Internet boom has faded, the electronic work in B2B and Enterprise Portal has gradually become a way for modern companies to improve their competitiveness and enhance management efficiency. Business electronicization is not limited to specific needs, but essential basic conditions.
While the publishing industry is gradually moving toward openness and integration, it is said that the Wall Street Journal is preparing to switch to a specially designed special typesetting and advertising system. At first, I was puzzled by this, but I want to go deeper. As publishing and printing technologies mature and gradually standardize, there will still be competitive products and systems in the future, no matter how big, how special or what operation System platforms have been difficult to break away from the basic conditions that have been widely accepted in PDF, XML, CMS, and so on. Some organizations will choose a special system because they attach importance to regulatory control, and they will also choose to use all-open commercial software with emphasis on flexible and popularized. For users, the most important thing is to strengthen the process and make them have a satisfactory choice.