Lafe Low is executive director of the Adventure Club of North America and editor of ACONA Outdoor Adventure.
A media management system lets you turn digital data into digital assets.
Do the math. On average, a monthly, four-color magazine uses anywhere from 75 to 100 scans per issue. Over the course of an entire year, that adds up to more than 1,000 digital images, plus the final page-layout files. It you're a multi-title publisher, you'll be swimming in digital media by the end of your annual production cycle.
"Companies have so much digital content that they can't keep track of it, find it or use it," says Frank Leibly, director of Banta Corporation's Digital Content Management Solutions Center, based in Cambridge, Massachusetts. (Banta's current client list includes catalogers, direct marketers and book publishers. Magazine clients, say company representatives, will follow shortly.) "I think we all assumed computers would make it simple to locate what we need, but that hasn't proven to be true. In some ways we're worse off than when we had piles of art boards. At least we knew where they were."
These image and text files can do a lot more than cause organizational headaches for production directors. With a media management system that catalogs and archives photos, illustrations and composed pages and lets users search and retrieve at will, you can turn digital data into digital assets. Asset management systems help increase workflow efficiencies between titles and mine new revenue streams from reprints and Web publishing.
Magazine publishing companies of all sizes are catching on to the concept of digital-asset management, hut as is often the case with the implementation of a new technology or workflow system, they are easing into the process gently. "We're going to approach this methodically' says Richard French, vice president of technology for the trade magazine division of NewYork City-based McGraw-Hill. Companies, which publishes 19 magazines and 31 newsletters. "We're making the transition from the Jaz Drive approach to Cascade's MediaSphere," he says. (MediaSphere can cost anywhere from $2,000 to $3,000 per seat.)
It's more than a database
After conducting pilot projects--archiving the digital assets of Chemical Engineering (a monthly title) and Business Week--McGraw-Hill is ready to expand the use of its digital archives to some of its other publications. "We were reasonably happy with the results,' French reports "Now we re going to roll it out in a production sense. The next victim will probably be Aviation Week". According to French, Aviation Week is next on the block because as a weekly, it generates a significant amount of material that warrants being archived.
Digital-asset management systems, such as Cumulus from San Francisco-based Canto Software, MediaSphere from Andover, Massachusetts-based Cascade Systems, and MediaBank from Burlington, Massachusetts-based Archetype, Inc., function as elaborate image and graphic databases, each with a variety of special features and capabilities. Most products can archive and catalog virtually any format of graphics files, complete QuarkXFress page-layout files, text files or any other digital element that goes onto a magazine page, as well as audio and video files. Production users can search for archived images or page files using keyword or natural language database queries, so archive searches can be as broad or specific as needed. Digital-asset management systems also provide thumbnail views of images along with corresponding search data, as well as full-page views so queries can include not only the images on a page, but the content, too.
Frank Moldstad, editor of PG Graphics and Video in Santa Ana, California, calls tapping into the monthly's digital archive for Web-site content, "repurposing at its finest." Many of these products now include features specifically for Web publishing. Cascade provides an extension to MediaSphere called MediaSphere/W3 that functions as a content manager to facilitate repurposing archival material directly to a Web page, Canto's Cumulus Internet Image Server is its solution for Web-site publishing, and Archetype offers the MediaBank Web Interface for direct Web publishing.
What to look for
The ability to retrieve archived elements quickly and efficiently is an important consideration when evaluating a digital-asset management system. "If you don't know where things are, you might as well not keep them. You have to have them in an order you understand," says Moldstad.
Tom Reale, production systems analyst for Miller Freeman, based in San Francisco, organizes his digital archives by many criteria. His department handles the digital archiving for 65 percent of Miller Freeman s approximately 80 titles. "We can customize [the image catalogs],' he says, "and we can group like objects together for the high-tech titles, the healthcare publications, or the publications for the textile industry."
Miller Freeman's archives are also categorized by copyright status Reale anticipates that the company's digital archive will eliminate certain time-consuming processes required to verify copyright. "We have them stored by articles we own and articles for which copyright needs to be confirmed. That will eliminate what is now a manual process" he says.
Reale has been using MediaSphere for nearly two years and is especially proud of the archiving and storage capabilities the system provides for Miller Freeman s geographically diverse publications. "We've got publications in San Francisco, Laguna Beach and San Mateo, California, Santa Fe, New Mexico, Lawrence, Kansas, and Dallas, Texas," he explains. "All of the data from those titles are warehoused in our San Francisco location using a wide area network [WAN]."
Since Reale s department ramped up production over the past year, he says they are now storing Quark files and high- and low-resolution images. "We can store anything they throw at us," he boasts.
Reprints and new editions
If reprints are a part of your current revenue mix, a digital-asset management system can pay for itself with increased reprint sales. "A reprint can be a couple of things' says McGraw-Hill's French. "Manufacturers will come to us and say, 'I love the article you wrote about us I want 5,000 copies to pass out at a trade show' That's our traditional reprint business."
However, a well-organized digital archive also facilitates selling reprints directly to general retail customers. Although French sees this as a limited avenue of reprint sales, it has the potential to grow through the careful management of digital assets Having the ability to produce and sell reprints directly cuts out the middleman, he says.
Miller Freeman is streamlining the process of preparing archival material for use on the Web. "We're looking to help production users build a bridge to HTML [hypertext markup language]," says Reale Soon, magazine archives will be available in HTML Reale adds "Are we 100 percent there yet? No Are we going to get there in about four months? Yes."
Once the material is ready for use as Web-page content, individual magazines take the ball from there. "We're using it as an in-house facilitation process. It's up to each publication whether or not they want it to be a revenue generator, and whether or not they're going to leverage this media. This gives them content back in the form that they need it," he says.
Profit from efficiencies
Besides the revenue potential of reprints and Web pages, a well-organized archive can save a magazine money by streamlining daily operations. Philip Morrongiello, photo editor for Woman's Day, is using Canto's Cumulus primarily as an image bank, although he plans to expand the archive to include entire Quark pages with all their respective elements.
'The designers and production staff at Woman's Day use Cumulus as a resource. Any designer who needs to view unpublished or previously published images can search through the archive using general or specific keywords.
'The designers can browse through [the images] themselves instead of coming over to my desk," explains Morrongiello. Such increased access to a magazine's image bank can improve the editor's or the designer's creativity as well as his or her productivity. "This could radically change the nature of the way people do things," he continues. "An editor working on a story about coughing could see every visualization of coughing we've done over the years."
Morrongiello thinks the easy-to-install Cumulus, at a price of $2,000 for a five-user package, can certainly save his department money. 'The IS guy was in and out of here in three hours, and we're all on our way," he says.
Media partnership
More publishers are starting to see the importance of maintaining a digital archive and are taking steps toward establishing their own, but prepress suppliers and printers can also become partners, creating and maintaining publishers' archives. "It's been a real explosion," says Leonard Bacharach, director of marketing for New York City-based Applied Graphics Technologies (AGT), which does digital prepress, imaging and archiving for clients such as Time Inc, Conde Nast Publications, McGraw-Hill and US News & World Report "[Publishers] realize that maintaining a digital archive is a tremendous advantage," says Bacharach. AGT has an on-site digital-asset management service called Digital Link, based on a proprietary system developed by the Digital Imaging Service division in Rochester New York.
With any new technology application, apprehension about its ease of use can be a major obstacle to its widespread acceptance. That apprehension toward most digital-asset management systems is misplaced, according to Morrongiello. "It's really blowing my mind," he comments. "I'm still really overwhelmed by what [Cumulus] can do, and it is really not that complicated. Most people won't even consider using it because they think it's going to be a hassle, but at the very least, you will end up with a well-organized catalog."
