Hearst Magazines We Read America Building the Prepress-Printer-Publisher-Paper

Hearst Magazines We Read America Building the Prepress-Printer-Publisher-Paper Supply Chain Infrastructure February 13, 2003 Amre Youssef Director of Publishing Technology Hearst Magazines

Hearst Magazines We Read America

Hearst Magazines We Read America Publishers’ Points in the Supply Chain • • • Digital Photographers Advertising Agencies Agency Prepress Publisher Prepress Printer Paper Mill Aggregators Web Content Distributors Electronic Magazine Distributors

Hearst Magazines We Read America Text Points in the Supply Chain Agency Prepress Distribution PUBLISHER Printer Production Layout Final Pages Asset/Content Management System Prepress Stock Photo Digital Capture PAPER

Hearst Magazines We Read America Points in the Supply Chain Aggregators Lexis NYTSyndicate Pro. Quest EBSCO Gale. Group Final Pages Web Site E-Distribution Zinio Newstand. com Qiosk Classifying Link Rights Link MIC Distribute International Image/Ad Repository PDAs

Hearst Magazines We Read America The Major Pains • Publisher is at worst point of the chain: highest liability and least control • Publishing most data intensive and least automated • Great deal of manual procedures • Limited exercise of industry guidelines/standards • Limited leverage of existing technologies • Limited control of creative process • Poorly defined liabilities across the supply chain with our partners

Hearst Magazines We Read America Digital Photography PAINS • • Newest addition to the supply chain Varying file format (raw vs. JPEG) Varying color space s. RGB, Adobe RGB File size: Handling Gigs of data for single shoots Resolution - data for color management Each mandating a separate workflow Searching for image information – Caption, photographer, agency • Linking information to rights – Digital asset and paper contract

Hearst Magazines We Read America Stock Photo Agency PAINS • • • Resolution File format Color guidance Color management Metadata – – – Name Date Copyright Licensing information Model releases

Hearst Magazines We Read America Digital Photography Help is on the way. . . • DISC guidelines – Digital Image Submission Criteria • Guidelines for digital photography • Print-specific guidelines for photographers • Potential leverage with stock photo agencies • PRISM standards – Publishing Requirements for Industry Standard Metadata • Controlled vocabulary for magazine publishers • ERI Technology (Kodak) – Extended Range Imaging • for file format, size, color correction • Post capture compensation • Print Media Gazette. March 2003

Hearst Magazines We Read America Digital Photography Hearst pilot DAM/DRM (feb-jun 03) – – Standardize on rights language from > 200 to 7 definitions Automate contract generation (MIC) Electronic contracts/ model releases (PDF) Establish consistent internal file naming convention for all files images and edit layout – Link contracts/releases to original asset/article in an asset management system (XML) – Use PRISM language for consistent digital rights vocabulary – Pilot on three publications of high international distribution

Hearst Magazines We Read America Agency PAINS • No link between job information and the digital content between ad agency, publisher, printer • Time consuming changes and revisions in coordination and reconciliation of orders • Billing discrepancies • Re-key of data • Tracking submission and arrival of insertion order – Faxes, e-mail, v-mail – Average 2 -3 revisions per ad

Hearst Magazines We Read America Agency • SPACE XML and JDF – Specifications for Publisher & Agency Communications Exchange XML – JDF - Job Definition Format • Standard – – Space reservation e-insertion orders Job tickets Change order and confirmation

Hearst Magazines We Read America Agency PAINS • A key point of potential increased efficiency in the chain • Implementation is complex – Analysis and process re-engineering at corporate level – Translator to interpret XML support across all points – Reconstruction of databases • Requires high-level approval as it impacts cross-departmental efficiencies – – – circulation advertising finance manufacturing sales

Hearst Magazines We Read America Agency PAINS • But didn’t we try this before? - Yes. • Learn from history – Must be Initiated by publishers (forget the chicken and egg issue) – Requires collective support by the publishers – Required critical mass • Forced dual workflows that drive up costs – Plan for a comprehensive but gradual implementation – Must use open standards

Hearst Magazines We Read America Agency Publishers’ Consortium - Pilot Initiative • Demand standards (SPACE XML / JDF) – Facilitate deployment – Specifically defined to publisher’s needs – Continually modified to meet our changing needs • • • IDEAlliance acts as prime contractor IDEAlliance provides mechanism to work with appropriate vendors The Consortium – – – • Establish a pilot of a single publisher adopting SPACE XML / JDF Initiative funded by publishers Agencies provide operational support Get all members of the supply chain involved (incl client) Develop ROI shell to help determine internal inefficiencies (16 -18%) Remember: Most publishers lack support infrastructure to properly deploy XML Establish Proper Expectations: the long haul – ad production - linking I/o and digital ad – Next billing systems (AIS), sales, manufacturing, circulation

Hearst Magazines We Read America Printers PAINS • • Lack of integration to our existing workflows New debates on file formats: vector vs. raster Manual processes associated with Flat plan systems Identifying Web Service tools to enable the process – Share real-time page status information with printer – Tracking work internally and tying to back-end systems • PROSE XML. Lack of clarity of responsibilities between publisher and printer in regards to imposition

Hearst Magazines We Read America Syndication PAINS • Low revenue in secondary licensing • Manual task of tagging content, “De-Quarking” • Tools that facilitate the process – Still at investment and time compared to revenue • • • Legal departments get very nervous about syndication High cost of internal development of DTDs - rules for naming Late delivery to aggregators Work out errors in mapping content with each aggregator Syndicator-subscriber transactions are not automated

Hearst Magazines We Read America Syndication RESOLVES • PRISM - DTD specific to magazines and aggregators – Recently released – One DTD for multiple aggregators • PDFx - file format for e-magazines, PDAs • ICE - Information for Content Exchange – data transfer and delivery protocol, syndication relationship, • Use of web services (ICE)

Hearst Magazines We Read America What We Need • • • Internal house cleaning: no more islands More collaboration with other publishers Pull standards together, less overlap Simplify XML deployment Clearer definitions of liabilities Complain less and do more

Hearst Magazines We Read America Thank You