Phenomenal publication software developments have raised our expectations to unprecedented levels. High-speed, cross-platform data management and delivery systems power the internet. For some time, publishers have been hoping to utilize this same technology in their print campaigns. Unfortunately, high-profile database solution providers, particularly for catalogs, have produced only marginal success.

How long will we need to wait for a flexible and affordable system that will allow us to virtually "pour" current catalog information into industry-standard print templates? How soon can we break free from the lengthy production schedules that hamper our products' marketability? Thanks to their commitment to the success of our publication community, Apsiva is telling us that our wait may be over!

Lets examine some database publication aspects three different ways: First, the conventional methods common to most database publication solutions. Second, the Optimal solution, as defined by industry professionals. Last, we will examine how Apsiva proposes to bridge the gap between the two.

WORKFLOW

Probably the most misused and ill-defined term in the entire sales / needs assessment / integration process. No solution will ever create maximum impact unless it is coupled with a complete change in procedures.

Conventional - In order to generate sales, conventional solution providers tried to reassure prospective clients that there would be minimal impact on their workflow. This served to mask the fact that the database provider had little knowledge of current production procedures, which made them incapable of recommending time-saving changes.

Optimal - The solution provider should demonstrate that they have anticipated the needs of the Merchandise Manager, Copywriter/Editor, Print Designer and Traffic Manager, including their preferred software package for interfacing with the system. This will allow all participants to feel empowered, rather than enslaved by their responsibilities to the database.

Apsiva - Each publication document takes on a virtual life of its own. At each production stage, the requirements for a document to progress to the next are clearly documented. This allows for flexible and intuitive workflow development that will match the most likely performer with the documented procedures and skill set/platform needed to move the document to the next stage.

DEVELOPING VS PURCHASING A DATABASE PUBLISHING SOLUTION

Conventional - Given the overwhelming cost (in some instances) and lengthy roll-out time required by database providers, IT department heads are convinced that they can develop a better solution internally. These initiatives soon become "low priority" once the current production schedule is underway.

Optimal - We should recognize that an optimal solution is not only a matter of ability, it is a matter of prioritization. In the long run, it is far better to delegate the publication database initiative to a third party who can make the unique requirements of the creative team a high priority.

Apsiva - Recognizes that there is a fine balance between maintaining a robust data source and bridging the gap between the content and the publication software.

DATABASE STRUCTURE

Conventional - Some of the high-profile solutions were developed when print was practically the only source for output. For many, structure was practically optional. For others, using their system for multi-channel output meant constructing a print publication and exporting the data afterward for the web. This means that the data structure itself was defined by a counter-intuitive workflow (there is that word again!)

Optimal - The emphasis should be on the same intuitive structure and content-delivery system that empowers the web team. Powerful and well-constructed content links allow catalogers to immediately market products online. This very same structure allow the print team to use the same data simultaneously. The print team needs only to quickly navigate through the same intuitive structure to access, and subsequently, refresh the same information on publication documents. Most important of all, the database should be open-standard. This will allow us to take advantage of all upgrades made on our behalf.

Apsiva - The PRINTsource database at the heart of Apsiva Optimal Source Publishing solution is constructed with the need of the client Marketing department in mind. Clients are in the business of selling products, not constructing catalogs. All product information gathered during the preliminary marketing phase is immediately available to the print and web team alike.

DATABASE INTERFACE

Conventional - Client/Server interface is the norm in these early-generation solutions. Once again, they seemed to be very inflexible and counter intuitive, given that part of their mission was to be accessible from any platform. For Product Managers or anyone with off-site responsibilities, this centralized system of data management still requires them to be at their desks to update vital information.

Optimal - A good deal of product information is coming from third parties. On the web side, we can create data-entry templates to meet all of our needs. If handled correctly, third party data can instantly become part of the overall web marketing campaign. This same principle needs to be applied for the print team. How about password-protected and controlled browser access for all marketing elements.

Apsiva - Product Managers can set up and classify products from the road. Product Vendors can upload information from their location. Copywriters can review and enhance the "raw" data to meet the company's criteria. Production Designers can virtually "pour" this pre-styled, print-ready, approved data into a document template. All of this without having to drive to the office!
Workflow Note: The scenario described above is only possible because Apsiva has focused on content-based publication requirements. This allows us to craft a road map to streamlined production schedules.

PRINT LAYOUT SOFTWARE

Conventional - The majority of solution providers pre-determine the publication software (and sometimes the platform) required for page construction. This is partly due to their short-sighted option to store "blobs" from print pages directly in the database.

The negative impact is so-called "ability" is overwhelming. Two productivity-draining aspects immediately surface: First, pertinent data can be merely "captured" in static format and not be available for publication elsewhere. Next, prodigious amounts of counter-productive "styling" information is being stored.

The most damaging aspect to this proposed solution is that the solution vendor will determine which print-production software you will use, perhaps forever.

Optimal - If a print-publication software release proves vastly superior, we should be able to immediately take advantage of its capabilities. A well-maintained and structured content base, free of any proprietary restrictions, would be the ideal. A solution provider should know enough about the industry to recommend a data hierarchy and complementary workflow that will serve us well, regardless of the page-layout software we choose.

Apsiva - Focused on intuitive data structure and the design of intuitive content-extraction engines. They are in a position to recommend page-layout software based only on one criteria: the greatest possible efficiency in catalog page construction.

Productivity Note: At this time, Adobe® InDesign® is the page-layout software of choice, based on a number of factors.

In many highly-creative environments, InDesign is now the layout software of choice. There would be a logical need to have Designers and catalog Production Artists using the same software. In database publication environments, InDesign has the unequaled capacity to maintain data links and apply exacting style specifications during import and refresh. This all results in maximum performance and immediate returns on the database publication investment.

DATABASE POPULATION

Conventional - For a considerable fee, traditional database providers will populate a database based on their client's expressed needs. This inevitably leads to problems in the future, particularly where the importance of data structure dismissed in favor of the quicker "blob" storage option mentioned earlier.

Even where this is not an issue, the chances of client satisfaction are greatly diminished for another reason. The client may identify a cut-and-paste source from current publication documents. While the data is in this "sequestered" environment, current catalog production must go on.

By the time the database is delivered, the majority of the data is now one "catalog cycle" out of date. This means that the optimal source for the content is not inside the database, but once again, inside catalog pages.

Optimal - We need a well-planned conversion workflow that accomplishes at least three things simultaneously:
1. Gives us a chance to enhance our data hierarchy options based on real-world experience.
2. Develops thorough testing of our data extraction methods.
3. Delegates data maintenance duties to Product Managers and their assistants, allowing Designers to develop effective import and refresh procedures.

Apsiva - Has developed remarkable "bridge" software to facilitate database population. We are talking about a new publication era that facilitates both web and print. Because they believe that optimal-source content databases are developed, rather than delivered, they recommend a "tiered" database population strategy.

This virtually guarantees productivity gains from the outset. All publication departments are immediately involved in testing the rationale of the structure as well as functionality of the software. As a result, the learning curve is compressed because training, integration and document construction are all demonstrated in a productive environment.

Another astounding value of the Apsiva Bridge software allows us to "map" item attributes from a page for immediate re-purpose on the web side. This allows for parallel database-population procedures to "feed" publication workflows without any interruption to marketing campaigns or press schedules.

REPORTING

Conventional - Some solution providers do a reasonably good job of recording transactions with the database. They also have decent report-generation templates for standard product information, such as the creation and update history of a database item.

Some boast of the ability to create square-inch analysis reports. Many allow for document tracking on a publication basis.

Optimal - We're looking for a way to present publication document comments and electronic layout information (whiteboarding) at the Design level. We cannot utilize a "half "solution that requires the design department to toggle between the publication document display and a comments and/or whiteboard display. The needed information must be able to "float" above the document on display.

Apsiva - Superior whiteboarding capabilities with the electronic page layout info appearing in an application floating palette. Accurate space allocation info is created during the whiteboard creation procedure.

Unique whiteboard feature also allows for designating "prime" document areas for vendor charge-back premiums.

INDEXING

Conventional - Only a handful of solutions try to tackle this time saving process. Even those companies that offer the capabilities have very few adopters within their client base. The main reason is that effectiveness is predicated on strict adherence to data structure, and this requirement was severely under-emphasized during the database population phase.

Optimal - We want to attach intricate index-entry and cross-references to products within the data structure. We also want our internal data-maintenance structure to mirror the hierarchy we display on our web site. This will allow Product Managers to "check in" new items and have them immediately marketable alongside all other items already in their peer group.

Apsiva - PRINTsource takes all marketing needs into account and utilizes a single hierarchy to assist in database maintenance, print-index generation and web-search returns. They have the capability of maintaining and generating several kinds of indices simultaneously.

If you require a vendor index or "manufacturer part number" index you will be able to guarantee consistent satisfactory results for your clients, since both web searches and print-document data have the same source.

There is only one Database Publication solution provider for catalogs that can answer all of these questions favorably - Apsiva. Their PRINTsource solution easily beats the conventional solution providers in virtually all aspects. Structure, integration, training, implementation, support, and continuous cutting-edge development are easily the new industry standard.

Actually, there is only one question that needs to be answered. “Can anyone measure up to Apsiva’s total commitment to the success of their clients?” Their unrivaled dedication to developing the best solution possible is making that question easier to answer daily.


Jim Cooper is a veteran publication consultant who has applied his editorial, database and print-workflow experience on behalf of RR Donnelley and Pindar Systems clients. More recently, he served the Midwest as a Quark Applications/Services consultant. He can be reached at jcooper@screaminet.net