If you're using industry-standard desktop publishing software, then chances are that you are "linking" graphics to the layout file. This means that the "path" to the graphic is stored within the "page" file itself. If a freelance production artist produces the output, graphics will most likely be stored "locally" in a location to which only he or she has access. If graphics are stored on a server as they are in larger organizations, the "network" path will be incorporated in the layout file. This concept will not change, but some of the "desktop" methods that were developed, when print was the only publication media, will need to be adjusted.

Currently, print graphics and data are really "captive" within the page layout file in traditional work environments. This means that, without the ability to access and open the layout document, the name or location of the related graphics cannot be determined. If the file is being sent to a commercial printer, the linked graphics need to be "packaged" as well. Many creative users have adopted this practice when moving documents internally, because the image path is "local," (and often more reliable) rather than the "mutually accessible" network path.

This results in multiple copies of the same graphic residing in project folders and on individual desktops. If any graphic needs to be updated, it needs to be located and updated in all locations. Since effective multi-channel publication depends on identifying a single, consistent source for content, it is well worth the time to begin collecting a "master" set of graphics and begin using them in conventional production.

To begin the transition to high-impact multi-channel publication benefits, let's look at the print page layout the same as we would look at a web page. Ideally we want images (and text) linked to a reliable source so our layout document can be refreshed at will. Next, we would want the ability to re-package that layout page for seamless transition to media like Web and CD Catalogs. Underlying that ability should be an intuitive and simplified strategy that prepares graphics for multi-channel catalog publishing.

Tip 1: Naming Conventions. Graphic names should be "graphic" without exception. This would avoid situations where two graphics have exactly the same name. Moreover, if some "outsiders" are going to help you produce your catalogs, they will not have any intimate knowledge of your product line or your current folder architecture. The naming convention can be of immense help in locating the graphics. We can all narrow our search through graphic archives if the SKU or Order Number is part of the name.

Avoid "special characters" in graphic file names at all costs. Nothing will delay your multi-channel plans faster than "bullets" or those nasty (formerly cute) symbols you can get by using the "shift" key. For safety and guaranteed efficiency, avoid "spaces" too. Start naming your graphics (and file folders) as if they were a URL. Actually, in the sleek multi-channel environment we envision for you, "paths" to you graphics will be just that.

Hint: Begin naming your graphics as if they were going to go into a "single" folder. This would allow you to "navigate" to an image by scrolling or at least have only one place to search. Avoid "contextual" references to layout pages (ex., pg. 4) or Publications (ex., Spring 2004). For existing graphics, the benefits of renaming them to conform to these new standards are well worth the investment.

Tip 2: Storage Locations. After naming the graphics descriptively, there is no harm in keeping all of your images in a single folder, if you can manage it. For many of us, our "print" publication would still be the primary "search" reference. In other words, if we saw a 50-pack of blank CDs in your office-supply catalog, we could search for the order number in the file name within a folder (or directory).

What if, however, we are "browsing" the image folder and we come across a graphic named only with a SKU. We wouldn't know if it were a "band saw" or a band-aid. Maybe the best description would be too long to practically put in the name itself. Or, maybe we want to create a relationship between all "like" graphics.

When we were in print environment only, some of us opted to create a "page" or "publication" folder system, where related graphics were stored in a folder with the layout page file. Though this method usually provided intuitive access to the graphic file (in publication context), it required a lot of storage space to accommodate duplicate storage of the same image.

Another option is to invest in "image management" software. With image management software, you have an interface that will allow you to attach "meta data" such as descriptions or keywords to media files as the images are checked into the file structure. So, even if some of our "toner cartridge" images had diverse storage locations, we could use the same image-management software to retrieve them with a single query. Of course, these results are only possible if you consistently use the same descriptive criteria at check in.

We believe that the best option is to invest in a multi-channel catalog publishing system to help you manage your graphics, while at the same time allowing you to organize your products and related text. There are affordable and effective systems that can pay for themselves in a relatively short time, and using the hints presented here will help you evaluate them.

Hint: Begin planning a "virtual catalog" to begin classifying your Products and Graphics. Most folks use an existing print catalog as a reference. Your "Master" publication would contain sections, sub-sections, products and items (SKUs). The concept is exactly the same as a Folder/Subfolder structure for computer files. For each "classified" item, allow yourself the option of "associating" at least one graphic.

For example, to locate all copy and images needed for a page of your Tools catalog, you could (just as you would on the Web) browse to Hand Tools / Hammers / Allsteel / ST1431 (SKU) / ST1431.jpg. Now, each of the "branches" in that virtual tree allows you to fulfill all search criteria. If necessary, you can locate all images in the Hand Tools section, or just the "Hammers" graphics with a single query. The system would record the (centrally located, of course) image paths, for easy access. You could then locate all images and "queue" them for batch processing by every publication team.

Tip 3: Graphic "Maintenance". The overall success of our multi-channel catalog publishing plans hinge on correcting the current condition of graphics that we describe here. There is a phenomenon so widespread in print publication that we have given it the WYSI-SWYG acronym. In our experience, "What You See Is Seldom What You Get." This is especially true when it comes to print graphics, where our eyes are deceived by the print page, and we assume we can use our graphics "as is" for automatic catalog generation or multi-channel catalog publishing.

Ironically, this problem originated from some of the most appealing features in industry-standard page layout software. Namely, it is our ability to "crop," re-size, and even re-shape images within the layout program, rather than having to alter and refresh the image file itself. We're not implying that these tools cannot or should not be used. Instead we're saying that even with considerable experience in multi-channel publication, this particular aspect of evaluating our images is the most daunting.

For instance, we see images that appear to be relatively close in size, when in fact one is considerably larger, and has been reduced to fit in context with a similar item on a print page. When creating a purposeful multi-channel environment, we need to determine whether we adjust our graphic criteria before check in, and/or use tools that will allow us to export the "cropped" version of the image for electronic publication, wherever possible.

Another great use of the page layout software that creates electronic-publishing nightmares is the widespread practice of using "composite" product shots. Simply put, this is a single graphic file with more than one image. For example, in my Hand Tools catalog, I may have a Screwdriver page that uses the graphic "StdPhillips.jpg" twice; once with the Standard image in the page-layout window, and again with the Phillips image being the only part of the entire file "showing" on paper.

Simply "exporting" this graphic for the web team can create confusion and increase the chance for costly errors. The same holds true in cases where we've used the page-layout program to "mask" unwanted portions of a graphic by changing the shape of the page "window" or placed another object on top of it.

Ensuring Long Term Success In Multi-Channel Publishing

We encourage you to evaluate your own procedures regarding graphics and how they are named and stored. If you cannot "browse" to your needed graphic with your present naming convention and folder structure as easily as you can find that corresponding product on your website, then your print production graphics system is actually holding you back.

If, in your current environment, you export print catalog content for the Web or for CD-ROM catalog, you are obviously working a lot harder than necessary to market your products. Think of your print layout software more like a portal to multi-media marketing, and be prepared to link it to the same engine that flawlessly serves the web for both graphics and content.

Modifying procedures, so graphics are readily and consistently available for electronic publishing, may be a little time-consuming, but it need not be painful. The hardest adjustment may be necessary because page layout software's strengths allow us to loosen or abandon graphic standards in production.

If you are currently using, or intend to someday use content management software to improve production and re-purpose content, then taking time now to bring your graphic files and structure into alignment with proven best practices in the industry will be time well spent. Having the right approach to managing graphics will save you precious time and money as you adapt to the multi-channel nature of catalogs.

 

About Apsiva
Apsiva brings the same speed and consistency to multi-channel publishing that robotics brought to manufacturing. We offer you unprecedented efficiency and accuracy, so you can create appealing catalogs quickly and economically.

Apsiva is pioneering the way catalogs are created and maintained. By combining the capabilities of content management and catalog management applications, Apsiva offers the industry's most comprehensive solution that can deliver consistent product information to Print Catalogs and Electronic Catalogs. Our offerings help suppliers, manufacturers, distributors and catalogers in leveraging their product content assets in pre-sales, point of sale and post-sales efforts.