digital advertising wrangling_pixels_from_print_to_mobile_to_billboards_van_looy
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“changing the DNA”Wrangling Pixels from Print to Mobile to ...
BArt Van Looy – ICT Publishing Project Leader
“changing the DNA”Wrangling Pixels from Print to Mobile to ...
BArt Van Looy – ICT Publishing Project Leader
© Sanoma
Sanoma – strong European media company
• One of Europe’s largest magazine publishers
• Operating in diverse fields of media in over 20 countries
• Net sales: EUR 2,761 million, nearly 20,000 employees
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© Sanoma
Magazines Online & Mobile Media Television Radio Casual Gaming
http://www.sanomamedia.com
• Market leader on the Belgium magazine market
»± 500 employees »Net Sales: €212.3M
• 25 Magazine titles
»Feeling, Femmes, Flair, Humo, Libelle,Story, Goedele, Marie Claire, …
• Extended products
• Online & digital media:
»Websites: www.humo.be , www.libelle.be, www.mygazine.be, www.kieskeurig.be, …
»New media developments:
� Tablets, mobile, etc…
• Custom Publishing
Switch from
print vsdigital
to
print & digital
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Turning DNA from print into pixels
• Changing
»Print to multi channel
»Static to dynamic
• Other needs:
»technology, people, tools
»Impact on processes
• More possibilities
• Different creative people
• Advertising Intake
• Exchanging data
• Other data format(s)
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Office3
Slide 6
Office3 Meenemen van Sanoma DNA (geprinte info meenemen)BArt Van Looy, 2/27/2011
Print DNA
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• 1 input file
• Source file not applicable
»Bleed, crop marks,…
»CMYK color format
• Make use of proven (print)standards
• XMP integration (XMP – ad-ticket)
Source
Challenges
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Source Extract Reformat
GRATIS STRIP
VERZAMEL ZE NU ALLEMAAL
Deze week bij
© Sanoma
Challenges
• Original file is not well formed
• Is interactivity content available / needed ?
»Movies, sound, etc..
• Multiple output formats
»Layout discrepancies
»Different resolutions
»Different sizes
»Multiple file formats
(JPEG, PDF, ePub, HTML5,…)
9© Sanomahttp://www.sanoma-magazines.be -
http://www.sanomamedia.com
© Sanoma
Cross Media DNA: Challenges
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Source Multiple output formats
© Sanoma
HOW
• Talk with your customers
»Use standards to communicate between channels
»Give a good (different) briefing
• Everybody need to think beyond print
»Create something in such a way that it is reusable for other media
• To automate tasks
»Find the right tools
»Starting point is not PDF anymore!
� Ask original (native document)?
» Standardization needed
� Preflighting?, File format?, Metadata?
11© Sanoma
