|
| The uncategorizable -- from journalism to trains |
Suppliers of digital ad delivery systemsMonica Hubert knows ad delivery suppliers up close and personal, the consequence of helping her paper, the BOSTON GLOBE, bring in ads digitally. "The GLOBE feels fairly successful at accepting digital ads," Hubert said, "after a couple of long years." The paper developed a "remote team" to handle questions on both text -- classified -- and display ads. "There's no confusion in the company about what goes into an ad," she said. Knowledge is shared weekly in an interdepartmental session that includes ad side, production and information services. Standard formats were adopted, including getting black-and-white ads in PDF only and having Quark serve as the app for creating color ads -- with no ads received on disk. In taking in PDF-based ads, the GLOBE recorded "about five problems" with about 7500 such files processed, Hubert said. Hubert detailed what she had learned about suppliers of digital ad delivery products, offering the results of a survey she had sent to suppliers and her practical knowledge about using their products. (She offered to send a copy of her report to anyone who asked.) She suggested that any paper getting into digital ad delivery should recognize that each solution is different, and one should be selected based on how well it will fit into the paper's environment. Other tips Hubert offered were to seek good integration with existing systems and strive for seamless operation, watch the level of resources both supplier and site must put into implementing a solution, check the supplier's longevity and prospects, gauge the amount of training and support required, and prepare for the eventual adoption of web-based solutions and applications. Here's a quick rundown of Hubert's observations about suppliers:
A production of The Cole Group, Copyright (c) 1997, All Rights Reserved.Last updated: 28 June 1997. Send comments by e-mail to webmeister@colegroup.com Return to The Cole Pages |
