Catalogs Streamline the Print Workflow
setting. Do you see any room for improvement to your processes?
McGlynn: We’re looking at workflow tracking and automation systems. We’re a small company that is experiencing rapid growth. We need to keep better track of the hundreds of elements that go into creating copy, photography, packaging, catalog, Web site, e-mail newsletters, advertising, PR and many other types of projects. We need to centralize information in a workflow that allows all parties access to up-to-the-minute information.
catalog manager, Edmund Industrial Optics
Merchandise: optics and optical instruments
Catalog Success: How important has digital image capture been to your workflow?
Morris: Our photographer is entirely digital. We use a local photographer, who gives us pretty much immediate turnaround. We go to his studio in the next town over, and we can come back with shots on a CD the same day. … This whole digital workflow has really sped things up for us.
CS: Why did you choose PDF as your exchange format?
Morris: We have little or no issues with PDF, and we’ve been using it for five years. Before we start a job, we contact the technical people at the printer to be sure we have all the right job options loaded in the Distiller. We do a couple of test files, and we’re on our way.
CS: You produce several versions of your catalog. How does that complicate your workflow?
Morris: We have our domestic version, but we also have global offices that serve international territories. We also produce their catalogs here, but they’re printed closer to their destination.
For example, we have a sales office in Singapore, so we do a catalog in which the text is in English, but the pricing is in Singapore dollars. We produce it here and send it directly to the printer in Singapore. We do the same for our European editions.