Catalogs Streamline the Print Workflow
We work with an R.R. Donnelley facility in the U.K. to process the files, but they’re printed at an R.R. Donnelley plant in Poland.
CS: That’s a lot of versioning information to keep track of — both content-wise, as well as job information. How do you manage it all?
Morris: We desperately need a digital asset management solution, especially since we produce many foreign language catalogs. For example, we did a French catalog for the first time this year, and we’re looking into producing a Korean version next year. We need a content management system, because every time we make a correction, we’re making it in six or eight outputs — our Web site, domestic catalog, overseas versions, etc. We need something to centralize that data.
CS: Have you found the type of asset management solution you want?
Morris: We know we need a centralized database that will help us cut some of the redundancies from the workflow, but we’ve really just started to investigate solutions. … We realize it’s going to take a significant amount of customization no matter what solution we choose.
art director, The Baker’s Catalogue
Merchandise: professional quality baking ingredients and equipment
Catalog Success: How have you been able to optimize the front of your workflow? What’s been the most important technology you’ve utilized to streamline the content-creation process?
Matz: Virtually all of our photography anymore is digital. It’s really most impressive when you’re in the studio, when you’re art-directing the shots, and you see them in front of you, instantly, on the screen. If something’s not working with the shot, you have the opportunity to make an adjustment right then and there.
CS: Many catalogers resisted digital photography because of concerns about quality. How did you approach it?
Matz: In the initial stages, we still produced film for our cover shots, but today — several generations of cameras later — everything’s done digitally. There’s no film, no processing. Just take the shot, and you’re out of there.