Digital advertising wrangling_pixels_from_print_to_mobile_to_billboards_van_looy

“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

2

© 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

5

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)

6

Office3

Slide 6

Office3 Meenemen van Sanoma DNA (geprinte info meenemen)BArt Van Looy, 2/27/2011

Print DNA

7

• 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

8

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

10

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

THANK YOU

BArt van Looy

ICT Publishing

Project Leader

Mail: b.vanlooy@sanoma-magazines.be

Twitter: BArtvanlooy