In recent years, digital resource management (DAM) has become a hot topic in the fast-growing digital printing and prepress industry. Some people think that it has enormous potential for value-added, and some people think that it can make the production process more efficient. So what benefits does digital resource management bring to the printing industry? How can we build an efficient digital resource management system?
In fact, media resource management, or content management, is still a less mature technology. Its main feature is a large-scale database that is set up for archiving and retrieval of "digital resources." These "resources" can be any graphic, text, or multimedia file in a digital format.
The digital files are securely stored and effectively organized by DAM, which facilitates the reuse of these files by various departments within the company and by customers, avoiding a large number of unnecessary repetitive tasks. In addition, the workflow has been improved and it has become even more fluid. It can directly realize job tracking and file format conversion.
When constructing the structure of a digital resource management system, a large amount of software and hardware needs to be selected, which usually makes people dizzy, and it also involves many complex issues. Despite this, if these problems can be overcome, DAM will become a new growth point for the company, while at the same time it will increase the company's service reserve price and enhance its relationship with customers.
In Boston, USA, Banta established a digital content solution laboratory. Its director Paul Beyer said: “In the near future, printing companies will be more than just a printing company, but an information service provider. In order to manage customer data, printing companies will no longer be confused about the slow-growing economic trends and lower profits in the industry. Printing companies will find it difficult to find new opportunities and business development. stay alive."
Mr. Paul continued: “Resource management is a new direction derived from the digital development of process technology in the past five years, and it will continue to develop. If printing companies can understand this, they will benefit from it, it looks like In the past, those printing companies that pioneered the use of desktop publishing systems would have paid a heavy price if they turned a deaf ear to them."
Jon Hornstein, head of Cano's DAM software technology service, claims that even the most basic structure of a DAM system can greatly increase the efficiency of a printing company. He said: "I often see this situation. Some companies admit that they need to carry out resource management, and even commission others to come up with plans and survey programs, but in the end there is no movement. They may be afraid of missteps, but if they can effectively manage resources Finding the resources you need quickly and easily will be a huge advantage."
Hornstein, a former consultant for digital imaging training and consulting for printing companies, suggested that when choosing a DAM solution, the first thing to consider is the company’s business goals. Is it to complete the work faster? Or is it to relieve staff pressure and demands? Want to reduce the number of re-typos? Still want to increase their dependence on you by managing customers' (digital) resources? Or want to catch up with those who have adopted the DAM system and advertise their competitors?
Hornstein said, “Once you have a clear goal, you can make a choice. One of the most important aspects is technology. How do you store these graphic files? Which platform do you prefer? Macintosh or Windows, or NT and UNIX? If there is a need for long-distance transmission, which network connection method or high-speed optical cable is required?
Another aspect is the workflow. First of all, are you willing to change the workflow in order to optimize your DAM system? Second, where is the key to the least changes and the greatest benefits? How can you get the most out of your investment with the least amount of investment, which may be the investment in funding, the cost of changing the work process, or the capital needed to change the work habits of employees and customers?
The third aspect is the future growth and development.
From the very beginning, Banta tried to use DAM as an integral part of commercial printing, variable data printing, CD-ROM, and website development services. At present, its customers include directory publishers, distribution companies, wholesalers, and Retailer. Using a digital resource management system, catalog users can connect to Banta's automated catalog production system to view online sales planning systems (information about order order and inventory levels).
Bayer explained: “There is a fundamental difference between storing files and having a production system that can control the format and use the resources multiple times. All of them have in common to make the workflow more smooth. The database can bring about high automation. When you make a page three times faster than last year, you understand how to win customers and make profits.
Like Banta, Seven Worldwide in the Chicago area, the original American company Wace, has also explored resources management in response to customers' requirements to reduce costs and reduce turnaround time. Currently, the prepress company provides DAM services to more than 3,000 customers worldwide. From simple file archiving to file conversion, transfer, and even redesign of workflows, their annual turnover is approximately $200 million.
Michael Conner, director of outreach at Seven, said: "As a business, we need to turn this technology into productivity to strengthen our relationship with our customers. At the same time, due to the introduction of digital workflows, we will increase The efficiency of the entire process from production to delivery."
Meeting the changing needs of customers is to help them compete with leading domestic and foreign companies in the changing media and markets. Using SEVEN's DAM system, digitized files are transmitted via ISDN lines, modems or satellites, enabling people in different parts of the world to receive the same files in different formats and media. Conner said: "The stability and speed are critical." SEVEN's budget for the global graphics business will grow to $350 billion.
Sue Robertson, vice president of Inso Corporation and general manager of media resource solutions, recently acquired Bitstream's Media Bank. He believes that DAM has already entered the second round of "a total of eight laps." Stability, flexibility, and compatibility are the most considered issues for users. The goal of MediaBank products is to provide pre-existing companies, catalogs, publishers, advertising agencies and printing companies with feasible and effective DAM solutions.
Robertson said: "In contrast to those marketers who specify workflows, the MediaBank establishes a more general workflow. Operators can use those commands and methods that are very easy for them to use. More information will appear under the tip."
Quebecor Litho Plus, one of Canada's largest prepress companies, has used MediaBank software to provide customers with access to their DataVast storage servers and can use an Internet browser to remotely access stored files. When a client needs a file stored on a server, the Internet server module dynamically generates an HTML page that shows those extremely small components.
“Our customers often need to rediscover their digital files because of other uses of the material – including adding details for the new work.†David Ballantyne, manager of Quebecor’s electronic applications company, confirmed that “special For many editors and retailers, creating digital files, especially graphic files, can bring them a lot of extra rewards. Now, a graphic does not have to be rescanned, modifications and retouching can be used repeatedly."
Canadian Tire is a major customer of Quebecor and produces weekly retail newsletters and a large catalog. You can save a lot of money each time you use graphics repeatedly. According to Victor Imbrogno, Quebecor's director of digital resources, Quebecor's service fee for each customer depends on the size of the database being stored and a monthly maintenance fee.
To build a DAM system that can handle a lot of graphics and files, building a plan is crucial.
"A DAM system, if used properly, will be a key technology driving the whole. It also shows that it will directly affect everyone." Hornstein explained: "The creative department hopes that the DAM system can meet their requirements, that is, 'direct Drag files from the Catalog window to Quark software; people in the IT community also have their special needs: hope that the DAM system can include the TCP/IP protocol; people in the accounting department also have their own requirements: I hope the DAM system can import records into Oracle. In the database, perhaps the salesperson will also ask the DAM system for help.
Dave Koteski, head of technical sales for Digital Graphics Division at Arandell Co. (Menomonee Falls, Wisconsin), pointed out that before installing DAM, his company spent a year planning INS information network systems and installing DAM systems outside. All kinds of matters. Arandell is one of the largest providers of printing and services for the directory industry. “In my experience, before starting anything, educate company employees and clients and let them know how close they are to DAM—DAM is not just about throwing a set of digital files or graphics into a larger store. In the installation," said Koteski, "it is necessary to specify the naming conventions for files and to consider and plan how to structure the database so that the required graphics and files can be easily called in the future."
Koteski stressed that there must be a competent person to monitor the entire system to ensure that the naming conventions, search criteria, and information organization of the database are well-executed. In simple terms, that person is like a librarian.
"It's like in an ordinary library, you can't throw a stack of books at random on the bookshelf. There are very detailed rules when it comes to setting up and organizing libraries," Koteski said. "Unfortunately, some managers think of appointments after the fact." A person acts as a librarian. They look around and see that one person has nothing to do, so she is asked to take charge of the database.†The fact is that anyone can buy and install software, but the person who manages it is Maintenance and organizers are the key to the successful use of software.
In fact, the most important thing in planning and building a DAM system is training employees. Hornstein said training is even more important than choosing the right technology. "Actually, there are only two forms of training for the DAM system," he said. “One type is to teach people how to use the program. For example, there are four methods of classification and six methods of search. Although it is a general training, it is necessary. The most valuable are those “customized trainingâ€, such as : Demonstrate to the management staff how a certain type of file is generated. They can then click on an icon to watch it later, and it is clear that those pages are being edited.
"So customized training is not just about showing people how to use a software - it will show how that software can do their job better. In order to provide such training, trainers need to understand the workflow This is what we do for our client Cumulus."
As part of running the DAM system, customers also need to be "trained", Quebecor's Imbrogno said. One example is training the keywords needed to search for documents.
“Customers also have some old-fashioned operators who do not like change, so if the customer is trained as a system administrator, it can be implemented more easily.†Depending on the size of the database, training may only cost trainees 20% to 30% of the time, but a thorough understanding of the system is very important.
Arandell is a test site created for WAM!base by WAM!NET on Minneapolis. They are testing new ways to collaborate with customers. With a monitoring solution for printing companies and their partners (agents, customers and service), WAM!base leverages its high-speed WAM!NET network for cataloging, file access, recall and security settings. Printing companies pay in megabytes based on storage and do not need to purchase any additional equipment.