Daily Mail Publisher Adopts Vio Ad Solution

By: E&P Staff Vio Worldwide launched last week a solution to cut the cost of sending color ads to the Daily Mail, The Mail on Sunday, Evening Standard, London Metro, Loot, and Ireland on Sunday, published by Associated Newspapers Limited (ANL).

Combining Remote Director color-managed soft proofing by Integrated Color Solutions with the Enfocus PitStop library and Vio's Digital Workflow Suite to manage and automate delivery of ads to ANL, Vio Certified Soft Proofing (VCSP) provides an end-to-end digital supply chain for color advertising -- color-managed, preflighted, and certified.

"The cost of sending color ads is substantially reduced, stimulating more color advertising to the publisher," said Vio Chairman Richard Horwood. He cited savings by advertisers and their prepress suppliers on materials, labor, and courier costs for traditional contract proofs, and in turn-around time for multiple proofs. By preflighting against the publisher's specs before sending, he added, content is approved for publication, and the approved file "is automatically delivered to exactly the right place."

The announcement followed months of ANL testing with advertising suppliers. The solution enables prepress suppliers not only to collaborate rapidly with colleagues and clients on ad creation, but also to ensure that only correctly preflighted and "certified" ads are proofed, and that only approved ads are submitted to the publisher, with all relevant submission information.

"Our advertising customers," said ANL Technical Services Director Glenn McFie, "told us they would send in more color advertising if we could find a way of reducing the cost without compromising the quality and security of a proper contract proof."

"Using VCSP, we can now collaborate with our creative agency colleagues and the advertising client on three or more high-quality color proofs for an ad in a single day -- a process that previously would typically have absorbed at least a half a day for each proofing cycle," said David Bedding, prepress director of The Facilities Group at Saatchi & Saatchi.