If you trace the entire process, you find that an ad goes through as many as 14 steps before making it to the page flat to be shot on film. It makes no difference if the ad is one column by two inches or a full page--at most plants they all go through the same procedure.
Furthermore, the typical ad is handled by six-to-eight people while being typeset, composed, proofed, corrected, revised, sent to the ad rep, back to composing and so on. Sometimes, the ad rep requests two or three revisions.
The Quincy (Ill.) Herald-Whig recently implemented a process we call Ad Express. It is a concept that recognizes that not all ads are equal in their composition requirement-- some do not merit all those people and process steps.
Ads with 20 lines or fewer of type, or sized under 24 column inches, are sent to Ad Express. Typically, this amounts to 30 percent of all ads entering composing.
In Ad Express, a single person typesets the few lines of type necessary to complete the ad and positions the necessary cuts or halftones, makes the proof and reads the proof for errors in spelling, typefaces, syntax, etc. The person designated for Ad Express is a good typist and proofreader and is knowledgeable in composing-room work. To ensure accountability, the person who composed and processed the ad signs a separate Ad Express log.
Ad Express is fast, and it cuts both errors and costs. Turnaround time from layout to completed ad is a third of what it was. Most ads are complete and in the "OK to run" folder in the same shift in which they arrived, while about 30 percent are "OK to run" the morning after being sent to composing.
Since the work is limited to one highly competent person, the error count is nearly zero. And because ads are "right the first time," costs are minimized.
Finally, most ad reps agree that Ad Express serves their customers well. During a new system installation when Ad Express was put on hold, the ad reps asked when it would restart.
I urge you to implement a process like Ad Express in your shop. You will be impressed at how well it works, how much time and money it can save--and how happy you'll make everyone involved.
Julian Boone is operations director for The Quincy (Ill.) Herald-Whig. Phone, (217) 223-5100; fax, (217) 221-3397.
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