Apple Computer and BBDO Forge Digital History With Scientific American In Filmless Magazine Production.NEW YORK--(BUSINESS WIRE)--Feb. 22, 1995--Scientific American Inc., Apple Computer Inc. and its advertising agency BBDO/Los Angeles, and the publication's printer R.R. Donnelley & Sons Co., successfully produced 300,000 copies of a 200-page publication in its entirety with a computer-to-plate process. This is the first time an entire publication, including its advertising, has been produced completely without the use of film for web-offset printing. "The pioneering efforts of Apple and BBDO/L.A.'s production and media departments have made this a first for the web-offset printing industry," said Richard Sasso, associate publisher and vice president of production for Scientific American Scientific American U.S. monthly magazine interpreting scientific developments to lay readers. It was founded in 1845 as a newspaper describing new inventions. By 1853 its circulation had reached 30,000 and it was reporting on various sciences, such as astronomy and Inc. "We experimented with the basic technology in several editorial sections of previous issues of the magazine. But with Apple, BBDO BBDO Batten, Barton, Durstine & Osborn BBDO Bringing Biogeographic Data Online and R.R. Donnelley's significant commitment to cooperation and communication, we were all able to confirm the computer-to-plate technology's viability for producing beautiful and more timely publications." Computer-to-plate technology (CTP CTP (cytidine triphosphate): see cytosine. (1) (Computer-To-Plate) The production of printing plates directly from the computer without requiring film as an intermediate step. ) or direct-to-plate, as it is sometimes called, is a digitized printing process. Publishers provide all editorial and advertising content in digital form, either on disk or by sending the data over telephone lines to printers who, in turn, produce electronic web-offset printing plates, eliminating all the traditional intermediate film-preparation stages. Sasso expects this process to benefit Scientific American in the following ways: Improve print quality, as a result of using first generation digital data to expose the offset printing plate Potentially reduce prepress costs, by eliminating film from the process Reduce production time, giving advertisers and editors more time to develop content Apple Computer is the sole advertising sponsor of the special anthology issue of Scientific American magazine, entitled "The Computer in the 21st Century." Apple and BBDO/Los Angeles provided 21 pages of advertising to the magazine in digital format that R.R. Donnelley then converted to PostScript file format. "We were intrigued with the concept of completely digital print production. Working with Scientific American on the anthology issue gave us an opportunity to test the technology's potential firsthand first·hand adj. Received from the original source: firsthand information. first ," said Mike Dionne, vice president of worldwide communications and marketing services at Apple Computer. "We found that the efficiency and quality of this new printing technology, combined with the magazine's fully-automated Macintosh publishing house, made this first-time experience a pleasurable one." "Our media and production department found this first-time process to be smoother than anticipated," said Susan Kassman, print production supervisor for BBDO/Los Angeles. "As more publications embrace a digital production process, we anticipate it's just a matter of time before the advertising industry universally supports digital delivery of ad material. Having worked with Scientific American, we can all see how this process can save time in the future." Scientific American has been committed to the regular use of CTP technology since October 1994, publishing more than 60 million printed pages to date with the Mattoon, Ill., division of printer R.R. Donnelley & Sons Co. "Computer-to-plate printing for the web-offset process is a promising technology for the publishing industry," said Bob Pyzdrowski, president of consumer magazine services for R.R. Donnelley. "This new technology that we've implemented for Scientific American benefits publishers, printers and advertisers alike with time-savings, efficiency and quality." "As this new technology evolves, we face many challenges. Standards must be put firmly in place. Industry organizations such as Specifications for Web Offset Publications (SWOP) need to implement specifications for transporting digital data and proofing," said Sasso. "We've proven the technology works. Now all parties should work together to develop and embrace the techniques that will improve magazine publishing." "The Computer in the 21st Century" issue will be available on newsstands tomorrow (Feb. 23) for $3.95 or can be ordered directly from Scientific American for $3.95 plus $1 postage and handling. Apple Computer Inc., a recognized pioneer and innovator in the information industry, creates powerful solutions based on easy-to-use personal computers, servers, peripherals, software, online services and personal digital assistants. Headquartered in Cupertino, Calif., Apple (NASDAQ NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on : AAPL AAPL Apple Computer, Inc. (stock symbol) AAPL American Association of Professional Landmen AAPL American Academy of Psychiatry and the Law AAPL Advance Audiovisual Presentation Limited AAPL Advocates for Arkansas Public Libraries ) develops, manufactures, licenses and markets products, technologies and services for the business, education, consumer, scientific and engineering, and government markets in over 140 countries. BBDO/West offers full-service marketing communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales , including public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most through its independent consulting firm Noun 1. consulting firm - a firm of experts providing professional advice to an organization for a fee consulting company business firm, firm, house - the members of a business organization that owns or operates one or more establishments; "he worked for a , White & Company, and direct response and marketing services through Rapp Collins Communications. BBDO/West employs a staff of over 230 employees and had combined billings of $310 million in 1994. As an operating unit operating unit A type of operating company that engages in transactions with outsiders and that is owned by another business. For example, in 1995 the stockholders of Capital Cities/ABC approved a $19 billion merger with the Walt Disney Company, whereupon of BBDO North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. , BBDO/West is a member of both the BBDO Worldwide and International Communications Group Inc., formerly Omnicon. R.R. Donnelley & Sons Company (NYSE NYSE See: New York Stock Exchange : DNY DNY display area code (NYX) routing (US DoD) DNY Downstate New York ) is a world leader in managing, reproducing and distributing print and digital information for the publishing, retailing, merchandising and information technology markets. It specializes in the production of catalogs, inserts, magazines, books, directories, and financial and computer documentation. Founded in Chicago in 1864, the company employs 39,000 people in 20 countries on five continents. Scientific American is the nation's oldest continuously published monthly magazine. It reaches more than a million people globally by subscription and on newsstands, and on America Onliner. Published in New York City New York City: see New York, city. New York City City (pop., 2000: 8,008,278), southeastern New York, at the mouth of the Hudson River. The largest city in the U.S. by Scientific American Inc., the magazine celebrates its 150th consecutive year of publication in 1995. -0- NOTES: -- PostScript is a registered trademark of Adobe Systems Adobe Systems Incorporated (pronounced a-DOE-bee IPA: /əˈdoʊbiː/) (NASDAQ: ADBE) (LSE: ABS) is an American computer software company headquartered in San Jose, California, USA. Inc. -- Macintosh is a registered trademark of Apple Computer Inc. -- SWOP is a registered trademark of SWOP Inc. -- America Online See AOL. is a registered service mark of America Online Inc. CONTACT: For More Information, Press Only: Apple Computer Inc., Carleen LaVasseur, 408/974-7971 or BBDO/Los Angeles Susan Kassman, 310/444-4562 or R.R. Donnelley & Sons Co. Carrie Foor, 312/326-8085 or Waggener Edstrom Carolyn Malcolm, 206/637-9097, for Scientific American |
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