Printers Take to the Cloud: As the Magazine Industry Changes, One of Its Core Supplier Categories, Printing, Morphs from Old-School Owner of Big Iron to Multi-Faceted Technology Provider. One of the Hottest Areas of Growth Is in the Application-Service Provider Space

By Langford, Bert N. | Folio: the Magazine for Magazine Management, February 2011 | Go to article overview

Printers Take to the Cloud: As the Magazine Industry Changes, One of Its Core Supplier Categories, Printing, Morphs from Old-School Owner of Big Iron to Multi-Faceted Technology Provider. One of the Hottest Areas of Growth Is in the Application-Service Provider Space


Langford, Bert N., Folio: the Magazine for Magazine Management


FOR SEVERAL YEARS NOW, publication printers have been aggressively branching out to offer a full array of services to magazine companies.

They've always offered various prepress and postpress services, but in the last decade, these services have significantly expanded and now it's common for printers to offer not just digital editions but also Web development, content management systems, XML repositories and workflow-management tools.

Now some printers taking the next steps in a transformation from old-industry giants into nimble technology companies by offering these and other services as applications, accessible to publishers through the Internet. In this report, we'll look at some of the emerging technology solutions offered by printers, all clustered around a single concept: ASP hosting. This phrase--application service provider hosting--means that a printer hosts one or more software applications for its customers over the Web.

The ASP approach is common in many industries and for many functions. Basically, it means all data and applications are hosted, maintained and upgraded at a service-provider's facility, rather than the customer's site. Data is accessed via a secure online connection customized for the customer.

There is no discernible difference for the user between an ASP system or an in-house technology approach. The advantage to the customer of the ASP is that they no longer need to buy their own servers, hosting room, security systems, back-up equipment and associated gear. Also, an ASP generally offers the customer the option of subscription, as opposed to making major investments in software and hardware.

Before I start, the strongest recommendation I can offer is that no matter what the circumstances, there needs to be a proven ROI for the publisher if it's going to go down the road to an ASP solution. Otherwise, don't bother.

[ILLUSTRATION OMITTED]

Also important: The printer has to be able to provide the service in a format that can be maintained and certainly used--even in the event that the publisher switches printers. In other words, maintain your flexibility and make sure your data and systems can be transferred.

Here are a few examples of cloud-computing, from printer to publisher, magazine-industry style.

Ad-Sales Support

Virtually every magazine and magazine-related Web business is searching for additional intelligence for its sales efforts, and America's Horse, published by American Quarter Horse Association, is one of them. But unlike many others, America's Horse has an additional weapon. The magazine uses the services of MagazineRadar, an advertising-research and intelligence firm, to track where ads are being placed in its market and in related markets with similar demographics.

MagazineRadar has a partnership with Brown Printing to provide the service, which is available to members of the America's Horse sales team via the Web. "We can perform very specific searches and create reports to see what competitors a potential new advertiser utilizes, says Gary Conway, business development account executive at the magazine. "Magazine Radar also uses our user profile to find advertisers who have historically placed ads targeting similar demographics and ultimately suggests great new leads."

Job Planning and Tracking

Software providers that serve the magazine industry have long been challenged to find a technology solution that can manage--and integrate--the print-manufacturing process, encompassing a whole host of departments and processes. They've also been thwarted at every turn.

The vision is to have one system that tracks advertising, starting with sales efforts through to confirmed insertions, through the production department and materials processing, through invoicing, billing and accounts receivable. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Printers Take to the Cloud: As the Magazine Industry Changes, One of Its Core Supplier Categories, Printing, Morphs from Old-School Owner of Big Iron to Multi-Faceted Technology Provider. One of the Hottest Areas of Growth Is in the Application-Service Provider Space
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.