Catalogs Streamline the Print Workflow
Four catalog art and production pros share their triumphs and challenges.
John McGlynn
art director, PetEdge
Topsfield, Mass.
Merchandise: pet products
www.petedge.com
Catalog Success: What has been the single most important technology for streamlining your catalog print production workflow?
McGlynn: Digital photography. It not only saves us money, but allows us to have a quicker turnaround time — from the photo request to when the image is placed in layout. Previously, we had to schedule a studio and photographer … and wait for film and files to be processed, which could take days, at the very least. Now, we can have an image photographed, proofed and in the catalog, on a package or on our Web site in an hour.
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