Prepress Technology March 2000
Increased revenue and streamlined workflows in DAM future
By Lori Vaughn
Editorial Assistant
The International Prepress Association completed a digital asset management study to assess the value and opportunities of providing DAM services.
µhe IPA Management Information Committee com m issioned the study to help members understand what financial and staff commitments are necessary to develop a successful DAM business.
"Over a period of years the prepress industry has shifted. The old ways are no longer viable and they need to look for new ways of doing things," said David Anderson, an independent consultant who conducted the study. "DAM seemed like a viable path for investigation. We were looking for the truth on the industry out of the customer's mouth."
A series of six special reports begins with a definition of DAM, with subsequent reports addressing technology, workflow, marketing, team building, and profitability issues related to DAM.
To remain competitive DAM services need to interface with corporate systems, allow remote access to multiple prepress competitors, and provide a process to create and manipulate data online.
In an industry experiencing rapid change many are reluctant to abandon traditional forms of content management.
"The old attitudes must go away. The prepress industry must understand that there is no prepress the way it used to be. Either evolve or go by the wayside," Anderson said.
The first report defines DAM as a computerized system used to manipulate files and data.
"Digital image management, in its simplest form, should be defined as nothing more than a computerized system used to manipulate files and data. The value of DAM is not in the software, hardware or even the digital content. The value of DAM is in its application in the customer's workflow," according to the report.
"In essence, it's the old cardboard boxes that were used for storage but organized by a database," Anderson said.
Previously prepress companies stored digital images as an added service or as a client retention device, but few profited from archival storage.
"Whether we look towards building a profit center in the future or streamlining our own prepress operations, this study is an excellent departure point from which to develop a DAM strategy," said IPA Chairman Jeffrey Borneman.
The DAM series is available free of charge to IPA members in a bound volume or by download from the IPA Web site. Nonmembers may purchase the six-report series by calling IPA.
International Prepress Assoc.
800.255.8141
www.ipa.org