When it comes time to upgrade your department, there is more to think about than just selecting specific technologies. That’s because new technology is being designed to connect each task inextricably to the other, creating a seamless data flow — from newsmaker to newsstand.

While on the surface this will greatly simplify your job, underneath there will be an intricate network of communications. In other words, this is complicated stuff. It requires long-term commitment and responsiveness from the technology maker. The process is more like planning a marriage than choosing a technology.

The courtship…

Don’t listen to sweet talk. I recently heard from a technology manager who explained the dilemma of trying to decide between two computer-to-plate technologies. Of the two vendors, he said, the one he talks to last is the most convincing.

Make a list of all the problems or obstacles you currently have and others you anticipate. Ask not just how the technology will respond, but how the vendor will respond.

Ask about other technologies the company has or understands. For instance, CTP isn’t just about the platesetter and the plate. Ask how it will integrate into your current workflow software. Or what software the vendor recommends. Ask about plate performance and process controls. If the company doesn’t make the plates for the platesetter, find out how closely it works with a plate manufacturer to make sure you get the best out of both technologies.

Worldliness is a virtue. Ask about the technology’s track record. Find out how many installations they have and ask for the reported results. Some will argue that if you don’t give a less experienced technology or company a try, they will never become experienced. I say that’s a good point, but I prefer letting someone else take the risk.

Family history counts. Check out the company background. How long it has been involved in the imaging business is less important than how good it has been at imaging. Of course, very good for a very long time would be best. And most important is how well the technology has been tested in newspaper production. Don’t get sidetracked by good looks and wanton experience. You want technology that has been designed for your purposes.

The engagement…

Don’t forget the blood test. If the company is not in good health, think what disasters the future could hold. You want a company that will be there for you for many years to come.

Wealth matters. Will the vendor take care of the financing or will this be one more thing for you to deal with? Take some advice from my mother … you can fall in love with someone who is successful as easily as you can fall in love with a bum [so to speak].

The dowry…

The company needs to bring more to the table than the technology. You will need ongoing training, support and intimate knowledge of your individual production environment.

The marriage…

The marriage bond is two-way. You need to let the vendor understand all your issues. Before signing on the dotted line, ask for a plan to address all of them. After signing, let the vendor in. Let the technical staff become a close part of your operation. Get a commitment of willingness to get intimately involved.

Look to the future. Find out what the vendor is planning for the next generation of technology. How easily will you be able to upgrade? Is the company on the cutting edge, i.e. will they be able to offer you advances that will make the current technology better, such as advanced screening technology, closed-loop interfacing, end-to-end workflow management, etc?

Remember, this is a long-term commitment; make sure you have the right partner.

Rosemarie Monaco is the chief executive officer of Group M Inc., a marketing communications and consulting firm specializing in the graphic arts. Send comments and questions to rmonaco@groupm.org.