DAM Scenario 11: Periodical and Catalog Production

  • 11-Feb-2019

Digital Asset Management business scenario #11 in RSG's newly-updated roster of DAM vendor evaluation criteria covers periodicals and magazines that place a heavy emphasis on workflow, scheduling, coordination, and tracking.

Typically, this process is managed externally to a DAM platform. To date, we haven’t seen deep integrations among these systems as you might need or expect. 

In some cases, the DAM system is an afterthought, where publication end-point system archives and indexes the final version. In an increasing number of cases, however, the DAM system plays an integral role in the workflow for storing the print publication and its in-process versions, including all the individual assets — photos, copy, advertising, layout documents, Word documents, and templates.

We’ve seen a recent interest to produce for the Web, mobile, print using common assets expressed differently to the different media. The system should be able to transform photos from Web to print formats or vice versa, and now increasingly to mobile, tablets, and the like. Ideally you see some ability to round-trip to InDesign.

The production of annual or customized publications has some unique needs. For example, Reptiles of the World might be an initial publication, whereas Reptiles of North America or Snakes of the United States would be narrower publications with much of the same content, copy, images, and assets. 

Producing weekly features or elements, such as the Sunday comic section, is another highly specialized form of production. From final approval, the system must prepare the element for syndication, distribute it to media outlets, and ultimately archive it. 

For enterprises that historically produced only a print catalog, now almost all of them develop identical print and online versions of the catalog (or store circular).  Once again, integration with the Adobe suite can help smooth this process.

The further the reach of the DAM system to these editorial and production workflows, the more important the conversation with the vendor is about its ability to integrate with the tools you need. 

For most enterprises, only a few of today’s DAM systems are cut out for what’s needed to serve this use case. Is the vendor your looking at a good fit for you? Ask an expert, we'd be happy to help you asses the large variety of products available. 

Typical adopters:

  • Publishing companies
  • Publishers
  • Corporate communications
  • Internal corporate publication groups
  • Retailers

Other Posts in This Series

Brand Management:

Marketing Asset Management:

Enterprise Asset Management:

Publishing:

Video & Audio Management:

  • Media Library Review & Approval (coming soon)
  • Media Editing & Assembly (coming soon)
Our customers say...

"I was thrilled at the level of detail and the depth of honesty in The Digital Asset Management Research. Other research tends to want to rate a company for gold stars or magic numbers, but glosses over the real workings and customer experiences of the given vendor. This research is more valuable, and certainly more tangible than what other analysts have put forth."

Faith Robinson, Content Strategist & Industry Thought Leader

Other Digital Asset Management posts

New Stack Advisory Offering

  • April 19, 2019

The service is designed to support the harried MarTech or OmniCX stack owner. Let's call her Stacy...

Webinar: The New Omnichannel Stack

  • March 18, 2019

Welcome to the new era of Omnichannel. Learn why your MarTech or DX Stack may not be delivering the Omnichannel promise....

What Is a Real Quadrant?

  • March 5, 2019

Customers have a love-hate relationship with marketplace "quadrant" diagrams. You suspect there's something not right in the arbitrary positioning...and you're correct!...

MD