I was recently asked:
Is there anything you can share about how the file management needs differ from the way a publisher use a DAM? I would think there would be a lot more transfers of very files (i.e. high resolution print-ready PDFs) and much, much less internal activity involving small files (i.e. photos, production files, etc.)
In general, yes, printers are working with and transferring large print-ready files. Some of these can be hundreds of megabytes in size and so there can be significant concern in working with clients around bandwidth and the time it takes to send and upload the file. However, internally on a local network, the size of the file is less of an issue. But in general they tend to work with whole files and less frequently with the individual pieces — unless they’re doing specific touch up and color correction work on individual assets contained in the final work.
However, in some cases, printers provide DAM as a service to their clients. They manage the assets on behalf of the client, providing browser-based access to not just the final print ready files, but in some cases the QuarkXPress or Adobe InDesign layouts, and both the hi- and low-res components (e.g., photos, graphics, images, fonts, etc.). In this way, DAM allows them to offer additional or “value-added” services to their clients.
Publishers are a bit different. They generally use DAM as an internal repository to maintain all of the elements in the publication (e.g., magazine or book), as well as the layout file, and the finished work. So they are often working with both the large and the smaller files. However it can vary across publishers. In some cases, a DAM is used as an integral part of the editorial process – where work in progress, all the individual components as well as the layouts and versions of both are kept. Others may use DAM primarily for storage and distribution management of finished works. Some use it for both.
Note that “Publishers” may also be either magazine or book publishers. Magazine publishers typically have a broader range of content than book publishers (so far… but this is changing too) as they often have both print and Web versions of their content, have needs to support both workflows (which are different), and may have exclusive content for the web or mobile devices (e.g., video, audio, and other rich media hanging around) that is updated more frequently. The DAM provides a common repository for feeding both kinds of workflows, for grouping and categorizing related content, for finding other relevant assets that could be used in a developing story, and for distributing to both a web content management system (Web CMS) as well as to individuals, partners, channels, video streaming servers or mobile distribution platforms.
As well, for magazines in particular, they may be working with purchased or rights-controlled images, so managing the expiration and use of them in a publication or publications is critical. Using an image out of its purchased rights can be extremely costly. So the DAM helps in a way that printers typically don’t use it. In summary, publishing use is potentially a broader set of use cases, media types, workflows and file sizes (e.g. working with large video files… at least the initial master versions before they’re reformatted or transcoded for distribution).
Book publishers are typically working with a more limited range of content — photos, images, graphics, and fonts. Now, as eBooks begin to incorporate more interactivity, the book publishing workflows and asset management challenges move towards those of magazine, web publishing and potentially “interactive applications”, and will require working with and managing a broader range of file types, components and workflows.
Lastly, note that print and publishing workflows vary a bit as well. Print may use the assets in touchup, color correction and other pre-press workflows, perhaps with some limited review and approval with the client. Publishers often use it in creative as well as review and approval workflows, and distribution workflows — which may embargo information until a set date and release it directly to particular people, partners or distribution channels (including to web sites and direct mobile devices). It can be used this way too for print and eBooks books, where the distribution processes may include direct to the consumer and more frequent updates.
Feel free to keep the questions coming.