SWOP Enters the 21st Century

Folio: The Magazine for Magazine Management, May, 2001 by Caroline Jenkins

The latest spec booklet for production professionals has a new digital focus and advocates the certification process for proofing system manufacturers.

On March 7, Specifications for Web Offset Publications (SWOP) announced the publication of the ninth edition of its eagerly anticipated set of specs, SWOP for the New Millennium: 2001, which is commonly known as the SWOP booklet. This latest edition works hard to address many of the problems and issues associated with digital workflows, say SWOP members. That constitutes something of a change from booklets past.

"In older editions, film specifications were kind of front and center, and digital came after that," says Joel Rubin, chairman of SWOP. "In this year's SWOP, digital comes first."

But there have been a few other changes since the last spec booklet was published in 1997. "The biggest differences involve two areas," Rubin says. "We are much stronger in specifying standard file formats for data exchange--PDF/X-1 and TIFF/IT-P1--and we stress the acceptance of proofs from SWOP-certified systems."

"This is the first SWOP booklet that advocates the certification process for proofing systems," adds SWOP board member George Leyda. The SWOP certification system requires proofing system manufacturers to submit an application data sheet and proof for official approval by the organization. "Certified proofs are really key in creating production proofs that match."

SWOP: 2001 also outlines quality control guidelines with which printers, advertisers, prepress providers and publishers--working with both digital and film files--can voluntarily comply. It covers such topics as image trapping, vignette or fadeaway images, minimum printable dot, screen rulings and angles, and gray balance, to name a few. And it describes the responsibilities of all parties involved in the production process.

Perhaps most important, it lists the following vendor proofing systems officially certified (or pending certification) by SWOP to produce adequately matching press proofs: the Agfa Pressmatch Aqueous Negative, Agfa Pressmatch Dry Negative, DuPont Digital WaterProof, DuPont WaterProof, Fuji Color-Art System CR-T4 SWOP, Fuji FinalProof, Imation Matchprint Negative, Imation Matchprint Positive, Imation Digital Halftone, Iris Pro SWOP, Kodak Approval Digital Color, and Polaroid PolaProof Digital Halftone.

The mission of SWOP, as the group puts it, has been "to continually raise the level of quality of publication printing by setting forth specifications and tolerances." While the organization has not officially tracked usage yet, "almost everyone in the industry," says Leyda, uses SWOP at least as a reference point.

Even with the new, welcomed focus on digital, says Rubin, the publication of SWOP: 2001 hasn't been easy. Each SWOP booklet must receive unanimous approval of the group's endorsing organizations--which include the American Association of Advertising Agencies, the MPA and the Graphic Arts Technical Foundation--to be published.

"Because so many people have to agree on the specs, some say the SWOP booklet is kind of the least common denominator. But," Rubin explains, "it's more a guide to best practices. This booklet really tightens the loop on input and getting input closer to spec. It also enables publishers to receive more standardized materials."

Joe Ramos, director of manufacturing for Hearst Magazines, has already ordered approximately 60 copies of SWOP: 2001 to distribute among his employees. Hearst is currently making the transition to CTP, and Ramos anticipates relying heavily on SWOP: 2001 during that period.

Many publishers have commended SWOP for going digital. But, adds Cathy Merolle, group production director for Primedia (FOLIO:'s parent company) and former production director for the Meredith Corporation: "They really almost have to, considering the status of production and technology today."

Merolle says she will buy SWOP: 2001 soon: "I hope that the publication of future booklets will become more frequent. The industry is changing so much--we really need more updates."

Caroline Jenkins, editor of Digital Publishing

SWOP Shop: What's available

SWOP's Web site, www.swop.org, contains more detailed information about the organization and its members, the proofing system certification process, the specs themselves and all of the SWOP products. Here's a brief rundown on what the group offers:

* SWOP for the New Millennium: 2001 Price: $12

* SWOP Digital Calibration Kit This kit helps relate press, press proof and off-press proofing results to SWOP. It includes a CD with TIFF/IT files for the SWOP proofing test form, a copy of the International Standard 1SP 12640, a copy of the SWOP booklet, and two certified SWOP press proofs and measured data from the SWOP production bars. Price: $400 each.

* SWOP Analog Calibration Kit This set also relates press, press proof and off-press proofing results to SWOP. It includes a set of four-color halftone films, two certified press proofs of the test form, documentation and instructions. Price: $975.