Get into the desktop game - desktop publishing packages - includes related article on doing more with your DTP machine

Communication World, Nov, 1989 by Ron Shewchuk

Powerhouse

This is for seasoned production experts only, and will allow you to serve a wide variety of needs, from creating periodicals, brochures and the annual report for your public affairs group to assisting other departments such as human resources with manuals, technical reports and so on.

Hardware: MacIIxi design workstation with 8 megabytes of RAM, 100-300 megabyte internal hard drive, laser printer, full-color, high-resolution, refrigerator-sized double-page display monitor, accelerator board, network hardware including a file server to link your department with other workstations and client groups, cd-room drive, mass magnetic media storage system, 9600 baud modem, color scanner, color printer and maybe even a super high resolution output device such as a Linotronic L-300.

Software: The more the better -- build yourself as big a library as you can afford, and ask your computer dealer to send you the latest new releases for testing. Powerful Xpress is the DTP standard, but also having PageMaker allows you to serve a broader internal client base. Adobe Illustrator 88 is the graphic package of choice, and Letraset ImageStudio allows you to digitally manipulate scanned photographs, which can then be imported into DPT applications. Soon the technology will allow you to create composite process color separations (including color photos) on the Macintosh, virtually eliminating the stripping process. Your high-resolution imagesetter will produce as many negatives per page as the job requires, and your printshop will simply shoot the plates and roll the press.

To get started: Commission a specialist to help you choose the right hardware and software. Be sure you have a good mix of computer experts and traditional graphic artists on staff. The technology may be new, but much of the printing process remains the same, and computer types often are neophytes when it comes to knowing how ink gets put on paper. Make sure not to rush into things; don't throw away the razor knives and light tables the day the new hardware is delivered. In a large company, the transition from traditional production methods to high technology can take up to two years. Keep your mind open and always keep your eyes open for what is hot. Somethimes it pays to wait for the second generation of a brand new technology, so you don't get stuck with a buggy, overly expensive system.

Disadvantages: These days experienced computer-literate designers are few and fat between, so it's easier to get the equipment than to find the right people to operate it. Try not to get in over your head, and be prepared to stay up all night once in a while. One more thing: despite your talent and experience, your position may be undermined by fussy, enthusiastic magazine editors who insist on doing it themselves.

Ron Shewchuk is president of WordsWork Comprehensive Communications Inc., a consulting firm serving corporate desktop publishers.