Thursday, September 04, 2008

Cream of Dubai’s publishing industry signs up for digital workflow efficiency

Original Article

Mediaquest, Motivate, ITP, Media Factory and CPI, five of the biggest independent publishing firms in the UAE, have taken a huge step towards improving workplace efficiency following an agreement to adopt Adstream’s digital print workflow solution - Quickcut.

The new technology enables publishers to manage advertising copy digitally, speeding up the production process by eliminating returns and make-goods, and guaranteeing better cost control and total quality control.

It is the first time Adstream’s solution, already in use in 42 countries worldwide by in excess of 18,000 publications, will be seen in the Middle East. The software carries out 280 checks on all files sent from an advertising agency to publisher, ensuring ads go to press to the right specs and knocking as much as 30% off the creative and production process.

“This is pivotal moment in Middle East publishing,” says Dominic McGill, Business Development Director at Q2 Arabia, Adstream’s exclusive Middle East partner. “It means publishers can ensure accuracy for the advertiser, save on production costs, and, ultimately, extend their deadlines. We are delighted to be working with the most progressive of Dubai’s publishers.”

Between them the five publishers a range of marketing leading titles, including Time Out Dubai, Arabian Business, Grazia, Hello, Autocar, FourFourTwo and Gulf Marketing Review.

Adstream’s products are currently used by the best in world-class publishing, including NewCorp, Time Inc., The Financial Times, Australian Consolidated Press, Wall Street Journal, Nihon Keizai Shimbun, The Times of India and IPC Media.

Q2 Arabia, a media solutions consultancy based in Dubai, says the relationships should lead to greater standardization across the region’s print and publishing industry.

"The Middle East's printing and publishing sector is expected to be worth approximately $1.7 trillion by the end of this year,” says McGill. “There is a great incentive for companies to employ best practices, work towards innovation and look to world class standards.”

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