MTAC Association Presentation

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• MTAC Association Presentation
• David Steinhardt
• CEO, IDEAlliance

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Implement
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21st Century Technology
Today we need to apply 21st Century technology
to produce advertising and print media, but we
are still using Gutenbergs commerce data-flow.
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20th Century Technology
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21st Century Technology
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21st Century Technology
Collaboration Data Durability
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Agency
Client
Supplier
WSJ
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Agency
USPS
Printer
Publisher
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BusinessWeek
January 17, 2000
E-COMMERCE REDUCES THE COST OF DOING BUSINESS
DATAGOLDMAN SACHS
ESTIMATED SAVINGS FROM BUSINESS -TO -
Industry
BUSINES E-COMMERCE AEROSPACE MACHINING 11 CHEMIC
ALS 10 COAL 2 COMMUNICATIONS
5 - 15 COMPUTING
11 -
20 ELECTRONIC COMPONENTS
23 - 39 FOOD INGREDIENTS
3 - 5 FOREST
PRODUCTS
15 - 25 FREIGHT TRANSPORTATION
15 - 20 HEALTH CARE
5 LIFE SCIENCES 12
-19 MACHINING (METALS)
22 MEDIA ADVERTISING 10 -
15 MRO 10 OIL
GAS 5 - 15 PAPER
10 STEEL 11
Analysis compared B2B techniques with
traditional methods such as paper, telephone
fax or value-added networks. Maintenance,
repair and operating supplies
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1966-2006 40 Years Serving Graphic
Communications Industry Develop, educate, and
validate best practices in Publishing through
collaboration involving all partners in the
end-to-end value chain from creation to
distribution.
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End-to-End Supply Chain

• Advertisers
• Advertising Design Agencies
• Publishers
• Cataloguers/Direct Marketers
• PreMedia and Pre-Press Services
• List Management Fulfillment
• Printers
• Transportation, Logistics Distribution
  Companies
• Manufacturer Supplier Equipment, Ink,
  Materials Paper
• Corporate Information Management
• Technology Systems, Services Integrators

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Incubator of Key IT Infrastructure

• 1970s
• Concept of Generalized Markup for Text Storage
  Retrieval
• Led to Gencode Specification with IBM
• 1980s
• Standard Generalized Markup Language (SGML)
• Supported American National Standards Institute
  leading to International Organization of
  Standardization
• 1990s
• Extensible Markup Language (XML)
• Launched at IDEAlliance XML USA Conference in
  1995
• 2001 Present
• Key Industry Association to Apply XML-Based
  Workflow to Print Media

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Extensible Mark-Up Language (XML)
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The Digital Enterprise
Speed Material Distribution
Eliminate Pre-Press Steps
Improve Reproduction Quality
Boost Postal Newsstand Distribution Efficiency
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Digital Enterprise Trends
Reduced Cycle Time

Data Disconnect


Within Across Graphic Enterprise
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Digital Advertising PreMedia Workflow
Portfolio of Services
Content Acquisition, Creation Management
Supply Chain Management
Color Management Production Workflow
Mail Newsstand Distribution
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Standards Best Practices for Value Chain

• Content Acquisition, Creation Management
• Digital Image Submission Criteria (DISC)
• Digital Image Metadata Management (DIM2)
• Information Content Exchange (ICE)
• Publishing Requirements for Industry Standard
  Metadata (PRISM)
• Digital Advertising PreMedia Workflow
• AdsML (Specifications for End-to-End Advertising
  Workflow)
• Universal Advertiser Digital Identifier (UNADI)
• Color Management Production Workflow
• Genl Requirements for Application in Commercial
  Offset Lithography (GRACoL)
• Job Instruction File Format for Industry (JIFFI)
• Production Order Specification (PROSE/XML)
• Specification for Web Offset Printing (SWOP)
• Supply Chain Management
• Electronic Manifest and Bar Coding (EMBARC) of
  Paper Stock Shipments
• Graphic Industry Bar Code (GIBC)
• North American Roll Identifier (NARI)
• papiNet Global Transaction Standard for Paper
  Forest Supply Chain
• Mail Newsstand Distribution

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Digital Advertising PreMedia Workflow
21st Century Value Chain
Content Acquisition, Creation Management
Supply Chain Management
Color Management Production Workflow
Mail Newsstand Distribution
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XML Model

• Utilize current and validated mega-XML
  architecture and business language (schema)
• Develop a horizontal specification with core
  elements that serve as building blocks for market
  segments
• Providing benefits to shared market segments
• Develop the segment specification by utilizing
  building blocks with focused implementation
  approaches
• Compatibility amongst the market segments
• A productive best practices approach

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Overview of Programs Services

• Industry Committees 8
• Strategizing and problem-solving teams
• Technical Working Groups 14
• Barcode, Color, and XML-based specification teams
• Implementation Teams 6
• Outreach and educate to increase adoption of best
  practices
• Conferences 6
• 2,500 annually attend meetings in the US and
  Europe
• Annual Print Distribution Conference with
  industry partners
• Alliance for Non-Profit Mailers, GAA, MPA,
  PIA/GATF PostCom
• www.printtools.org
• Publications, services tools to improve quality
  efficiency

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Mail Newsstand Distribution

• 1967
• 1st Annual Conference led by Mailing Services
  Committee
• 1976
• Bundle Bag Sequencing Manual Turn over to
  computer the proper sequencing of names and
  addresses into mail distribution, rather than
  mail destination
• 1980s
• Education series on mail preparation with
  handbooks
• 1984
• PASS Packaging And Sack Sequencing for
  Publications Mailing Computer presort of the
  mailing labels into the groupings needed to
  satisfy postal requirements
• 1995
• Mail.dat 1st Published Production container
  summary file
• Accepted by the USPS/PostalOne! and NOW
  XML-format
• 1999
• ADIS Address Data Interchange Specification
  standardize means to communicate uniform
  address files XML-format, UPU-endorsed

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Industry Groups Leaders

• Addressing/Distribution Committee
• Chair Joe Schick, Quad/Graphics
• Vice Chair Val Scansaroli, Hearst Mike
  Winn, RR Donnelley
• Canada Panel
• Chair Scott Lorenz, Time Inc.
• National Magazine, Book Film Carriers
• Chair Dave Davis, Nationwide Midwest
• Newsstand Logistics Committee
• Chair George Woods, Time Inc.
• POISE Printerss Operational Issues Study Effort
• Chair Anita Pursley, Quebecor World
• ADIS Working Group
• Chair Joe Lubenow, Lubenow Associates

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Thank You

• For more information
• David Steinhardt
• 703.837.1066
• dsteinhardt_at_idealliance.org
• www.idealliance.org