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Panpa Bulletin : July 2007
30 PANPA Bulletin July 2007 Using an online service for preparation of ads proved to be a pleasant surprise, writes Kevin Slimp Irun across quite a few software ven- dors as I travel from one convention to another. Every now and then, I'll see a new product that looks like it has potential for our industry. Over the past few months, I've visited with Bethany R Weidenhammer, Metro Creative Graphics, at several conferences. Each time, she has made a point to tell me that Metro would be offering a new service of great interest to newspapers. So it came as no surprise last week when I received a press release from Bethany regarding Metro's "ADS On Demand" service. Basically, ADS on Demand works like this. Let's say I need an important ad prepared for tomorrow's edition. I look at the clock and realise I'm going to be hard pressed to have an ad ready by deadline. ADS on Demand allows Metro customers to go online to have ads created for the next day's edition. If I place an order by 4 p.m. local time, I will have an ad waiting in my email by 9:00 the following morning. I tried the ADS on Demand to see how well it works. First I went to www.metroad- sondemand.com and entered the necessary information. Users can upload photos, logos or other graphics for use in the ad. There's also an area to let the designers know just what you're looking for. I upload- ed a photo and ordered two print ads and one ad for a website. I wanted an ad with a hometown feel, so I instructed the designer to use appropriate artwork to create that feel. Sure enough, when I checked my email the following morning, there were the ads. Once you receive the first version of the ad, you can submit as many revi- sions as needed. Simply print the PDF of the ad you receive and indicate any changes or edits, then fax back the printed page(s) to the Metro Design Team. Or, if have Adobe Reader 7.0 or higher, you can use the "Note Tool" to make comments directly on the PDF and email it back to Metro. You will receive your revised (print) ad via email within two hours. I requested a couple of changes, which were promptly han- dled and returned to me in less than two hours. And here's the clincher: the ads were very well done. Sometimes, when creat- ing an ad for an important client, I've searched for hours for the right artwork. ADS on Demand allows the customer to focus on other jobs, knowing the ad will be ready as promised. After seeing ADS on Demand, I contact- ed a representative of MultiAd and learned that they offer a service called "We'll Create It." We'll Create It was developed to create custom artwork, ads and other graphics for newspapers. If you're a MultiAd (AdBuilder) customer, it might be worth checking out. The cost for Metro's ADS on Demand seemed very reasonable. Print ads start at US$15 (priced by size) and web ads start at US$15 for static ads and US$45 for ani- mated ads. Animated Flash ads cost US$45 and up. Kevin Slimp, Institute of Newspaper Technology. Internet-based ad creation services software matters These are the two panels of an animated GIF ad from Metro's ADS on Demand service MultiAd customers can order ads through AdBuilder's "We'll Create It" service. This is an example of an ad designed by MultiAd. Example of another MultiAd
August September 2007