I’m Jake Athey and I’ve been with Widen since May 2004. I work with a variety of marketing people, marketing technologies and marketing practices every day. That might sound a bit mundane, but if you’re reading my blog you know better! We are in the most exciting time to be in marketing.
I’m privileged to be the user and administrator of several popular marketing technologies including customer relationship management, campaign management, digital asset management, email marketing, blogging, and social media management platforms. (If you’ve landed on my blog on purpose, I’m sure you can relate to some the same challenges and experiences...)
While the abundance of marketing channels and globalization continue to be key challenges for every organization, the amount and types of digital content is rising exponentially as new marketing channels emerge. This makes effective management and efficient use of content critical to maximizing return on marketing investments. My blog focuses on the technologies that allow marketing departments to capture, store, retrieve, manage and apply digital content. Here, you’ll find commentary and resources about digital asset management, marketing trends, news and events with Widen and the world around us.
I work in a small marketing team of about five. We have a designer, a product manager, a brand manager, a marketing assistant and an online marketer. We work closely with the sales and customer success management teams. We often collaborate with the account executives and project services teams on projects. Basically, anyone with a customer-facing role depends on Marketing and Marketing depends on them.
Like many organizations, our marketing communications programs include online marketing, public relations, brand management, event marketing, etc. We produce a number of digital assets that are put to use promote our brand, sell products and services and assist with customer relationship management objectives. These digital assets are owned and created by a number of different people across multiple departments inside the organization and externally. Each department has their own shared folder on the network and many employees also have their own folder as well. It’s easier for each department to work separately and for each employee to keep their work on their desktop. When we have a new project, we just start fresh in creating new materials. It’s just easier to re-create something than go digging through some archive somewhere or turn to someone else.
If for some reason, someone needs something that someone else has worked on, we’ll just email it or post it to the FTP. Sometimes, the materials get too large for email so we’ll just use web-based delivery programs like YouSendIt or something like that. There are all sorts of tools or methods we can turn to… no need to settle on one. If someone needs a logo or letterhead, they can always email our designer and she can stop what she’s working on and send them whatever it is they need. Sometimes it might take a few emails to get it right, but that’s ok she’s paid by the hour.
It’s common for teams to email a project file back and forth a dozen times and still see mistakes in the end. “She said this” and “he said that” and the project file morphs into something totally different than expectations called for. They should have given better directions and should have done a better job keeping track of changes. Version 1… version 2… version 7… Who cares what was done to which version and where they’re at? That’s just part of internal communication breakdowns that all businesses have. Why should Marketing care?
It doesn’t really matter to Marketing that different departments have their own libraries of materials and guidelines that they follow—we don’t have that strong of a brand presence anyway. Inconsistency is just part of business and “brand consistency” is a made up marketing term anyway… it has no financial impact. If companies would just spend more time selling and less time on branding then they’d be more successful, right?
Although it’s a pain in the neck, working with agencies or other partners is another part of marketing. If we work with an agency on a brochure, video or website we’ll just assume they’re keeping all of the original files, master assets and anything else they produced. If we need it later, we’ll just email the agency and wait for them to send a CD with the final files. Hopefully, they’ve kept all the files even though it’s been a couple years since the project. Why should we be care what happened to the files or if we have them later? ...Chances are we’ll never use them again.
If only Sales could do their job. It’s not Marketing’s problem to look after the crap sales teams put together. If our sales teams put together poor-quality presentations and lose a deal, then that’s their fault… they should have done a better job. They deal directly with our customers, they should get it right. If they’re putting together presentations on the road or working after five, then it’s not Marketing’s problem if there’s no one at the office to track down and send them the files they need. They should be better prepared.
Why should Marketing care what materials are accessed by whomever, used wherever and what impacts they had. All we want to do is create content and move on. If that old logo was used for the new proposal, that’s not Marketing’s fault. If that image for the new campaign was used before it was to be available for general use, that’s not Marketing’s problem. Why should we care what materials were used the most or had the greatest impact? We know what’s best because we’ve always done it that way. That’s Marketing for you… the department that doesn’t require accountability or intelligence.
“IT wants our Digital Asset Management solution installed at our location.” … I’m sorry to remind you Marketing but are you sure IT knows what is best for you? Does IT do everything else you want? Do they provide the timeliness in response you need? Have they ever dropped the ball on a project before? Do you ever get the feeling like you’re left on an island? I don’t mean to bring IT down or even make reference that you’re IT department is lacking in support for marketing, but we’ve seen it time and time again… IT has way too many other business critical responsibilities and projects going on to give little ole marketing the attention it needs. Marketing requires immediacy in action and a certain degree of understanding of your processes.
Marketing, remember to consider your DAM needs first. You have the right to work with a team that understands creative and marketing workflows. You have the right to a timely and guided DAM software implementation. You have the right to have your administrators and DAM users receive the proper training they deserve. You have the right to have a help desk with DAM specialists that can help when you and your users have questions. You have the right to receive regular upgrades with new features and innovations in DAM and marketing technology. You have the right to contribute ideas and feature requests. You have the right to have a system that is scalable to grow with your needs. You have the right to have a DAM system that can work with other systems. You have the right to a responsive team that can restore digital assets that are accidentally deleted. You have the right to have the peace of mind to know your digital assets will always be accessible. You have the right to know what you’re paying for and only pay for what you use. You have the right to know that your digital asset management programs will be a success.
Why is it that IT departments want Digital Asset Management solutions that are installed on-site? Is it because they own it? Is it because they can customize it? Is it because they want their assets behind their firewall? These are all valid questions. DAM SaaS providers and SaaS adopters deal with these questions all of the time. There are answers to these questions, but the DAM project owners should ask these questions back to their IT managers as well.
The truth is you don’t own the installed software. You only own it if it’s a home grown solution and many large companies are finding that their home grown solutions, after years of development, do not compare to modern-day DAM solutions. Many home grown solutions don’t embrace the feature set, ease of use, and scalability of today’s enterprise-class DAM solutions. If you’re thinking an installed solution belongs to you, you’re not entirely correct. You don’t own the code. If you want to customize it, you must ensure the parts to customize fit with what your needs are and that you have the competency to customize it.
You’re still subject to the release cycles, support and professional services offered by the installed provider. There’s a certain level of expertise it takes to implement and maintain DAM software and many IT departments are not staffed with “DAM experts.” Consider the competencies of IT and the competencies required for a DAM implementation, ongoing maintenance and expansion. In most organizations, the IT team’s time is filled in maintaining the other business critical systems. Does DAM carry that high of a priority with IT? Installed or SaaS, You Still Own Your Digital Assets
Whether you deploy an installed solution or work with a hosted provider, you still own the assets. It’s just a matter of where they live. Of course with an installed solution, they live behind your firewall. With a SaaS solution, your assets live in the hosted provider’s secure data center or the cloud. This is much like banking… you keep your money in a bank because you trust they can do a better job managing it than you can. Certainly, there are good reasons to have asset libraries on the client site. That’s why Widen introduced the Appliance. With the Widen Appliance, companies have replicated assets on-site to support internal creative operations and business continuity planning in the event of catastrophe causing the internet to go down.
One of the many reasons companies – big, medium and small – choose to work with a SaaS provider is because the hosted DAM provider has a better infrastructure to support a widespread network of internal and external users. A hosted provider can often offer greater scalability of the infrastructure. This includes scalability to scale resources up as the demand increases and scale the resources down when so much storage and bandwidth is not required. Scalable SaaS DAM deployments can be more cost-effective as they support a true pay for what you use model.
We had a prospective client share their DAM story with us last week and their needs matched up very closely with what Widen could provide in a hosted Digital Asset Management solution. They needed a central repository for images and videos, easy to use, easy to find assets, multiple levels of control and access, and asset tracking and usage reporting.
However, after learning the Widen online digital asset management solution matched up very well to the needs of this particular client, they came back to us saying that their IT department would only consider solutions installed on-site. Regrettably, Widen is a 100% DAM SaaS provider and delivers web-based DAM solutions where the asset libraries are hosted in Widen’s data center.
Do they want the internet installed too?
I thought it was interesting that this particular client’s IT team would only consider an installed solution since they’ve been unable to maintain the current system. This is something we hear all of the time. Ironically, most of their digital assets – images and videos – end up online. Do they want the internet installed too? If the destination for your digital assets is to be online, then wouldn’t it make sense for the digital asset management solution to be online as well?
A recent Forrester ECM (Enterprise Content Management) report by analyst Stephen Powers shows that more interest was seen in SaaS products (than on-premise or open source), with 43% of the respondents expressing interest in SaaS WCM and 39% in SaaS DAM. “Because content stored in these systems are often public-facing, organizations were less concerned with sharing the content outside the firewall,” reports Powers.
Consider the use and destination of your digital assets in defining your goals and needs with a DAM system. In a large organization with multiple divisions in multiple locations, an installed solution isn’t always the best option. Consider all internal and external users? Will the installed solution be the single point of reference for everyone in the organization? Will everyone adopt the solution or will people still work in the same siloed environments their used to? One of the main goals for deploying a DAM solution should be making it easy for users to access the system, enjoy using it and make it easy to get want they need so they will come back again.
What is the best digital asset management product? That’s a good question… and a common question among those beginning to research digital asset management technologies and vendors. The purpose of this post to help those understand how to decide what is the best digital asset management product for you.
Organizations of all shapes and sizes are adopting digital asset management systems and practices to improve efficiency, brand consistency, accountability, intelligence and effectiveness. When asked, “what kinds of companies need digital asset management?” my response is typically any company that has sophisticated enough creative or marketing operations that they’re creating significant amounts of digital content – images, videos, brochures, etc. – that need to be used and repurposed. That digital content is to be centrally managed and readily available for multiple users to access the content they are supposed to. DAM is particularly valuable to organization’s that have distributed user networks and workers who require remote, self-serve access to a central library of digital assets. There is no exact right or wrong answer to know if a company needs DAM. The size and scale of a DAM implementation varies. When the “traditional” methods of using the shared drive, email attachments, and FTP site start to bring reoccurring pain, then DAM might be something worth considering.
Organizations that are finding success in adopting DAM software solutions include the following vertical markets: manufacturing, retail, marketing & advertising agencies, media, entertainment, publishing, sports, colleges & universities, healthcare, insurance, financial services, non-profit organizations, hospitality, food service, government, engineering, construction, hi-tech.
When asked “What is the best digital asset management product?” … There really is no right answer. It varies. The digital asset management analyst community will tell you the same thing. The best DAM solution really depends on you and your company. It depends on what kind of company you are and what your functional goals are. The size of your company or industry you’re in may matter (or may not). The size of your digital asset library may matter (or may not). The types of assets you predominantly need to manage may play a part. The quantity of users and their location (internal or external) may make a difference.
The digital asset management analyst community will tell you to consider the types of solutions vendors offer to fit different use cases. It is important to understand the business scenarios that fit each vendor’s product strategy to find the best digital asset management product for your particular circumstances. The DAM analyst community has helped those looking for DAM solutions by rating vendors according to common scenarios useful for understanding which types of products tend to work better according to the type of projects. These use case scenarios can be divided into three buckets to include: (1) Image Management, Brand Management and Marketing Operations – segmented further by Digital Asset Library, Photo Archive, Brand Management, Marketing Collateral Production and Distribution, and Ad Production services; (2) Publishing – segmented further by Periodicals Production & Distribution, Multi-Channel Publishing, Catalog Publishing, Rights-Managed Content Syndication and Distribution services; (3) Video Production – segmented further by E-Learning, Video Review and Approval, Short Form Video Production, and Broadcast Video Production services.
Other things to consider when looking for a digital asset management vendor (in no particular order) include:
How long has the vendor been around? … How long have they been offering DAM? … How much of their focus is on DAM? … Is DAM a core part of their business or just a side activity? … How many DAM clients do they have? … How many DAM clients have they lost? … Do they have experience in your industry? … Do they offer complementary services? … Where does their experience come from? … How stable is the company? … Have they been bought or sold? … Is their DAM offering home grown or purchased from someone else? … How sophisticated is it? … Is it evolving as the marketplace changes? … What does their product roadmap look like? … Do they have one? … How often do they come out with new upgrades and innovations? … Who installs them? … Do they have a technical services team? … Do they have a help desk? … What are their hours? … How do you reach them? … Who handles the implementation? … Do they offer training? … Do they perform integrations? How? … What information technology resources will be required internally? … What is the cost to deploy? … What is the cost to maintain? How do you achieve an ROI? … What are the extra costs? … What are their security practices? … How can they ensure my assets are safe? … Is it customizable? … How much customization is required to make it work? … Is it scalable to grow with my business?
These are just a small set of the many questions to ask when looking for the best digital asset management product for your organization.
Leave a comment if you have other advice for those looking at DAM for the first time or share your experiences.
Saints Win! Saints Win! The 2010 Super Bowl between the New Orleans Saints and the Indianapolis Colts was watched by more than 106 million viewers, surpassing the 1983 finale of "M-A-S-H" to become the most-watched televised event in American history. This is the fifth consecutive year that the Super Bowl has averaged more than 90 million viewers, according to Nielsen.
That’s a lot of football fans and a lot of consumers that want to be the first to have the apparel the champions wear.
Minutes after the big game, I received this email from DICK’s Sporting Goods announcing the availability of the official Locker Room Merchandise from Reebok, the authentic outfitter of the NFL. No doubt, there are a lot of fans out there who want the Super Bowl XLIV Champion hat and t-shirt worn by their champagne popping locker-room heroes as soon as the outcome of the big game is decided.
How do retailers like DICK’s Sporting Goods get their hands on these images to have their emails and websites ready to go as soon as the champion is declared? More importantly, how does the Sports Licensed Division of The adidas Group make this process efficient, accurate and cost-effective?
With the help of Widen Digital Sampling and Digital Asset Management services, adidas can get official product images in the hands of their retailers who, in turn, get marketing messages in front of the eyes of the consumer as soon as a buying decision is ready to be made.
Widen digital sampling processes and digital asset management tools help ensure the entire digital supply chain is equipped with compelling, consistent and cost-effective content for commerce.
The Widen Digital Sampling process assists in the creation of digital apparel samples and the Widen web-based digital asset management system is used to manage, distribute and provide access to authentic image assets. As the official provider of licensed apparel for the NFL, NBA, and NHL, the adidas Sports Licensed Division (includes adidas and Reebok brands) uses Widen premedia services and DAM technologies to meet hot market demands for the Super Bowl, NBA Finals, and Stanley Cup Finals.
Widen-powered technology and processes help retailers such as DICK’S Sporting Goods market championship apparel merchandise as soon you see the players wearing the hats and t-shirts after the big game is over.
Saints Super Bowl XLIV Champs Gear in the Widen-powered image library (including blank hats).
What’s all included in the Widen Digital Sampling process? This premedia production process generally begins with photography of one neutral grey apparel sample. Next, digital sampling operators digitally create all color swatches according to league approved team colors. Lastly, graphics are applied according to Reebok/NFL technical guidelines and the final approved images are loaded into the image database where they can be centrally managed and available for download in a working file format.
All Reebok / adidas digital samples are loaded into the Widen-powered web-based image library, which holds the all apparel and headwear styles for the current and coming sports season for the NFL, NBA, and NHL. Since many of the physical apparel styles are not yet available in stores or online (or even physically produced en masse), many of the images are on hold and are tightly controlled using Widen’s governance tools. Styles and logos are often determined 6-7 months in advance of the coming season for the major sports leagues.
When it’s time for these assets to go to market, orders are placed in the DAM system and retailers can download the files according to exact specifications for print or web use. All users are required to sign off on a rights release agreement before they have access to the images. For example, DICK’s Sporting Goods was granted permission to access championship apparel images for the Saints and Colts so they could prepare their email marketing templates in advance of the Super Bowl.
As you can guess, the digital apparel sample production and distribution process shaves weeks off the time to market versus the process of physically producing, photographing and shipping physical samples. Plus, it streamlines a very difficult process—particularly when meeting hot market demands such as with championship merchandise. Besides the time savings of digital sample creation, adidas is able to drastically reduce costs of physically producing each item and team combination and the photography and shipping costs to go along with it.
Benefits of using hosted Digital Asset Management:
Accelerated search and retrieval time in accessing official imagery
Increased real-time collaboration of assets and approvals
Cost savings through the elimination of physical delivery of samples
Elimination of the cost of lost or misplaced work
Reduction in time-to-market through digital delivery
Here’s an inside look at the market preparedness leading up to the Super Bowl:
1 week before the NFL Conference Championships – Conference Championship merchandise was created for the eight teams in the Divisional Round (Baltimore, Indianapolis, N.Y. Jets, San Diego, Arizona, New Orleans, Dallas, and Minnesota)
2 weeks before the Super Bowl – Super Bowl Champion merchandise was created for the four teams in the Conference Championship Round (Indianapolis, N.Y. Jets, New Orleans, and Minnesota)
What happens to the images for the losing teams that didn’t make it, you ask? Quite simply, those are destroyed.
CMSWire recently posted an interesting poll about Digital Asset Management. For those commissioning DAM projects, “What is your biggest Digital Asset Management challenge?”
The answer options to the poll question include:
Taxonomy/Metadata development
Selecting a vendor or product
Building the business case or defining ROI
The usability of the system
User adoption of the system
A comment to the poll provides a good summary of the poll results after 2 days of data collection… “Usability of the system, User adoption of the system, and Taxonomy/Metadata development fall out as 1, 2 and 3…”
This poll couldn’t be more timely as two key areas for DAM development and enhancement in 2010 at Widen are Usability (UI) and Analytics.
Are the results surprising to you? DAM systems that are not easy to use because they have clunky user interfaces or poor taxonomy/metadata development inherently have poor user adoption. What’s a clunky UI you ask? Generally speaking, over-gridded, over-cluttered, over-segmented interfaces with in an overabundance of features most users won’t use tend to be clunky. Systems with good UI design make a big difference for advancing user adoption. Solid taxonomies/metadata structures allow assets to be found easily. If a user can easily find what he or she is looking for in DAM library, then they’ll come back again. Additionally, vendors who offer training and best practices in setting up the system, counting taxonomies and metadata structures, are among the most important factors in selecting a digital asset management system.
Let’s talk “Usability”
Usability for a web based DAM system means that a user who logs in three or four times per year should know exactly what to do to find and retrieve an asset based on experiences working with other common web applications. In Widen’s world of DAM, clients generally have a few different groups of users. There are the power users or Admins who usually represent the smallest group in number but use the full features of the DAM system – ingestion through distribution. There’s typically another tier of regular users that use the DAM library with some regularity, but for more common purposes of finding and retrieving digital assets. Then, there are the hundreds or thousands of users that only login a handful of times each year. It’s that long tail of “once in awhile” users that the system should cater to in terms of ease-of-use. Other bells and whistles for more advanced users should exist, but shouldn’t over-complicate the UI, nor be too overbearing for the general purposes of the system—ingest, collaborate, manage, find, retrieve and distribute assets.
To provide a Widen customer example of user adoption, Steelcase—the global office furniture leader—had over 9,000 logins within the first two months of going live with their DAM solution. Interestingly, Widen serves five of the top 15 office furniture manufacturers. This type of user adoption drives the demand for DAM throughout the supply chain. While CMS Watch, an analyst firm who talks to DAM customers, reported that Widen has a “clean, well-designed user interface that appeals to business users,” we still recognize the magnitude of usability and opportunities for improvements in UI design.
Diving Deeper into DAM Data with “Analytics”
An Analytics application speaks directly to the business case for DAM endorsers and senior leaders who look at how DAM supports top-line revenue growth or impacts the bottom line. Digital Asset Management ROI is measured in a number of ways with hard dollar and soft dollar savings. Common buckets for measuring DAM ROI include: how DAM improves processes, how DAM reduces costs, how DAM increases revenues, how DAM adds new profit centers, and how DAM protects the brand. The time to realizing a DAM ROI is predominantly driven by two things – user adoption and subsequently asset usage and asset repurposing. Leveraging tracking, reporting and analytics tools offers more intelligence and thus greater ability to measure and prove ROI. For that reason, Widen developed four key ratios that help customers watch and evaluate adoption and success:
Digital Asset Activity Ratio: A comparison between the quantity of assets that have been ordered and the amount of assets stored in the DAM system. This ratio provides insight into the relationship between download activity and all the assets stored in the digital asset library.
Repurposing Ratio: A comparison between the active digital assets and the quantity of assets ordered. This provides insight into the amount of content repurposing that is taking place over a period of time. Repurposing continues to be a key component of digital asset management value.
User Activity Ratio: A comparison between the total number of logins and the quantity of users that have logged in provides information about visitation frequency. This metric also provides insight into how frequently users visit to browse or check back on new branded materials.
Digital Asset Consumption Ratio: Comparing the quantity of files ordered to the users that logged into the system provides information on the amount of data being consumed by each user over a specific time period.
So we’ve touched on the metrics for monitoring ROI once DAM is deployed, but how do we build the business case?
Finding It All While Saving A Bundle
If you’re unsure of the costs that come with unmanaged data, consider these factors, and then apply them to your own organization.
Companies spend an average of $8,200 per person per year on file management activities. These include searching, verification, organization, backup, and security.
Creative professionals spend an average of one out of every 10 hours of their time on file management. Their prime activity: searching.
The average creative person looks for a media file 83 times a week and fails to find it 35% of the time.
A digital asset management solution could help alleviate some of these costs. According to findings from GISTICS Research, a DAM solution can cut the amount of time spent on file management by more than 85%. And rather than failing to find a file 35% of the time, users will not find something only 5% of the time.
SOURCE: GISTICS
Visit the DigitalAssetManagement.com ROI calculator for more assistance in putting together a DAM ROI.
Our thanks to all customers who continue to provide feedback and ideas for making the Widen Media Collective more valuable and enjoyable. Widen customers can expect more specific communications to come in the next few months about the User Interface (UI) enhancements and new Analytics application.
Marketers shifting or integrating digital marketing strategies cannot ignore the importance of using DAM solutions to control and distribute approved digital media to authorized users. Digital media consumers demand the same amount of quality and consistency in the content they consume as they would offline media; they just might face more noise with the overabundance in clutter of messages. The brands that deliver quality content, including imagery and interactivity, are those that get noticed and drive brand awareness. Getting noticed in a digital marketing world holds tremendous value because of the opportunities for consumers to engage with marketers and other consumers in two-way communications. In the social web, satisfied consumers can serve as brand advocates whereas dissatisfied consumers can bring a brand down.
Like Digital Marketing is more cost-effective than traditional marketing channels, Software as a Service (SaaS) DAM is the most cost-effective way to manage digital media assets.
The explosion of digital content, including diverse content types such as rich media, forces organizations to invest in digital asset management tools to maximize the value of those assets by keeping them in a centralized location accessible for multiple purposes. That centralized location should be a SaaS DAM solution that enables the content to be most easily accessed by those that need it, when they need it. Those that need access to a digital asset library include multiple internal departments, partners, agencies, sales channels, and the media.
What are the Core Benefits of SaaS DAM Over Installed Solutions?
Speed to implementation inside 30-90 days versus 6-9 months
Low monthly subscription and minimal startup costs make it easier to budget
Flexibility, adaptability and scalability to grow and change with client needs
What’s the big deal about DAM SaaS?
A recent Forrester ECM (Enterprise Content Management) report by analyst Stephen Powers shows that more interest was seen in SaaS products (than on-premise or open source), with 43% of the respondents expressing interest in SaaS WCM and 39% in SaaS DAM. “Because content stored in these systems are often public-facing, organizations were less concerned with sharing the content outside the firewall,” reports Powers. That’s a new way of looking at it... (at least for a SaaS provider)!
The content stored in a rich media management system (images, videos, ads, brochures, etc.) was developed with the intention to be public facing at some point in time—oftentimes serving advertising and marketing communications purposes—so it should be easy to access (and control). SaaS DAM solutions make it easy to access digital assets anytime, anywhere while offering the security controls to protect rights and release/expiration dates.
Powers reports other reasons that installed content management solutions often fail or fail to meet expectations include poor content strategy and a lack of IT and business alignment. SaaS solutions make up for that because it is the responsibility of the SaaS provider to share best practices, contribute to content strategy and help manage change in order for the system to survive beyond the implementation phases. Remember, SaaS providers are required to meet the client’s needs every month and repeat it on an ongoing basis in order to earn the ongoing business. Moreover, SaaS solutions cut out much of the internal IT resources necessary to implement and maintain the solution because the IT resources, for the most part, are provided by the SaaS provider.
Marketers have been shifting budgets and focus to Digital Marketing strategies for quite some time in order to be “multi-channel” and leverage the power of digital media, online and other interactive channels. These strategies allow brand owners to be more efficient in reaching their target audiences with their message. Leveraging new ways to push messages, publish content and interact with customers is the easy part because the ROI is clearer. However, marketers should not overlook the methods and technologies that assist in creating, managing and distributing the “assets” that power digital marketing strategies. Although managing digital assets is not seen as the “sexy” side of marketing, it is a critical component to increasing efficiency with operations, ensuring consistency in presenting a brand to the marketplace, and maximizing the return on marketing investments.
As marketers leverage more cost-effective means of reaching their audiences, they should also adopt more cost-effective means of managing their digital media with Digital Asset Management solutions. An Integrated Approach to Marketing
There’s a lot of evidence to show that digital marketing is more targeted, more impactful, and better tied to other vehicles and channels. More appealing to marketing executives is the opportunity that digital marketing brings with reporting, tracking and accountability. While many marketers are not entirely doing away with traditional marketing and advertising programs (TV, print, direct mail, etc.), they have shifted more focus on an integrated approach. Digital marketing helps marketers better engage customers to complement more traditional approaches targeting the masses. Digital marketing is often more cost effective, builds awareness quickly, fosters relationships and is measurable in ways traditional advertising just can’t match.
As companies make moves in the way they deliver their message and connect with customers to be more cost-effective, they should also make moves in the way they manage the content of their brand. The solution to being more cost-effective with how to manage that content is better known as digital asset management (DAM). What DAM Provides to Digital Media and Brand Assets:
Greater ability to organize and find approved and available assets
Greater ability to share and repurpose assets across multiple channels
Greater ability to ensure compliance and consistency with approved assets
Driving Brand Awareness with DAM
Marketers seek to improve brand awareness by being in more places in front of more faces. However, if the brand does not appear consistent from one customer touch point to the next, than that is more damaging to the brand than not being there at all. DAM helps marketers repurpose digital media across multiple channels and do so consistently with assets meeting the quality standards for each channel. For example, image assets were historically developed with the specific channel in mind i.e. print catalog. Now, image assets are developed for multiple channels--print catalog, brochure, store signage, website, email marketing, online video and other social/interactive media.
What Drives DAM Adoption?(From the 2009 Aberdeen Benchmark Study)
Improved Operational Efficiency – streamlined digital supply chains
Improved Brand Consistency – approved brand assets used in multiple channels – as opposed to communications coming from disconnected departments
Improved Return on Marketing Investments (ROMI) – greater opportunity to find and reuse or repurpose existing assets and reduce re-work or costs of re-creating lost assets
Now that we’ve covered the core reasons why marketers should leverage digital asset management technologies to improve marketing efficiency and effectiveness, I’ll cover why SaaS is the most cost-effective delivery model for marketers to deploy digital asset management solutions next.
The last several years have seen a dramatic shift from traditional media to digital media such as online marketing and social media. The move to digital media has led to an exponential growth in digital marketing content, which has in turn created bottlenecks and inefficiencies in managing this content and difficulties in measuring the performance of campaigns and in maintaining a consistent brand image.
Digital Asset Management (DAM) technology can overcome these problems by automating the process of ingesting, archiving, searching, managing, repurposing, sharing and publishing content in a seamless and collaborative environment. DAM adopters achieve substantial return on investment including reducing time to market, improving the performance of marketing campaigns, reducing marketing costs and improving brand consistency. This article will examine in detail how DAM can rapidly generate ROI by improving the performance of digital marketing efforts.
In order to give power to your marketing programs in 2010 and be more efficient in doing so, Digital Asset Management should be your first technology investment.
Widen has released a new whitepaper that addresses 5 key benefits that DAM provides to marketing operations, including:
Generate additional revenues by reducing time to market
Reduce costs of finding assets
Reduce costs of distributing assets
Save money on physical samples
Improve brand consistency
This whitepaper is an interactive PDF containing videos of customer interview segments from InSinkErator, Brady Worldwide, Knaack and Sub-Zero and Wolf.
New in 2010, Widen is offering free Digital Asset Management system access for up to 90 days to companies and organizations researching DAM or needing a hosted DAM solution. Try it for a special project, campaign, product launch, trade show or event! Request VIP Access to the Widen DAM demo system.
Widen has spent over 13 years developing and supporting web-based digital asset management solutions to marketers of all sizes – from Fortune 500 enterprises to small and medium-sized businesses, agencies and non-profits. In that time, Widen has offered the opportunity for individuals and teams to experiment, test and trial live online digital asset management systems in live production environments, real-time marketing workflows, and sales channel relationships.
Widen is rolling out the red carpet by providing free digital asset management system access to Widen's live online digital asset library for up to 90 days. You and your users get the same basic functionality as Widen DAM clients within Widen's Digital Asset Management demo site.
Free Digital Asset Management System access includes the following capabilities:
Setup your own personalized role and permissions
Upload your own digital media – hi-res images, videos, audio, PDFs, Word, PowerPoint, InDesign, etc.
Add your own metadata – descriptions, tags and automatically captured file info
Download or send media with on-the-fly file conversions to print and web formats
Create additional users
Create custom system messages and user announcements
As a Software as a Service (SaaS) provider, Widen DAM solutions are 100% web-based and designed for creative and marketing workflows. No software downloads or installs, no IT support required, and no specialized skills needed. Widen SaaS solutions scale to meet the demand for unlimited simultaneous users and unlimited asset uploads and downloads. Training and support is provided entirely by Widen. Ownership of Widen DAM SaaS solutions can be afforded with a low monthly subscription. Widen clients get their own branded web-based DAM solution and personalized URL, plus the ability to administrate their system with custom metadata structures and output types. Contact Us for more information about Widen DAM SaaS products and pricing.
Notice: Widen's Free Digital Asset Management System Access does not provide users with a fixed permanent solution, but is intended to provide those investigating DAM solutions with a no-cost, no-commitment resource for evaluating Digital Asset Management technology and support to answer questions along the way.
Watch the interview with Brian Becker, VP of Client Development for Widen Enterprises, as he talks about the prepress production processes performed for a large apparel marketer. Part II focuses on Widen's digital sampling and color retouching services in the life cycle of a digital asset.
Intro
Widen recently helped a large apparel company improve quality and streamline creative production processes by utilizing a blend of Widen premedia services and digital asset management technologies. Widen helped the client make the move from showcasing garments currently shot on mannequins to garments shot on live models for a new women's sports licensed apparel campaign. In meeting the goal of going live inside 30 days, Widen created over 500 images with 20-25% of their shots featuring garments on live models versus mannequins.
Color Production The image work for the project was done by the Widen Color Production department, which consists of six master graphic artists. They are the ones that go in and clean-up the files… They take the camera raw data and optimize it for the best environment for lighting of the flesh tones, hair color, garment color, detail and sharpness, etc. Widen’s color retouching experts have a knack for understanding the customer expectations, which was very simple and natural for them given the jobs they work on every day.
Digital Sampling The Digital Sampling department is the group that applies the graphics to the garments shot on the models and mannequins. The color operators take artwork from Illustrator and merge them onto the actual photograph in Photoshop. There challenge and expertise is to make sure the graphics follow the contours, shapes, highlights, shadows and wrinkles in the garments as they apply logos, team names, numbers and names, etc. supplied in the client's technical specs.
Many people don't realize what a huge production process there is that goes on behind the scenes to get garments sent to Widen, put on models, styled, shot correctly, color-optimized, digital-sampled, posted to a database and eventually marketed on a website or print catalog, signage, etc.
Color Management Consumers only spend a few seconds shopping for garments online, so it’s critical that what they see on the screen is what they’ll get in real life. We don’t use our eyes to confirm what we “think” we like on a screen, we use technical data that comes from a strong color management umbrella over the top of everything we do in production. From our cameras to our proofing devices, everything is color managed for the desired output – website or printed material.
In the end, Widen created approximately 500 images, which are upload to their digital asset library also hosted by Widen. From there, the images are ordered for placement on any number of websites. Posting images via embed links will help to ensure the most current images are used across all web domains.
The Widen Advantage caters to the life cycle of a digital asset by offering all of the production, management and distribution services under one roof. The blend of Widen premedia services and digital asset management solutions working together help clients in a number of ways, including:
Cost Savings - Increases efficiency in creative/production cycles plus centralization of re-usable assets minimizes efforts re-inventing every process of the creation-production-distribution value chain.
Faster Time to Revenue - Shortens time to market and increases effectiveness of marketing execution by empowering sales channels with on-demand access to use brand-approved digital assets.
Competitive Advantage - Improves brand consistency with quality representation of products and ensures compliance across targeted, multi-channel marketing campaigns.
Better Planning and Strategy - Tracking of usage patterns including reuse and repurposing of assets allows for more effective budgeting, resource allocation and planning of future marketing campaigns.
Watch the interview with Brian Becker, VP of Client Development for Widen Enterprises, as he talks about the prepress production processes performed for a large apparel marketer. Part I focuses on Widen's digital photography and photography workflow management capabilities in the life cycle of a digital asset.
Intro Widen recently helped a large apparel company improve quality and streamline creative production processes by utilizing a blend of Widen premedia services and digital asset management technologies. Widen helped the client make the move from showcasing garments currently shot on mannequins to garments shot on live models for a new women's sports licensed apparel campaign. In meeting the goal of going live inside 30 days, Widen created over 500 images with 20-25% of their shots featuring garments on live models versus mannequins.
This is a case of having a DAM customer, in which Widen provides the technology and service to manage thousands of images, take advantage of Widen’s expertise in premedia services to create their digital assets for this particular campaign.
Models and Apparel – Connecting one DAM Customer with another DAM Customer Since this apparel customer wanted to use live models for the photo shoot at Widen, we were able to help because we have another DAM software customer that is a model and talent agency. In essence, we were able to connect one DAM client with another DAM client to complete the photo shoot. To get started, the apparel company was able to browse model shots by viewing assets from the Rock Agency online image management system and select the talent for the shoot.
Digital Photography, Review and Approval When it came time for the shoot in Widen's photo studio, we brought in the models, photographer, and did all the make-up and styling so that we could capture a single garment before it was off to our digital sampling and color retouching departments to create all of the products and get them ready for the customer’s campaign. (Learn more about Widen digital sampling and color retouching services in Part II.)
Leveraging Widen's online photo approval application, Widen could post the best shots for client approval before the models had even left the studio. Widen’s photo approval system allowed for same-day sign-off by the client who was over a thousand miles away.
Color Retouching, Image Management and Distribution Once the preferred shots were selected, Widen’s Digital Sampling department created the other variations of the garments by applying logos, team names, numbers and names, etc. supplied in the client’s technical specs with Illustrator files. Widen's Color Retouching department also created the one-of-a-kind pieces by taking a photo of the garment on the mannequin and applying color retouching techniques to create quality digital apparel samples optimized for e-commerce websites. All of the final images were organized and managed in Widen’s online photo asset management system where the client could select the best shots for executing the campaign.
The end result helped the client achieve superior image quality and color consistency for the product images on the web to best represent the real-life garment.
Watch the video compilation from several marketing professionals discuss how digital asset management supports brand consistency.
In the first segment, Michele Bedard, Vice President of Marketing, Sub-Zero, Inc. and Wolf Appliance, Inc. talks about how Sub-Zero and Wolf are all about the brand experience. For that reason, it is important to have brand consistency so the “brand” looks and feels the same from whatever source a consumer or partner would see it. Web-based digital asset management tools provide representatives in the field and/or channel partners, access to use the latest brand-approved digital assets – images, videos and marketing/promotional materials – from anywhere in the world.
As a bonus to ensuring enterprise-wide brand consistency, Sub-Zero and Wolf have more distributors and dealers using their advertisements and promotional resources that fit within the corporate campaigns. Thus, they get more return on their advertising investments with extend the reach and utilization of corporate-branded materials further down the marketing supply chain.
Plus, the corporate marketing departments and individual distributor/dealer networks are more efficient and effective in their collaborative marketing communications functions. The centralization of all images, videos, ads and marketing materials allows Sub-Zero and Wolf to have greater control in managing access to digital assets in addition to greater ease in managing the obsolescence of digital assets.
In the second segment, Jim Scarlata, Senior Marketing Operations Manager for Knaack LLC, explains that the Widen DAM solutions offer up the ability to have 100% brand consistency. In this economic climate where staffs are lean and staffs have numerous other responsibilities, DAM or brand asset management software provides Knaack corporate marketing with a safeguard.
As the person responsible for the Knaack marketing operations, DAM serves as a “brand guardian.” No matter what a channel partner, marketing agency, internal or external user needs, they will get an asset that is current, one they can use, and use it in whatever format they need to complete the project.
In the third segment, Jim Magruder, Senior Marketing Communications Manager at InSinkErator, provides testament to how DAM software helps maintain global brand consistency in keeping with the InSinkErator global brand guidelines. To a company whose goal is to offer the most state-of-the-art and innovative products, they have an innovative system to store, retrieve and manipulate digital assets management in a way that best supports the marketing of those products.
Watch more Widen customer interviews to learn more about how Widen Digital Asset Management software and premedia services support the roles of marketing and creative people.
There are a lot of companies that will say “now is the time to gear up for the new year so that you can hit the ground running,” but this customer video compilation goes to show why top marketers implemented Widen digital asset management programs to improve their marketing operations. See why these marketers have made the investment in Widen’s hosted DAM software to create efficiencies, improve productivity, and increase brand consistency throughout their marketing channels.
Are you wasting precious time and resources managing and fulfilling requests for brand assets?
Are you looking for ways to improve marketing efficiency, effectiveness and agility?
Are you seeking fool-proof ways to achieve brand consistency across all customer touch points?
Do you want to empower sales channels to be more effective?
In the first segment, Jim Magruder, Senior Marketing Communications Manager at InSinkErator, talks about their growing problem managing and distributing brand assets. He explains what a problem it was to regularly get calls from customers, sales reps, ad agencies and PR firms needing digital assets and there was no easy way to provide them what they needed in a timely matter. Sound familiar? He knew they needed a more efficient digital media asset management system so he wouldn’t lose precious time having to duplicate the same process over and over again fielding requests such as “I need an image and I don’t know what format I need.” Each time, he would have to stop what he’s doing to find the asset, convert it, ship it, etc. Widen DAM asset management services changed all that and removed the burden of having to manage and distribute assets “the old way.”
In the second segment, Jim Scarlata, Senior Marketing Operations Manager for Knaack LLC, explains that there was one gatekeeper to their digital asset library and there was no easy way to achieve brand consistency across all marketing channels, ensure the most current brand assets were always available (and used), and make assets easily available to all channel partners. With Widen’s help, Knaack has a single online location for all of the most current digital content to be globally available to any approved user.
In the third segment, John Wernecke, Global Marketing Manager (Former Public Relations Manager), Motorola Mobile Devices talks about the ease of use when it comes to digital assets management with the help of Widen. The Widen Media Collective provides Motorola with enterprise-wide ability to share and collaborate interactively 24 hours a day, which has allowed marketing and creative groups to come together at a central location that is always accurate and working.
In the fourth segment, Michele Bedard, Vice President of Marketing, Sub-Zero, Inc. and Wolf Appliance, Inc., explains how Sub-Zero and Wolf is all about the brand and making sure customers have a consistent brand experience across all touch points. The Widen online digital asset management tools provide the people in the field with access to the most current assets so Sub-Zero and Wolf brands look the same from whatever source anyone would see it.
In the fifth and final segment, Michele Kowalkowski, Catalog Manager North America, Brady Worldwide, Inc., talks about how the Widen corporate image library empowers sales people to carry out their jobs and supports relationships with their distributor networks. Without always having to be reliant on the marketing team, they have a digital asset library they can trust to be accessible when they need assets and get them instantly in the format needed to complete their project.
The branding article in the September / October IPA Bulletin titled "Rebranding Your Company" by Nancy Lowther features an interview with Widen CEO Matthew Gonnering.
Recognized for its comprehensive coverage of issues and challenges facing graphic solutions providers, the bimonthly IPA Bulletin magazine features in-depth articles on technical innovations, standards, and business development in graphic communications.
Go straight to the article: Rebranding Your Company. Here's a summary of the main points in the business branding article:
Branding is the most valuable and fragile asset to an organization.
Brands have two sides – an external and an internal. Externally, it is the perception of the products or services delivered to the marketplace. Internally, it’s a personality... a set of defining characteristics to which a company aligns.
How is Widen an example of a company re-branded? Like other traditional prepress services companies and printing companies offering prepress services have done, Widen has evolved and diversified into areas to include digital media management, digital content management, photography and premedia services. However, this goes beyond “re-branding” but also includes a company reinventing itself. Why do companies rebrand? Companies look to rebrand if and when they say yes to any of the following questions:
Is your revenue declining?
Has your revenue been the same year after year?
Have you lost customers?
Are you losing key employees?
Have you lost market share due to market changes and trends?
Companies must face the rebranding question to answer this one: "If we continue to do what we’ve always done, will we still be in business 10 years from now?”
How do companies rebrand? Branding goes along with a company’s Vision, Goals & Objectives and Strategies.
A Vision is how you see your ideal future. Without a vision, you may not recognize opportunities that can get you to that ideal future. Things to consider include: the perspectives from key leaders and possible roadblocks, market demand and competition. You have to interpret the unarticulated demand of the market to recognize an opportunity. Brand building involves connecting at an emotional level and establishing trust to build brand equity. Brand positioning defines where you place your products/services relative to your competition and where you place in the minds of your customers. A Vision for your brand is achieved by learning what your customers need and want to be successful.
Objectives and goals are what shapes your vision. Every employee must know what an organization’s goals and objectives are. Objectives and goals are shapes by an organization’s major strengths (core competencies) and how they can be built upon. You must not forget to look for deviations from what it is and what it should be. Goals and objectives can also be developed by categorizing products and services according to a lifecycle state—startup, growth, mature, declining, etc. Other factors in formulating goals and objectives include a gap analysis of the market, products, services, customers, employees, finances and technology.
Strategies are the action steps on how to achieve your objectives. There will be one or more actions for every objective. Marketing actions are included for most objectives. Marketing uses this information to create a marketing plan. However, this is not owned by just the marketing department. Business and technology strategies must be aligned and every employee and manager must know how to implement them. “Marketing Your Brand” - With an abundance of marketing and customer touch points and channels, brand consistency is a major concern for organizations of all shapes and sizes. Centralization of branded content and brand asset management is critical to making sure your audience hears and sees a consistent message. Your branded content involves everything from your stationery and business cards to brochures, website, packaging, signage, trucks, how you present yourself at a dinner meeting, how the company phone is answered and how the front lobby looks. As the old saying goes: “You never get a second chance to make a first impression.”
Widen is seeing increased interest in Video Asset Management solutions to store, manage, access and deliver digital video for online video marketing purposes.
As Sean Callahan recently reported in the Marketers Make Move to Online Video article in BtoB’s Best 2009 special issue for Marketers and Creative, the “Internet has accelerated the creative use of video in b-to-b marketing, which is one key trend we saw in the submissions for this year’s BtoB’s Best.”
Online video has become an affluent medium for both b-to-b and b-to-c marketers alike. Online video is a key method of delivering and consuming information that educates, entertains, and/or inspires in ways that touch emotions static text on a page cannot achieve. Best of all, online video isn’t just for big companies. An abundance of devices and software for video capture and editing are becoming popular additions for many marketing departments. Furthermore, Web-based DAM technologies are making the management and distribution easier and cheaper for organizations of all sizes.
In terms of viewership, the Nielsen Company recently reported viewers have substantially increased the time they spend watching online videos with YouTube being by far the single largest provider of streaming video. Nielsen's time-per-viewer metric rose to 195.2 minutes per month in September, a 25% year-over-year increase. Read Time Spent Viewing Video Online Up 25% per Viewer to learn more.
While the popularity of creating and consuming online video continues to skyrocket, the problems with video asset management are still there for nearly all marketers. The downside is video files are exponentially larger than text documents. Multiple copies of a file in multiple locations use even more storage. It also makes version control nearly impossible, since someone has to remember each file's location and update or renew it when a new one becomes available or when it expires. Plus, there isn’t always an easy way to search for the right video based on the content.
When you add all those factors, it makes a compelling argument for software-as-a-service that simplifies the tasks associated with managing, finding and distributing video content across the Web. The problem is that a lot of organizations that can benefit from distributing their content in the form of video; they just don’t have the internal infrastructure to support it. Like most projects that are challenging to do on your own, digital asset management can benefit from a software-as-a-service model that allows customers to focus more on what they want to accomplish than figuring out how to go about building and maintaining it.
In Widen’s recent article, RAM: Bandwidth on the Run, the increased demand for video content creates four issues that require more efficiency in how we manage video assets:
Not enough bandwidth to meet demand.
Difficulty moving video files from one user to another.
Multiple copies in multiple locations.
Lack of searchability.
However, digital media asset management technologies provide much more than simple file management or a video hosting service. Digital media files become assets of value through the attachment of metadata because they can be indexed, versioned, secured, stored and assigned a lifecycle state, a unique ID and an owner. Digital Asset Management systems serve as the keeper for both the files and metadata.
Benefits of digital asset solutions summarized from the Bandwidth on the Run article, include:
All users watch the same file from the same source.
Easier distribution.
Greater control over what is being viewed.
Simpler, more effective organization.
Simplifies backup.
For an expanded explanation, read the article titled RAM: Bandwidth on the Run by Matthew Gonnering, CEO of Widen Enterprises.
Matthew Gonnering, CEO of Widen Enterprises, will present as part of the Company Previews session at the 2009 SIIA OnDemand Conference. If you’re planning to attend, be sure to check out the Widen presentation scheduled for Thursday, October 29th at 10:10am. Gonnering’s presentation will introduce why Digital Asset Management (DAM) deserves ranking among other enterprise software acronyms—SFA, CRM, ERP, etc. He will also talk about Widen’s DAM SaaS model and give way to the latest thought-leadership practices at Widen in making sense of key statistics and ratios branded as DAM Success Metrics.
SIIA OnDemand, produced by the Software & Information Industry Association, takes place October 28-30 in San Jose, CA and is the industry’s most comprehensive ISV conference for understanding the business drivers around SaaS and Cloud Computing.
SIIA OnDemand will focus on “Driving Revenue in a Recovering Economy” and features timely sessions covering social media and other demand generation techniques, lead nurturing automation, sales force optimization, and winning channel strategies. In addition, you’ll hear from the CEOs of a dozen innovative SaaS/Cloud companies, including ours!
Here’s the SIIA OnDemand keynote line-up:
Lars Dalgaard, CEO of SuccessFactors (a recent SaaS IPO success story), will address how ISVs can benefit from “The New Era of Cloud Computing”
Zach Nelson, CEO of NetSuite, will present “Navigating a Crowded Sky: Making Sense of the Cloud Platform Revolution”
Michael Lock, Google Enterprise’s Director of Americas Sales & Operations, will share his top 5 lessons learned selling and marketing cloud-based computing.
For more info about the SIIA OnDemand Conference, check out these links:
If you plan to attend, leave comment or Contact Us and we’ll provide you with a promo code to save $100!
If you’re unable to attend but interested in what Matthew has to say, please leave a comment or Contact Us and we can have a conversation or send the video and slide deck.
Watch the preview video from Matthew Gonnering, Widen CEO, on OnDemand DAM Software.
Watch the video compilation from several marketing professionals discuss their experiences with Widen Digital Asset Management Software as a Service (DAM SaaS).
This short video compilation includes three different customer interviews making a case for the SaaS deployment model for digital asset management programs. The first customer is Jim Scarlata, Senior Marketing Operations Manager for Knaack LLC. He speaks about why SaaS makes the most sense for companies with limited IT resources. He argues that DAM software is a subject area outside of the core competencies of Information Technology personnel responsible for critical business systems. Digital asset solutions reside more in the area of creative and marketing and should be handled by a company whose core competency is digital asset management workflow. Widen has 15+ years of experience in DAM software implementations across a variety of business models and vertical industries. Furthermore, Widen’s service-driven culture offers the consultation and suggestions to make the implementation go as smooth as possible.
The second customer is Jim Magruder, Senior Marketing Communications Manager at InSinkErator, and he states that he turned to Widen as a DAM SaaS provider because of two main promises—technological expertise to solve problems and the service commitment backing the technology. As a self-proclaimed “non-technical” person, Jim Magruder and his team at InSinkErator have both the technology and service experts to make life easier when it comes to managing brand assets and promotional materials.
The third customer is John Wernecke, Global Marketing Manager for Motorola Mobile Devices, and he talks about the rapid response from Widen support teams and how they go “above and beyond” with no questions asked. He explains that when there’s a problem, it’s quite simply “What happened? ... What were you doing when it happened? … And, we’ll fix it.
For the latest about Widen’s commitment to service when it comes to digital asset management software support, watch the video about Widen25.
I’m Jake Athey and I’ve been with Widen since May 2004. I work with a variety of marketing people, marketing technologies and marketing practices every day. That might sound a bit mundane, but if you’re reading my blog you know better! We are in the most exciting time to be in marketing.
I work in a small marketing team of about five. We have a designer, a product manager, a brand manager, a marketing assistant and an online marketer. We work closely with the sales and customer success management teams. We often collaborate with the account executives and project services teams on projects. Basically, anyone with a customer-facing role depends on Marketing and Marketing depends on them. 
The branding article in the September / October IPA Bulletin titled "
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