You can have my last roll of Kodachrome, Paul Simon.

Tuesday, June 30, 2009 by Mark Pajari

The recent  announcement that Kodak will no longer manufacture the once-popular Kodachrome film has a lot of film purists hanging their heads. Not that everyone didn't see this coming. Digital cameras have outsold film cameras beginning in 1994. Today, you will have to look real hard to find any film cameras on the shelves of most stores. They may be slightly easier to find at camera stores that cater to professionals such as B&H or Calumet, but try to find a film camera at Best Buy or Target. They are over there, next to the bulky tube TVs and VCRs. History will show that the first decade of this millennium was when digital went from just a cool technology to the accepted standard in image capture. Although digital photography has been in use commercially for over 20 years, the last ten years have seen incredible advances, both in terms of function and quality. Photo journalists were first to adopt, followed by studios, and then consumers. There will always be those that believe film is superior to digital. And for certain situations like fine art, it may be true. It's the same reason some people prefer the natural sound of vinyl records over CDs or MP3s. Truth be told, there is a certain look of film like Kodachrome that can be difficult to duplicate with digital photography. Although with the right post processing in Photoshop you can come close. To me, Film vs. digital is like learning how to do long division with a pencil on paper (film) instead of simply using a calculator (digital). You can arrive at the same number with both methods, but one requires a lot more work. 

As for me, I love digital photography and am not looking back, even for a second. The concept of immediately seeing how your shot turned out has alone made the transition to digital worth it. Then there is the fact that you can shoot a seemingly unlimited number of shots, trying different exposures, techniques, poses, etc. without having to worry about how much film you have left. And let's not forget that if you provide color retouching or premedia services, you have eliminated a number of color reproduction variables from your process. With digital photography there is no film processing and scanning. Two steps that can drastically alter the color before it even makes it on to your computer display. I know, because I used to scan plenty of Kodachrome transparencies with all their vibrant hues back in the day of the drum scanner.

Okay, so the points I just made in the film vs. digital debate have all been made many times before. And now that Paul Simon's mama took his Kodachrome  away, (as made famous in his song of the same name, where he sings, "Mama don't take my Kodachrome away..."), it got me thinking as to other recording artists and the doomed technology they didn't want to do without... 
  • In 1984, Phil Collins sang, "Daddy, you better not take my top-loading Sony Betamax VCR away..."
  • In 1980, Ted Nugent sang, "I'll take my bow and arrow to anyone that touches my yellow Panasonic 8 Track tape player..."
  • In 1995, Pearl Jam sang, "I'll sit here at this Scitex Prisma workstation 'till the day I die."
  • In 2000, Harry Connick, Jr. jazzed up his fans by crooning, "I'm a dot matrix man, and I always will be..."
  • In 1991, Enya sang, "Sail away, sail away, sail away with my Sony Walkman...."
  • In 1927, Louis Armstrong blasted away at his trumpet while singing, "Hey boys, don't you take my wax cylinder phonograph player off that shelf...!"
  • In  the 1998, song, "Dial Me Up that Crazy Internet", Weird Al Yankovic sang, "You'll get my 28K baud modem when you pry it from my cold, dead hand."
  • In 2008, Snow Patrol sang, "Crack the shutters so I can gaze out at my beautiful Kodak Approval XP4 dye sublimation direct digital color proofer..."
  • In 2009, U2's Bono lamented, "Baby, you and my Toshiba HD DVD will never leave my side. You're both magnificent..."

          

So you see, many recording artists aren't so cutting edge after all. You can still have my Kodachrome, Paul Simon... And tell Art Garfunkel he can have my Ektachrome too.



Premedia Tour v2: An artistic look into Widen Color Retouching and Photo Composition

Monday, June 22, 2009 by Widen Guest


Catch a glimpse of a few Widen creative capabilities with an artistic tour of digital photography, color retouching and photo composition.

Panorama 101 • A quick and simple guide to making a panoramic photo in Photoshop

Friday, June 19, 2009 by Matt Anderson
Making a panoramic photo in Adobe Photoshop has never been easier. For this example I used four supplied digital asset files from one of my clients, the Madison Mallards baseball team. The images were taken from a high point of view. I’m not sure if a tripod was used, my guess was that these images were hand held. A conservative, but consistent, exposure was used.



Step 1: When shooting your panoramic try to keep the horizon level, a tripod is recommended.

Step 2:  “Lobotomize the camera”. Shoot with your camera on manual mode if possible. Assign the focus, exposure and White Balance so each image is consistent with the next.

Step 3: If shooting RAW, process the files with identical settings.

Step 4: Load the files into photoshop. Menu:file:automate:photomerge...

Step 5: For most images the “Auto” setting works with great success. Select “Blend Images Together” for a seamless composition. If your digital image files have dark corners, select “Vignette Removal”. Photoshop CS4 will automatically lighten those dark corners. If your photo has some lens distortions (barrel, pincushion, fish eye) select the “Geometric Distortion Correction” option. Photoshop will manipulate the images automatically.

Step 6: Click “Ok”.

The time it takes to generate the panoramic image is dependent on the number, size, and content of your host files, the options you select, your computer, etc... Most images are processed within minutes, if not faster.

When completed your panoramic image will be in a blended but rough format. From this point you will want to crop your file to a pleasing rectangle. You may also need to clone a bit in the corners to add image for a complete composition. Lastly, the image is now in a perfect state for any final post processing, color correction, digital manipulation, and artistic flare.

Keywords: Photoshop, CS4, Panoramic, Blending, Automation, Digital, Asset, Image, Alignment, Auto, Color Correction, Madison, Mallards, Color Retouching, Photography, Pano, Creative Software, Corporate Image Library, Digital Sampling, Digital Media Management

Widen Apparel Marketing Technology: Digital Sampling and Digital Asset Management

Thursday, June 18, 2009 by Jake Athey

Since my last post in regard to Widen apparel marketing technology, An Inside Look at How NBA Hot Market Demands Are Met by Widen Digital Sampling & Digital Asset Management, I received emails from DICK’S Sporting Goods when the Pittsburgh Penguins won the Stanley Cup Finals and again when the Los Angeles Lakers won the NBA Finals.  (I’d like to think my previous blogs featuring the Penguins and Lakers had an impact on the outcome of the series, but I’m sure they didn’t!)  These timely marketing emails from DICK’S Sporting Goods announcing the availability of the official locker room championship merchandise use digital samples created by Widen. 

DICK'S Sporting Goods Email

Widen Digital Sampling Process:

  1. Photograph neutral color physical apparel samples
  2. Digitally create all color swatches according to league approved team colors
  3. Apply team and league graphics according to Adidas supplied technical guidelines
  4. Upload final digital samples to web-based digital asset library for retail access

LA Lakers Official Locker Room Tee and Hat Digital Samples

Using the online digital asset management workflow tools, Widen personnel route completed samples to the Adidas Sports Licensed Division marketing teams for approval.  Once approved digital samples are available for download, online retailers and catalogers use the Widen digital media conversion wizard to send and receive the images in the exact file formats and resolutions needed for web or print use.  That’s how digital samples for the championship hats and tees go from design to delivery just in time for you to purchase the merchandise online during the locker room celebration! 

How Apparel Digital Sampling Uses Consumer Buying Preferences

Notice how the Reebok and Adidas apparel styles are displayed with the three-quarter front view of the apparel sample on a mannequin.  Widen assisted a Reebok research study to understand consumer buying preferences for apparel sample images displayed in print and web media.  Widen compared which views were most preferred by sports apparel consumers and the three-quarter view was most preferred over the full frontal view (as displayed above in the DICK'S Sporting Goods email template).  By running reports on image distribution and access through the Widen image tracking system, Adidas is able to measure what styles are most popular.

Official Championship Apparel Samples Created by Widen

Displayed below are Reebok and Adidas hot market digital apparel samples (created by Widen premedia services and color retouching experts) for all three major sports champions declared in 2009: NFL Super Bowl Champion Pittsburgh Steelers, NHL Stanley Cup Champion Pittsburgh Penguins and NBA Finals Champion Los Angeles Lakers. 

2009 Champion Tees: NFL Super Bowl Champion Pittsburgh Steelers, NHL Stanley Cup Champion Pittsburgh Penguins and NBA Finals Champion Los Angeles Lakers

For more information about Widen apparel marketing technology and services, check out the Widen Digital Sampling webpage.

Persistence of Pink

Wednesday, June 17, 2009 by Mark Pajari

Yesterday I posted a blog about the importance of reducing clutter and maintaining a neutral surrounding color when evaluating color proofs. I linked to a website sporting some great optical illusions that nicely illustrated how surrounding colors influenced human color perception.

Staying on that same theme, today I want to add one more cool optical illusion that involves a little color theory and a phenomenon called persistence of vision and after image. After image is the ghost image that seems to float in front of your eyes often after looking at something very bright like a light bulb or Stephen Hawking. Persistence of vision relies on this afterimage to persist on the retina for around 1/25 of a second. Persistence of vision is what puts the motion in some flashing neon signs and marquee signs with chasing lights. Time Square or the Las Vegas Strip is one giant persistence of vision experience. This is also what gives the illusion of motion in a film created from a series of still frames This moving picture phenomenon can be blamed for giving us such cinematic masterpieces like "From Justin to Kelly", "Kazaam", "Stop! Or My Mom Will Shoot!", "Howard the Duck", and any movie staring Pauly Shore.

Okay, so here is the illusion. Stare at the small black cross on the center of the image below. You will see that one magenta dot will disappear from each position around the circle very quickly. As this cycles around, it will appear as a green dot is now moving around the circle. That is the afterimage of the magenta dot - green is the opposite color of magenta. As you keep your eyes fixed on the black cross a little longer, you will actually see the green dot erase all of the magenta dots, so all you see is a chasing green dot. It's kind of like when Pac Man eats all the dots as he races around the screen. Here, when the green afterimage is combined with the magenta dot, a gray dot is produced which is the exact same color of the background.

                
Keep your eyes very still as you stare at the black cross. First you will see a chasing green dot appear (the opposite color from magenta on the color wheel). Then in about 15 to 20 seconds, the "green" dot will erase the magenta dots. Cool, huh?


         
The Youtube video above shows a great application of the persistence of vision phenomenon. One can only imagine the different mobile marketing opportunities that this product might have in places like Las Vegas, New York, or any other place people are gathered after dark.



Surround yourself with color. As long as it's gray!

Tuesday, June 16, 2009 by Mark Pajari

Pink is not the new black. Black is the new black. I love good black and white photography. And a nice neutral gray goes with just about anything.

But I also love to put rich color on walls. I love the warm, golden amber-red colors of sunsets, and cool, crisp deep hues of lush green forests. I like teal. Teal is like a blue that wanted to be green, but it stopped halfway there. Probably because it heard Kermit the Frog sing, "It's not easy being green." .

Color is personal. It's an important thing to surround yourself with the colors that make you feel good. Except when looking at color. And by color, I mean color proofs, prints, samples, swatches, etc...

If you have a job that requires you to make critical color judgments, such as comparing proofs to a product sample, press sheet or color swatches, or simply choosing a color from a swatchbook, then you should have a dedicated area without other colors to distract your eye. The surfaces of that area can be made up of any color you want, as long as it's neutral gray. 

Last year, I posted a blog on the importance of viewing conditions, specifically pertaining to the color temperature of the light used to view color (see Color Communication 101 from July 9, 2008). The surrounding environment you view color in is just as important as the color of the light used to view color.

The international standard ISO 3664:1974, Viewing Conditions - Prints, transparencies and substrates for graphic arts technology and photography, specifies characteristics of how color should be viewed. Among the points this standard makes is:
  • Bright colors on furniture or clothing should be avoided as they will cause a color cast
  • All surfaces surrounding the viewing area should be neutral gray in color with a reflectance of 60% or less (Munsell N8)
You can add that the viewing area should be clear of clutter. Any other colors in your field of view will impact how you view color.

       
Where do you view color? Okay, okay, I'll come clean. I did open up a big-old can of artistic license to the image you see here on the left. I added a few items to the light booth for illustration purposes. But I have been places that do not look too far from that. The more colors you see around the color that counts, the larger your room for error is. Color reproduction is difficult enough without all the other colors influencing your decisions. Do yourself a favor and cut the clutter.


There is a great website that is filled with amazing optical illusions. It has some great interactive exercises that really prove the point that surrounding color plays an important role in your color perception. Specifically check out the illusions called Color Perception and Color Perception2. There is also some other fun illusions that you may have seen before.

 
It seems impossible that the blue squares on top of the cube to the left are the same color as the yellow squares on the cube to the right. But closer inspection reveals that the squares from both images are in fact gray - equal values of red, green, and blue.


       
Another common illusion that seems hard to believe... Square A and square B are actually the same value of gray. They are identical, but our brain tells us this can't be true because of the placement of the squares and the surrounding colors. This illustration also proves that you should never evaluate color next to a giant green cylinder. Check out these and other interactive optical illusions.


When viewing color and making critical color decisions, it is important for the success of your project to keep the viewing area neutral and clear. And only wear gray clothes that comply with ISO 3644:1974 - Munsell N8... Okay, you don't have to necessarily be that meticulous . But keep in mind if you are looking at color proofs while wearing a shirt with bright red sleeves, it can influence your color perception. And while you're at it,  take off those rose-colored glasses. 



Bowling Is Big News at Widen

Tuesday, June 16, 2009 by Joy Hamel
What in the world does bowling have to do with color retouching, photo composition, and prepress production?

Widen employees love bowling... leagues, parties or just for fun. Most of the cats and kittens here at Widen love spinning the apple down the alley. Believe it or not some of them are pretty good at it too. So this blog is dedicated to all of my bowling buddies out there, you know who you are.

A really good friend of mine and a wonderful photographer, Chris Pan Abby, has graciously given me permission to use her photo of Marilyn, a beautiful pink bowling ball.




Create Photo Compositions for Premedia

I got to thinking about all those bowling ball manufactures out there like, 900 Global, Banger, Brunswick, Columbia300, Dynothane, Ebonite, Hammer, Lane #1, Legends, Roto-Grip, Storm, Track, and Visionary to name a few. They create awesome graphics for bowling balls. So I thought I would give it a go in photoshop and add some special touches.

The Steps


First thing I did was clean up the ball and put the engraved graphics on their own layer. Now its time for a background, I'm thinking a beautiful sky and an old school BOWL sign. I could go out and scour the country side for the prefect shot, but who has time for that? Instead I'l go to my favorite stock photo site stock.xchng. If you haven't heard of stock.xchng click the link above and go there now. Its a FREE stock photo site. I searched and found the perfect shot by Sasha Davas from Australia.



Now its time to take the 2 photos and make them into one smooth rollin graphic.




The tail was added using a radial blur method, similar to the one I used to create light rays in a previous blog. Then I transformed the tail warpping it until it looked like a nice swoop form the sky. After lots of masking and fading I was able to achieve a comet like tail for my bowling ball. Now its time for a little fun by adding different graphics to the ball...



Hope you enjoyed this post I sure I had fun creating this image!
See you at the lanes!

-Joy






iPhone Apps for Prepress Production Graphic Artists Like Me

Tuesday, June 16, 2009 by Joy Hamel
A new iPhone of my Very Own   

I finally did it! I reserved myself a brand spankin' new 3Gs iPhone to be picked up this Friday at my friendly local Apple Store. So, naturally, I started thinking about premedia and my life in prepress and color retouching... I wonder what types of iPhone creative software apps are out there for a design addict like myself??

Here's the rundown so far...

WhatTheFont

WhatTheFont

WhatTheFont allows you to identify the fonts in a photo or web graphic!

Ever seen a great font in a magazine ad, poster, or on the web and wondered what font it is? Whip out your iPhone and snap a photo, and WhatTheFont for iPhone will identify that font in seconds! ...Instant gratification!

iPod touch users — you may not have a camera, but you can still get in on the action! WhatTheFont for iPhone will identify fonts in images saved from apps such as Safari and Mail.

Price: FREE

Color Expert

Color Expert

Color Expert contains powerful tools to help artists and designers identify, translate, capture and showcase color.

This has got to be one of the best finds for me so far. When it comes to corporate branding, premedia services, and design you just never know when inspiration will strike!

Look down. See the color of that pomegranate in your cart? Go get it. It'd be perfect for the project you've been working on. Whip out Color Expert and it tells you that shade is PANTONE® solid coated PANTONE 220 C. The interactive color wheel then finds the perfect color schemes and palettes to match. Now, email that color scheme to your friends or clients. But, you might not want to tell them you're still in the check-out line.

Price: $9.99

Now for the photogs out there... don't worry you too are taken care of when it comes to the iPhone.

We all love gadgets right? That's why we do what we do. Here is another tool to help you get the best shot ever! iPhone app prices are low -- about $1.99 on average -- yet they can turn your iPhone into one of the best assistants you've ever used. Jennifer Wills has a great article featuring all of the great apps for photographers!

Check out this article by Jennifer Wills for CreativePro.com



I'll post an update on how these apps and other goodies i find for my iPhone work as soon as its in my hot little hands!

Cheers,
Joy

How Widen Software as a Service Applies Digital Asset Management Best Practices

Monday, June 15, 2009 by Matthew Gonnering
It is undeniable how important tracking, measurement and analysis are in business today.  All organizations are pushing resources to the max under restricted budgets and it is imperative to leverage usage data and analytics to make the best strategic decisions for digital asset creation and use.  Widen is helping customers apply usage data and quantifiable metrics to develop steps toward digital asset management best practices.  When applied under the guidance of best practices, digital asset management technologies and services are proven resources to assist in maximizing profitability.
 
In the clips below, I talk about how Widen, as a Software as a Service (SaaS) provider, is set up to collect all sorts of client data about digital asset usage and apply that data in a way that helps customers constantly improve their marketing operations and digital asset management best practices.

Video 1:  How does Widen help apply best practices?
 


Video 2:  What does SaaS mean to a Widen customer?

Connect, Share, and Discuss all from the palm of your hand!

Monday, June 15, 2009 by Joy Hamel
Instant Gratification

I have been doing a ton of reading on social media marketing, digital media and corporate branding and the best ways to get it all out there in this crazy ever-changing world of instant gratification using twitter, blogs, and RSS feeds, etc. With the success of iPhones, the sky's the limit!

icons

So the wonderful world of Wikipedia defines Social Media as content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content.

Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).  YAWN!!

Now in the immortal words of Chris Brogan its time to "Share, share, share!"

What makes a blog post something worthy of links? What makes a blog post something that people will send around to their friends? If you’re looking to find some kind of value and impact in your blog as a communication tool, it might be useful to know what makes a post share-able, versus those posts that people read and forget.

Some notable ideas from Chris's original post:
    1.    It starts with a picture that captures your eye.
    2.    No. It starts with a title that makes you pay attention.
    3.    It’s written in a human voice, and not corporate-ese.
    4.    You write in small words where possible. Remember: eschew obfuscation.
    5.    You use links out to resources liberally. Share, share, share.
    6.    Writing list posts never dies. Wish it weren’t true, but my top posts are lists. Always.


I gotta give it to him he's got some great ideas. (see Chris's original post)


My Two Cents...

Please don't use places like Twitter and Facebook, to name a few, as a dumping ground for every blog post you write. Try MyBogLog or something of that nature instead. Social Media spaces are made for communication... plain and simple. With that said, I don't think you'll get blocked by your followers for the occasional tweet about your best blog ever!

How does all this relate to Premedia Arts?


In the field of prepress services, color retouching and brand recognition it can be huge! Or hugely devastating!  Is print dead? The eternal question I am always pondering. Print as an art form will always be around, we are a tactile society after all. However, marketing a new brand or product?? Got a big sale coming up?? Stop sending me junk mail about it and tweet it, blog it and share it with the world!

What are your thoughts? Do you think print is dead? How do you use Social Media to your advantage in the world of prepress, design, or marketing? Is your blog share worthy?

Ciao
Joy

Pulp Fiction: Is Print Dead?

Thursday, June 11, 2009 by Mark Pajari

This week at the Worldwide Developers Conference, Apple announced the next version of the iPhone: The iPhone 3GS. During the event, Josh Koppel from Scroll Motion came up on stage to talk about their Iceberg Reader. They currently offer 500 books and will soon offer 50 magazines, 120 newspapers, and over one million book titles available for the iPhone.  

On May 5th, Amazon introduced the Kindle DX - a thin, tablet device sporting a 9.7 inch e-ink paper display with 16 shades of gray. Many textbooks will be available for education, and they have announced pilot programs with major newspapers like The Boston Globe, The New York Times, and The Washington Post. They already have over 275,000 books available on amazon.com. Amazon also recently purchased Lexcycle, makers of the popular Stanza e-reader for the iPhone and iPod Touch.

So the question is: Are we ready to replace certain forms of traditional ink on paper with these digital readers as a means of getting our news, education, and entertainment gossip? I mean will the fact that Jon and Kate (from Jon and Kate plus 8) are having marital problems be any less riveting at 72 pixels per inch vs. 150 dots per inch?

  
Three iPhone digital reader applications (from left): ScrollMotion's Iceberg Reader , Classics,  and Amazon's Stanza. All available at Apple's App Store. Note how traditional book shelves and page turning are simulated in these e-readers.

 
I recall going to the Seybold Seminars in Boston and New York in the late 90s and experiencing all the emerging vendors of e-readers and e-books. They even had an e-books pavilion on the exhibit floor. If you bought into their sales pitch 10 years ago, by now we should have a digital reader on every desk in every school, everybody would download the latest best seller to their eBook, and all the newspapers would be carried around as a bunch of ones and zeros in a handy digital device vs. a bunch of CMYK ink drops pressed onto the fibers from a dead tree.

10 years ago you would be reading these words on some printed newsletter that Widen may have sent you via snail mail. Instead, you are reading this on a computer display via a blog on our Website. Unless you saw fit to print out a hard copy for your viewing pleasure. In which case it still fits into the distribute and print model compared with the print and distribute model. Either way, the times are changing.

Is Print Dead?
So is print dead? Hardly. Along with new technologies or special interests, comes a half dozen new magazine titles on them. Printed packaging will always be needed to hold products. And any cataloger will tell you that while they may maintain a dynamic Web presence for their e-commerce efforts, it is still the printed catalog that often drives much of the traffic to their websites. Print is still the ultimate push medium while the Internet is primarily a pull medium for now. Some newspapers have folded and others will continue to struggle as subscribers fall and costs rise. More and more people get all their news, sports and weather from the Internet because of its timely and dynamic content. You can't watch video highlights of the baseball game that just ended an hour ago in a newspaper any more than you can check the radar on the back page of section A of USA Today. Actually, I think it would be pretty funny if a newspaper published radar images on the weather page - "Uh, yea, that line of storms came through, like, 16 hours ago. And how do I get the image to loop?" Maybe they could do a different frame of the radar animation in the bottom corner of every page and it would appear to move as you flipped the pages just like those little flip animation books. But I digress...

In order to get the average book lover to but down their paperback and pick up an e-book, these devices try to emulate the traditional paperback experience. The covers of the digital books are displayed on a digital book shelf. The digital pages are animated as the e-reader flips the page to the left. A sound of a page turning can be heard. There is a digital bookmark available to hold your place. I'm sure there are companies investing R&D money into designing a way of adding the smell of ink and paper to an e-book or providing the occasional paper cut as digital pages are turned. Simulating the analog is often how we transition to the digital. It makes for more converts.


                                        
 
Amazon's Kindle DX e-book tablet sports a large 9.7-inch e-ink paper display with 16 shades of gray, making it ideal for newspapers, magazines, and graphic-rich textbooks.


Paper or Plastic?
Then there is the whole green movement that printers are facing. Actually, many printers are some of the biggest recyclers around. At Quad/Graphics, 98.6 percent of all solid waste that left their printing plants in 2007 went into a recycling stream. Their goal is to become 100 percent landfill-free. And let's not forget the printers of grocery bags. It used to be that they asked you if you wanted paper or plastic at the checkout lane. Now if you ask for either, you are given the evil eye by the tree-hugging checkout kid with the 12 nose rings. You are now expected to buy your own canvas bags and bring them to the grocery store each time. Instead of buying my own grocery bags, I am just going to buy some really big pants with huge pockets and carry my groceries home that way. Spacious pockets for Hot Pockets.... Okay, I'm officially sliding off topic now.

Is print dying a very slow death? Maybe. My crystal ball is in the shop, so I can't say for sure. I do think certain segments of print will be gone or certainly much smaller in a generation or so. I know people that could never read a book or magazine on a digital device. These are the same folks that were raised on the World Book Encyclopedias, the Sunday paper (with a bagel and coffee), and Eddie Bauer catalogs. But their place on this earth will gradually be replaced by the generation that grew up on the Wii, Xbox, and Landsend.com. And those people are right at home in front of light-emitting pixels.

A Multitude of Media Methods
Today's marketing professionals have many choices of media to get their message out. Traditional electronic methods of TV and radio now find themselves rubbing elbows with Websites sporting RSS feeds and streaming video, text messaging, LED billboards, blogs and podcasts to name just a few. And let's not forget the exploding social media channels like Facebook and Twitter. Will the high school graduating class of 2020 have any desire to publish a printed yearbook?

For now, traditional ink-on-paper is alive and well. I am reminded of that fact every year from September - December as I begin taking scores of catalogs out of my mailbox each day. Some people hate junk mail. I like it. Because I know somewhere it is keeping a designer designing, a photographer shooting, a prepress or premedia service provider providing prepress services, a printer printing, a digital asset management solutions provider providing digital asset solutions, and a mail carrier investing in chiropractic services. Of course e-commerce and cross media publishing keeps most of those people busy too. But you get the idea.

Print is portable, never needs to be restarted, never needs batteries or recharging, and is easily viewed in bright sunlight. Print keeps the economy moving.

At least for now.



 

The Marketers Guide to Justifying Investments in Digital Asset Management

Tuesday, June 9, 2009 by Jake Athey

The Marketers Guide to Justifying Investments in Digital Asset Management

The digital era has led to an exponential growth in marketing content. As companies expand outbound marketing across multiple channels, content management becomes essential to maximizing marketing efficiency and effectiveness. Solution providers offer an eclectic mix of content management solutions that are designed to help marketers capture, store, and retrieve marketing content – both structured and unstructured.

Aberdeen recently surveyed over 130 companies to understand how organizations justify investments in digital asset management for marketing. This study highlights Best-in-Class practices for managing marketing assets and further validates 2008 Aberdeen research on marketing asset management, which revealed that digital asset management technology is vital to Best-in-Class performance in return on marketing investment, brand consistency, and time-to-market. Download Your Free Copy of the Aberdeen Report

Top 3 Reasons Companies Invest in DAM

Five Compelling Facts from the Research, Providing Actionable Benefits for Readers:

  1. Best-in-Class companies are 7.1-times more likely than Laggards to improve annual revenue. On average, Best-in-Class companies improved annual revenue by 18%, compared to an average decrease of 28% amongst Laggards.
  2. Sixty-nine percent (69%) of Best-in-Class companies improved annual customer satisfaction levels, compared to 10% of all others. The average performance increase for Best-in-Class companies was 28%, compared to a 1% improvement for all others.
  3. Best-in-Class companies are 11.8-times more likely than Laggards to improve year-over-year conversion rates. On average, Best-in-Class companies improved annual conversion rates by 12%, compared to a 15% decrease amongst Laggards.
  4. Best-in-Class companies are 393% more likely than all others to shorten sales cycle times. On average, Best-in-Class reduced the length of sales cycles by 22%, compared to a 13% increase in sales cycle time amongst all others.
  5. Best-in-Class companies are 5.9-times more likely than Laggards to reduce the cost of content creation. On average, Best-in-Class companies reduced content creation costs by 17%, compared to a 10% increase amongst Laggards.
Top Two Strategies for Improving Marketing Execution 
 

Logos, Promotional Materials, Corporate Branding OH MY!

Monday, June 8, 2009 by Joy Hamel
Stamp Your Brand   

Over the weekend I was trying to come up with some logos, you know, just for fun. If your anything like me, and you probably are if your reading blogs about Photoshop, you work all day in Photoshop then head home and continue the madness...

Here is a fun little project to get your week started. Logos come in all shapes and sizes and are a must for corporate branding, promotional materials, or any premedia service. I love the look of grungy, noisy, faded graphics. So making a stamp out of all the grunge brushes that I have made or accumulated over time seemed only natural.

vroom

The How To's and What For's

I'm not going to go into detail on how to load brushes, you can see how to make a brush in my earlier blog about brushes, or you can just Google grunge brushes and get your own.

Pick a font and type your word, I used Tahoma Bold. Next you are gonna want to rasterize your text. I then added a layer mask to apply my grunge brush to take away some ink, like a nice used stamp...


Texture is nice...

I added a new layer on top of my text layer, added a nice grungy frame to give some texture to the stamp.

Handmade is beautiful.

Merge your layers and rotate slightly to give it a lovely human touch.
I then added a crumpled piece of paper to the mix, because in real life, a stamp would be on paper.. right?

Pick your Color!

Pick your ink color and stamp stamp stamp.. If you are going to be using your logo a lot, and why wouldn't you, create a brush out of it (again... see my blog on making brushes) and it will be good to go when ever you need to stamp your logo.



Free Twitter - Computer Backgrounds

Monday, June 8, 2009 by Matt Anderson

After reading my colleague Joy’s blog on creating a photo composition for Social Media, I was inspired to create a few of my own creative twitter backgrounds (or regular computer backgrounds).  I decided to do a slightly different approach from a design standpoint. Instead of creating the specific items of content with color manipulation, color retouching, and photoshop layer assembly, I chose to do the old fashioned route and actually find and photograph all the props for content from my toolboxes and cupboards!

The first step was to find a background. Joys barn boards seem to work quite well, so I had my son go out back and find some old cedar barn boards. We positioned the boards on some saw horses with an old door and used two 300w tungsten lights from the front center to illuminate our “desktop”. Next we scoured my cabinets, cupboards, toolboxes, and bins for items that created themes. I positioned my Canon EOS 5D Mark II approximately 3' directly above our set. With a Canon EF 17-40mm f/4.0 L, I set the focal length to 29mm f/14 ISO 200 for .5 seconds. I chose f/14 to established a gratuitous amount of ‘depth of field’ (keeping all the items sharp center to edge) while minimizing sharpness stealing diffraction and lens vignetting. White balance was set using a QP card 101 v2. I tethered the camera to my laptop using a USB 2.0 cable and the DPP software. The DPP software used in connection with the camera's live view, made setup and positioning of the elements silly easy!

The following is what we came up with.
“Plain Vanilla Jane”
Plain

Installing these twitter digital image media files is easy. (I'm going to copy and paste Joys install directions, LOL) Once you are logged on to Twitter go to Settings, then click the Design tab (the last one). At the bottom you will see Change background image, click this. Click Browse and locate your background. Sometimes it previews for you... sometimes it won't... click save changes and BAM your beautiful new background is now live and glorious!

You may find the images to be a bit big if your monitor is on the small side. (I have provided the largest size anyone should need.) Don't worry, it's an easy fix. Open the file you want to use as background, and resize the pixel dimensions to fit within your monitors parameters (1024, 1600, etc.). Resave the jpeg file, but make sure the file size is under 800k.

Being a remodeler and cabinet maker has provided some interesting and unique components for photographic content. On any given project I might be wearing a plumber or electricians hat. It’s nice to put all that extra “stuff” to use (besides overflowing my cabinets and tool boxes). It's kind of ironic that some of these old world tools and items would be used in such a current and trendy hi tech fashion such as a twitter background or computer background.

Keywords: Photoshop, Photography, Twitter, Background, Color, Photo Composition, Prepress

NHL Hot Market: Digital Sampling + Digital Asset Management

Friday, June 5, 2009 by Jake Athey
DICK’S Sporting Goods also delivers email marketing messages to subscribers for the NHL Conference Champions and Stanley Cup Champions.  Pittsburgh Penguins fans received an email showcasing the availability of the official locker room tee shortly after the Eastern Conference Champion was declared.

DICK'S Sporting Goods

Widen works with the Adidas Sports Licensed Division in creating and distributing digital apparel samples for the NHL, in addition to the NBA and NFL.  Concurrent with the NBA Finals, the NHL’s hot market is the Stanley Cup Playoffs.  The same digital sampling process is applied for the NHL as it is for the NBA and NFL.  One main difference, however, is that the NBA goes with the Adidas brand, whereas the NFL and NHL use the Reebok brand.  Both brands are part of the Adidas Sports Licensed Division.   

Widen Digital Sampling
     
These images may be too small to notice, but the logos on the inside back behind the neck are even different—Adidas for the NBA and Reebok for the NHL.

All Adidas digital samples regardless of the league are housed in the Widen hosted digital asset library.  Access controls are regulated via roles & permissions and asset groups.  See the full post on the NBA Hot Market to learn more about Widen’s process and benefits of digital sample production and distribution for the apparel market. 

An Inside Look at How NBA Hot Market Demands Are Met by Widen Digital Sampling & Digital Asset Management

Friday, June 5, 2009 by Jake Athey
Minutes after the LA Lakers won the Western Conference Finals best-of-7 game series over the Denver Nuggets, I received an email from DICK’S Sporting Goods announcing the availability of the official locker room conference champions short-sleeve tee and Flexfit hat by Adidas.

DICK'S Sporting Goods
 
Have you ever wondered how that happens so quickly?  

Widen helps make it happen.  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 and distribute them.  As the official provider of licensed apparel for the NBA, NFL, 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 NBA Finals, Super Bowl and Stanley Cup Finals

The Widen process helps Adidas retailers such as DICK’S Sporting Goods market championship apparel merchandise as soon you see the players wearing the t-shirts and hats after the game is over.

Widen Digital Sampling Process
  1. Photograph 1 neutral grey apparel sample
  2. Digitally create all color swatches according to league approved team colors
  3. Apply graphics according to Adidas supplied technical guidelines

Widen Digital Sampling 

Next, all Adidas digital samples are loaded into the Widen-powered web-based image library so that Adidas can manage them in one central location. The Widen web-based DAM holds all apparel and headwear styles for the current and coming sports season for the NBA, NFL and NHL.  Since many of the physical apparel styles are not yet available in stores or online (or even physically produced), many of the images are on hold and are tightly controlled using Widen’s roles & permissions structure.  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 images for the Lakers and Nuggets so they could prepare their email marketing templates in advance of the final game of the Western Conference Finals. 


An Inside Look at the Digital Samples Created for the NBA Hot Market

Conference Finals Locker Room Apparel – Caps and Tees prepared for all 8 Semifinals Teams

NBA Finals Apparel – Caps and Tees prepared for Lakers, Nuggets, Magic and Cavaliers

NBA Champion Apparel – Caps and Tees prepared for the Lakers, Magic and Cavaliers* 

(*Interestingly, the Cavaliers were expected to make it to the NBA Finals so Widen prepares digital samples in advance of the final outcome.  Widen staff are responsible for deleting all inaccurate/obsolete assets as soon as the outcome is determined.)

Enough physical samples are produced for the 2 teams in the Western Conference Finals, Eastern Conference Finals and NBA Finals.


The Widen Impact

As you can guess, the digital sample production and distribution process shaves weeks off the time to market versus the process of physically producing, photographing and shipping physical samples.  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 Widen Hosted Digital Asset Management:
  • Accelerated search and retrieval time
  • Increased real-time collaboration of assets and approvals
  • Cost savings through the elimination of physical delivery
  • Elimination of the cost of lost or misplaced work
  • Reduction in time-to-market through digital delivery

Widen assists the Adidas Sports Licensed Division in many ways to increase multi-channel marketing efficiency and effectiveness.   With the NBA Finals between the LA Lakers and Orlando Magic underway, Widen already has all of the championship merchandise digital samples ready to go. 

Premedia Tour: An artistic look into Widen Color Retouching and Digital Sampling

Monday, June 1, 2009 by Widen Guest

Catch a glimpse of a few Widen creative capabilities with an artistic tour of digital photography, color retouching and digital sampling.

Creating a Photo Composition for Social Media

Monday, June 1, 2009 by Joy Hamel
Give your Twitter page some serious style!

I  have been so immersed in the land of social media over the last two weeks, that my husband and various co-workers are telling me to put down the mouse and step away from the tweeting. I just can't do that... everyday I learn something new about social media. I am embracing it with open arms!

Today I put together a little show on how I built my background for my Twitter page. Everyone should be doing this! Its a great way to set yourself apart from all the tweeters out there and maybe get a few more followers.



The first thing I did was start a new file about 26"x13" @ 72 dpi. Using a template made for Twitter backgrounds (I added a download for the template below, your welcome). You can pick the screen resolution you use and create the background so it flows well with your browser. Lots of people use lots of different screen resolutions and remember that your twitter stream will cover part of your background, but it also moves depending on the size of your browser window. Play with Twitter for a while and you'll get what I'm talking about...

You will want to bulid your background UNDER the template and make sure you turn it off before saving fo the web! You really don't want your template as part of your design... that's no bueno.

I added different elements to make my Twitter background reflect who I am and what I like to do... ART!

Try to add shadows to elements, for me, it is all about looking real. I made it in Photoshop, but I want it to look like I could have taken a photo of my workspace and uploaded it to Twitter. Badda Bing Badda Bang!

Now once you have your background all jazzed up and ready to go you will want to save for web. The trick here is to optimize to file size. You want your saved .jpg to be no larger than 800k. Save with extension turned on and get ready to upload.

Once you are logged on to Twitter go to Settings, then click the Design tab (the last one). At the bottom you will see Change background image, click this. Click Browse and locate your background. Sometimes it previews for you.. sometimes it won't.. click save changes and BAM your beautiful new background is now live and glorious!

Adding a background is a great way to add more information about you and what you do... You can use it for promotional materials, corporate branding or just for fun! Leveraging social media networks is an important part digital asset optimization.

Once your background is live start following @TwitterBGallery. They hold monthly contest on the baddest and raddest backgrounds on Twitter... and let me know too... I'd love to see what you gurus of greatness come up with for Twitter!

The possibilities are endless... now get tweeting and don't forget to stop and say HI @premediaarts

Download your Twitter Template here!

A technical observation of post processing styles

Wednesday, May 27, 2009 by Matt Anderson
Recently I was asking myself, “What is Matt Anderson’s style?“ The recipe for each of our photographic styles is, I believe, quite complicated and unique. A lot has to do with our personality, interests, environment, skills, fear and fascination. (Can you get out of bed at the crack of “way too early” for that golden sunrise? Do have anthropophobia, but wish to be a street or portrait shooter.)  Today's digital photography also requires savvy technical skills with complicated digital cameras and limitless post processing (developing) in the digital darkroom. Cyberphobia (fear of computers or working on a computer) is not an option. I looked up the definition of style: a manner of doing something, a distinctive appearance, elegance and sophistication, design or make in a particular form, rodlike objects - huh ? ... the list goes on and on. Some say any attempt trying to forcibly design a style is doomed. You can’t always control your light, subject, FOV, emotion, or audience. Creating a definitive style can be the culmination of trial and error. Evolution of your experience and processes. I think, in some ways, a photographer can create a visual style with post processing. Much can be done to an image after the shutter has been released. I won’t get into the debate of photographic purist vs photoshop artistry. What I will show you is the possibilities of using Photoshop as a tool for artistic vision.

For the purposes of this blog, I selected a few of my own personal images to illustrate the technical parity and creation of styles. Some of the photographic styles are well known masters others are artists who(m) are rising stars. I have illustrated before & after examples, explaining the post processing technique involved to achieve the look and feel. Side Note: Given the webs lossy nature of color and detail, I have processed the files by erroring on the dramatic side. The animated gif format doesn't do you any favors ;~}


For my first example I chose Vincent Versace. I had just finished his book “Welcome to Oz” a cinematic approach to digital photography. This example illustrates how you can control the direction of the viewers eye with the isolation of detail, DOF, and selective lighting. I had a few semesters of theater lighting at the University of Wisconsin-Madison. This experience proved to be quite helpful in understanding Vincent’s direction. The end result is done with multiple layers in Photoshop. Curves, dodging and burning, layer blending, and selective gaussian blurring with layer masks creates this intimate and mysterious feel. This is one my favorite photos.

For this example I tapped into my complete awe of  Ansel Adam’s “Moonrise over Hernandez, NM” ... My all time favorite landscape photo. Like many landscape photographers, much of our shooting is timed with the lunar cycles. Figuring out where and when the moon will be rising and setting on the horizon. This past winter it happen to workout out that I would be ice fishing deep in the Mississippi backwaters near Onalaska, Wisconsin. At then end of our cold day on the ice, we were treated to this amazing view of the moon rising over river bluffs, shining delicately on the ice shanties. This caused a ethereal glow to the frozen ice. I prefer the color version, but to keep in theme and tribute to Ansel’s masterpiece, I converted the photo to Black & White with Nik’s silver efex pro. The conversion was effortless using the auto functionality.

This example demonstrates the famous “Orton” effect, created and named after Michael Orton. There has been much written about this type of effect. You will also find many digital variations on how to create this look. For this particular example I chose a lone birch tree in the Winters snow. The photo was taken in Northern Wisconsin near Crandon, Walsh lake. The delicate texture of the birch provided excellent subject matter. Here is a simple way to create this look. Duplicate your image layer, apply a gaussian blur 5-30 pixels, set the layer opacity to 10-20%, and switch the mode to darken. This is only one variation of the limitless possibilities. The original effect was done with two films, exposure compensation, and focus-detail variations.

The unmistakeable Jill Greenberg look. For this example I chose the quite popular and equally controversial style Jill Greenberg created for her upset children series. I first want to admit that this is my own ten minute rendition of this intricate and detailed style. By no means is this perfect, just a quick illustration. My starting point was a backlit harsh lighting photo of my daughter from 2006. I had just explained to her the deep sorrow I had felt that day. It had been a year since a close friend and relative had died from brain cancer at the age of 35. The amount of processing that goes into this type of effect is staggering. In many of Greenberg’s photos you see a simple single colored background with a vignette of light coming from the center. To create this effect outside a controlled lit studio I created a similar look using the gradient tool. I masked off the hair with my air brush in quick mask. A second layer was added to add fly-away hairs for a natural look. The overall photo was adjusted with curves for saturation (S-curves in the individual RGB channels) and a global S-Curve for contrast. An additional layer was added above, filled with 50% grey, set to soft light. With a soft brush  I added black for rosy cheeks, and white for smooth catchlights. Done correctly this creates a soft high-pass look without the use of shooting with a ring light. Additional dodging and burning was done on the eyes, lashes, and facial features.

Sally Mann. Well known for her large black and white photographs of young people, and later in her career landscapes. Many of them having a dark greenish and high contrast edge. To recreate the effect I chose Nik’s silver efex pro. Is was almost effortless. Under two minutes and a few clicks of the mouse and I had a Sally Mann preset created. Vignetting on the edges with a bit of a burned style, green tinting in the mid and three-quarter tones, deep and dark shadows, high structure (contrast and sharpness) throughout. The same look can be achieved by duplicating your layer, set to multiply, adjust the opacity, and apply a layer adjustment photo filter for the greenish hue.


This next example illustrates a one-two punch effect. Step 1, increasing the saturation and hue separation of an image. Step 2, controlling the luminosity of the scene after the shutter has been released. In step 1, I called upon the ingenious Photoshop findings of Tony Kuyper, a photographer known for his colorful imagery of the Southwest. He has an excellent tutorial on “saturation masks”. There are many ways to skin the chroma cat. I suggest you check out his method. It involves using color space changes using legacy filters. You can also emulate the effect using the new vibrancy adjustment in photoshop, or switching to Lab and applying endpoint shifts with either levels or curves to the a/b channels for increased contrast, thus increasing chroma and hue. In Step 2, I applied Chip Springer’s “Paint with Light” action. It creates a duplicate layer that lets you adjust tonal values in the photo via brush or dodging/burning. The effect is nice to visually control where you want light emphasize and where you don’t. Chip’s light control action is handy for many types of imagery including landscape, portrait, and still life.

This photo illustrates, what I think, is an off shoot of the Orton effect. Dave Jaseck has an action called “Midnight Gold”. In a nutshell, the action quickly creates and blends variations of the background layer using multiple blend techniques (multiply, screen, softlight) with gaussian blurring and toning. The look is unmistakable and quite artistic in appearance.


Marc Adamus glow. Marc is a photographer from the Northwest who has a knack for getting imagery with extraordinary light. (This extraordinary light is the result of extreme perseverance) Some of his work has an almost painting nature to it. He has described this processing as his own variation to the Orton effect. To create this look here are the steps. Duplicate your layer. Apply a gaussian blur 20-40 pixels. Increase the contrast of this duplicated layer. Set the layer opacity to 5-15%. Mask off portions you don’t want affected. Additionally, selective dodging and burning to artistically render the scene to your interpretation. Finally, a slight vignette on the edges for framing.



One of the most popular post processing effects to fly across the internet has stemmed from the work of Andrzej Dragan. He is a well educated Polish photographer as well as music composer. His photography is quite unmistakable. He is known to portray his subjects in a dark and almost sinister or eccentric manner. His post processing techniques require a masters skills to properly emulate. I chose to use his image of “Jacek Leluk 2004” as stimulus for this particular entry. A while back I shot some promo kits for a few bands. I had a photo in mind that would be suitable content (I  hoped) for this entry. An individual with a bit of a peculiar look seemed perfect. Let me first say, to echo the artistic style of Andrzej is no easy task. Quite impossible really. His style is not just post processing, it’s preparation, theme, composition, lighting, etc... It’s like trying to make an award winning dish with a frozen dinner. If you don’t have the right ingredients and skill, it ain’t gonna happen. Processing this photo required masking two portraits of our bass player model. The background image was dodged/burned, high passed, curves, converted to B/W, high passed, and high passed again to my own tastes. The main portrait image had similar processing done. Additionally, I converted the image to Lab, used the L channel as a luminosity layer in RGB and applied a contrast curve. I used the “paint with light” with the dodge and burn tools to work on facial features. I used a gradient map on the chroma details to apply a washed out color look, and additionally added  the photo filter effect for the warmer amber toning. Most of the work on this style required painstaking hand brushing via the Wacom tablet with a soft touch. I have purposely over done the effect to illustrate the style. It’s easier to process that way, then go back and adjust the opacity for a controlled effect. For fun I applied some effects with the liquify filter to mirror some of Andrzej’s bizarre subject matter. In a perfect world I would have shot a subject in a studio with controlled unidirectional lighting that isolated selected features.

I have attempted to illustrate to you a few of the popular styles that I see on the internet. These unique “visions” are an approximation into the talented peoples styles that I find intriguing and at times intoxicating. I think it is important for all artists to find their own unique artistic and imaginative style. I believe our personal style is an evolving culmination of experiences and pursuits. Experimentation and taking risks is crucial. I hope these examples, processed in appreciation to the creative vision, offers some insight into your own personal direction. Inventive and expressive efforts advancing the Fine Arts. These artisans, and many others, have helped develop my elements of style and vision.


Dear Dr. DAM: Control and Efficiency Needed in MarCom – Do I Need DAM Power?

Thursday, May 21, 2009 by Dr. DAM

DEAR DR. DAM:  I’m Henry, the marketing communications manager for a global energy corporation.  Does this sound familiar?… My issue is that we have thousands of photos located on multiple servers in multiple facilities.  Many of our digital assets contain structured information that must be controlled so that those that need access can easily get it and those that shouldn’t—don’t.  Control is just as high on my list of priorities as efficiency.  How do we provide regulated access to different groups of assets at different clearance levels?  After all of those issues, we have a ton of video we’d like to get fed to our online domains and need a central repository to manage and work with those files.  Add in a handful of logos and audio podcast files and you get the mess I’m tasked to deal with now.  We’ve reached the tipping point of not knowing where anything is on our internal network and it’s time I do something about it.  I don’t have the staff to make this a full time gig, so service is critical.

DEAR HAPHAZORDLY ORGANZIED HENRY:  It’s a reoccurring theme my friend.  You are not alone as these are issues that Widen DAM SaaS experts solve on a daily basis. How does a web-based, centralized digital asset library with permission-based access sound?  As for structuring Widen digital asset solutions, assets groups are buckets where assets are held.  Roles are groups of users.  Users in a role receive permission to do things such as view, order or higher level administration to assets in an asset group.  Asset groups are most efficiently used if you think in terms of restriction.  If there is an asset or group of assets that a certain group of users should not have access (cannot view, cannot order, etc.), then those assets should be in their own asset group.  That gives you the ability to control those assets more tightly.  To power your online video content, you should see what digital asset embed links can do for control and efficiency. Simply paste the asset’s unique URL into your web CMS and each page will pull the most recent video asset from your DAM system.  Update multiple websites instantly with one click.  I know everyone in marketing is running pretty lean these days… that why you need software AND service.  You need DAM Power.

Dr. DAM