WINE Magazine goes hi-tech

The move meant that costly positives were cut from the production process, while the time saved made it possible for the advertising deadline to be extended, explained WINE's production manager, Shirley McDiarmid.

The August issue was produced by Creda Communication, who have published WINE's annual guides using computer-to-plate technology for several years. The problem-free experience in producing the books persuaded the WINE team to apply the same approach to the magazine, and the August issue rolled off the presses on time and without complications, according to McDiarmid.

A three-month phase-in period for advertisers to supply material in the appropriate form was allowed for, but this proved unnecessary, McDairmid said. All but five small adverts were provided on disk for the August issue, while three ads - including one from overseas - were sent directly to Creda using the ISDN (Integrated Services Digital Line Network) line.

Commenting on the achievement, Derek Prouse, Origination Director for Creda, pointed out that printing is no longer a process of "ink on paper", but a comprehensive information service.

"Creda's understanding of this ensures the efficient use of every available resource to achieve the objectives as stipulated by our client. We welcome the opportunity to provide our clients with the competitive edge and to demonstrate the fundamental importance of using advanced technology to achieve both a superior quality and quicker response time."

Creda's service to WINE includes scanning the graphic material at hi-resolution, printing and mailing the magazine.

WINE is the first monthly Creda has produced using computer-to-plate technology.