1. PROSE vs. PROSE What it was Why it didn’t catch on What we did about it Why it will work Who’s committed to using it

2. What PROSE Was: 1990 - 2000 Computerized production order Industry Standard, IdeAlliance endorsed Supported by contributors –Meredith, Reader’s Digest, more... –RRD –Quad –Quebecor –Perry/Judds

3. ...What PROSE Was EDI Format –Electronic Data Interchange Directly supported by Prograph –Toolbox –Magpro Available to all vendors –Impoze, Managing Editor, Proteus

4. Why Didn’t It Catch On? Ahead of its time? Required significant changes to workflow Not broad enough to cover all monthlies, weeklies, SIPs “Frozen,” not easily modified No formalized testing Non-Database Format

5. Where Did it Work? Custom Time Inc. Development Considerable modifications to language Proprietary Trading-Partner deployment Result is successful EDI but not easily adaptable to others

6. What Did it Look Like? It wasn’t pretty

7. What We Did About It: 2000-2001 Private effort to Redo Language –RRD, Quad, Meredith, Queb, others Methods and Goals –Rewrite in XML –Test across variety of titles Release to IdeAlliance for potential adoption

8. ...What We Did About It: 2002 Presented to IdeAlliance Members –Review, suggestions, changes Modified, Improved based on suggestions February 2003 Rollout –New format appears stable and powerful

9. What it Looks Like Now Lipstick on a pig? Or a silk purse...

10. Testing Created live, complex magazine files File integrity is built in to XML –(if it’s legible, it’s structured) Included postal data, edition data, paper, weight, etc. Thumbs up, ready to roll

11. Transition: Historical Ability Converter written and tested Converts XML to PROSE 1.2 Compatible with Prograph Toolbox

12. Benefits: Publishers Error reduction –No re-keyboarding at plant Later closing Closed-loop production data No more bushel-basket instructions Coordination among vendors

13. Risks: Publishers Publishers often rely on vendors to fix messes Data must be complete Errors might obviously be your own fault

14. Benefits: Printers Reallocate time spent re-keying data Fewer mistakes, opportunities for make-goods Integrated, digital workflow Uniformity among customers

15. Risks: Printers Very few risks Printers are accustomed to digital workflows

16. The Big Picture: PROSE XML Interface to... CDS, EDS, TCS, etc. USPS Wholesalers Image Management Ad Sales Database Printer’s job control system

17. What to Do Next Prepare to Digitize Production –Get rid of the pencils Cross-Departmental Involvement –Electronic production data involves all departments Eat Change for Breakfast –Automation of this magnitude will change your entire operation

18. Who’s Going First? Pubs... Meredith –Participated in PROSE development since 1989 and isn’t giving up now Gruner + Jahr –Coordinating and automating all production data –First postal-certified staff members for PAGE integration

19. Who’s Going First? Printers... RRD building DIMs system around XML including PROSE Quad plans to request PROSE from customers to feed job control Brown, Perry/Judds, Quebecor all moving toward XML

20. R.O.I.? Standards create R.O.I. Cycle time reduction More Productivity (use your imagination) Closed-loop production data for all parties

21. PROSE XML It’s ready. Let’s rock.