Desktop publishing for dealers

By [.ana M. [,eitner [)irector of Communications M id-A merica Lumbermens Association

Ll OW many of you recognize this scenario? It's 4:30 ff Friday afternoon and you haven't seen a proof of the ad you're running in the Sunday paper. When your rep finally does show up, he's in a rush to get back to the office before the layout people leave. You better hope there aren't many corrections because the production staff will get upset if they have to stay late on Friday.

With a desktop publishing system, you can avoid this scene and put away the Xacto knife, pica rule and rubber cement or, if you do your ads like I used to, your scissors, ruler and glue stick. Computerized publishing systems are revolutionizing the way independent building material dealers can produce their own advertising in an efficient, cost effective manner that puts them in control.

For desktop publishing to be worth the money, you should produce more than advertising on it. Depending on the software you purchase, there are lots of ways to use your PC when you aren't doing ads on it. Business forms, spreadsheets, form letters, tracking co-op advertisingthe possibilities are limited only by your software and your imagination.

Using a PC, page layout software and a printer, one person can complete all the steps for an ad, from layout to camera ready art, on screen. The PC eliminates pencil layouts, typesetting and pasteup. lt also allows a retailer to keep (or move) the entire advertising program inhouse.

Employees in the advertising department don't have to be computer literate. Within a week, they can be trained to be productive with working full speed achievable within a few months. It helps if they know the basics