A Touch of Class

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of effective advertising and how to type. A PC is an artist's tool, not an artist. lt can do only what it is told to do.

How much is it going to cost? Hardware and software requirements for desktop publishing vary according to a user's needs. Basic black and white ads require a minimum of equipment. Four color ads require more equipment and more sophisticated software.

From my own experience, I suggest that you consider the following when you make your purchase:

(l) Do not underestimate your requirements, especially when purchasing memory and storage. Get as much as you can for the money you want to spend.

(2) A full page or two page monitor will increase productivity and reduce hassle.

(3) If you plan to invest in a scanner and use it regularly, purchase a full page, stationary one (looks like a small copier), not a hand held model.

For black and white ads, basic requirements are a computer with at least 20 megabytes storage and 640 kilobytes of random access mernory (RAM), a monitor with at least VGA graphics capability and a laser printer with a minimum resolution of 300 dots per inch (dpi) for prooling work. You might consider a scanner to scan line art into the computer for placement on a page, but you can use black and white line art and photographs.

Required software includes a page layout system, a word processing or text program and a selection of fonts (type styles). An illustration program such as Adobe Illustrator is useful, but optional.

To produce color ads, the equipment needs are more sophisticated: a color monitor and CCA (color graphics adaptor) graphics capabilities, at least 40 megabytes of storage capability and 1.2 megabytes of RAM, a color scanner and a colorscript printer for proofing ads. An illustration program is required to produce color separations for line art.

Be aware of hidden costs. Many DTP programs work best with a mouse. Although some systems have a mouse, it is optional with others. Adding one requires an additional "card" or circuit board. It is tempting to add more advanced and expensive software and hardware to increase the speed ofa system and produce more professional looking results, but newspaper quality ad slicks can be produced by using a service bureau for the final output. This costs between $7 and $15 per page, but a service bureau can print an awful lot of pages for the $30,000 that a 1000 dpi printer costs. Make sure that the service bureau you choose is compatible with your software and fionts to avoid major problems.

Story at a Glane

llow to produce ads, f,yers and statement stuffers. basic equipment requirements suggestions for setting up in-house advertising departments.

In addition to producing ads suitable for newspapers or supplements, you can print statement stuffers, flyers, direct mail pieces and catalogs. With a desktop publishing system, there's virtually no limit to what you can produce.

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