Digital advertising production will happen, will be PDF-based and will increase some production costs in the short-term, according to speakers at Pira's Advertising Production conference this week.


Adobe came in for criticism over its lack of support for print production, both as a firm and within PDF itself.


Ensuring that supplied files match supplied proofs needs extra proofing and checking steps and is a problem for publishers. "We can't afford for anything to go wrong," said National Magazine Company advertisement production controller Kristy Leeming. "Our proofing costs will double."


Elsevier Science editorial production manager Craig Santus said: "Educate your sales team. They're at the sharp end and are not trained in production."


The PPA's pass4press PDF-based advertising
submission standard was endorsed by those that
had trialled it since its launch last month.