ISBA's director of media and advertising affairs, Bob Wootton, has
called for the national press to adopt the Adfast artwork delivery
system developed by The Newspaper Society last June.
The system allows agencies to transmit images and copy directly to
regional newspapers via the internet and has been credited with
successfully reducing the cost of the buying process.
Now Wootton hopes that its success will increase the pressure on the
national press to adopt a similar system.
'The national press is the only medium that charges to receive
advertising,' he said.
National publishers have claimed that between two-thirds and
three-quarters of digital colour copy received by them contains errors,
necessitating the use of intermediary reproduction houses.
'Whether the costs are hidden or an additional fee, it's the advertiser
who pays - typically pounds 500 per subject for digital colour,' Wootton