ISBA's Wootton calls for use of Adfast by the national press

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

said.



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