Dedra Smith

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  www.foliomag.com/2008/picking-paper-alternative - [Cached Version]
  Published on: 4/3/2008    Last Visited: 4/7/2008  

  With quality, Dedra Smith, president of Printmark West, says, "The choice is to sacrifice the amount your readers and advertisers will tolerate."

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  www.foliomag.com/2008/production-versus-edit-how-bridge - [Cached Version]
  Published on: 10/30/2008    Last Visited: 11/1/2008  

  "Most production departments are responsible for seeing that the contractual obligations with the printer are met; the first of these is the schedule deadline," says Dedra Smith, president of Printmark West, Inc.
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  Smith suggests finding "different ways of prioritizing the way editorial works," which can "bring relief to both departments by closing in forms, for example." Prior to joining Printmark West, Smith directed manufacturing for Pactel, Murdoch Magazines and Reed Elsevier, and boasts more than 30 years of experience working to find scheduling solutions. Interim sign-offs, Smith says, not only help keep printers on schedule, but ensure that the production staff meets its deadlines without any contractual consequences (of which, she says, editorial may be completely unaware).
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  Issue: "Many editorial decisions that could be made earlier are deferred until page proof," says Smith.
  
  When editorial is late, it can require late correction rounds that ultimately compromise the production function of creating final PDFs and releasing the page to the printer on time. Once pages have been released by editorial to production for final output, a good editorial workflow will make almost no corrections at page proof. "It's a sign of poor management of the internal editorial workflow, because generally, any mistake caught after the page's release probably could have been caught further upstream," says Smith.
  
  When editorial lateness begins to affect print schedules, a common response is for printers to impose heavy penalties for these late corrections. If a publication is subscriber-based and trying to hit co-mail pools at the printer, failure to make their pool can result in penalties and loss of savings. "As postage approaches 50 percent of manufacturing costs, the loss of a 7 to 20 percent discount can be a blow to the budget that publishers are unwilling to risk on an ad, much less late editorial," says Smith.

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  www.foliomag.com/2008/maximizing-production-efficiency - [Cached Version]
  Published on: 10/8/2008    Last Visited: 7/5/2009  

  Dedra Smith, president of Printmark West, suggested looking at where the process is going awry-usually back in the sales and editorial departments-to come up with a solution.
  
  When the printing has been completed, it's important to do a cost analysis on bill. "Its production's responsibility to review invoices and form breaks that everyone would have otherwise been oblivious to," said Smith.

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  www.foliomag.com/2008/maximizing-production-efficiency - [Cached Version]
  Published on: 10/8/2008    Last Visited: 10/13/2008  

  Dedra Smith, president of Printmark West, suggested looking at where the process is going awryâ€"usually back in the sales and editorial departmentsâ€"to come up with a solution.
  
  When the printing has been completed, it's important to do a cost analysis on bill."Its production's responsibility to review invoices and form breaks that everyone would have otherwise been oblivious to," said Smith.

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  www.btobonline.com/apps/pbcs.dll/article?AID=/20080606/ - [Cached Version]
  Published on: 6/6/2008    Last Visited: 7/28/2008  

  Balancing the print/online work flow is a common problem, said Dedra Smith, president of magazine production consultancy Printmark West.A few years ago a client of hers offered online advertisers banner ads based on click-throughs but hadn't anticipated that analyzing data from DoubleClick would amount to a full-time job for someone.
  
  The responsibility eventually fell to the production director."However, no adjustment in his existing duties were made, so he ended up burned out, disillusioned and finally he resigned," Smith said."Every organization has to decide whether the technical part of serving ads falls within the sales/marketing, IT, Web or production functions," she said.

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  www.foliomag.com/2008/save-10-15-right-now-your-postage - [Cached Version]
  Published on: 5/1/2008    Last Visited: 5/2/2008  

  "Technically, periodicals benefit from efficiencies in pooling, sorting and freighting; however, what they may have to give up in exchange is a degree of flexibility in schedule, design or other specifications for what is not necessarily a huge savings," says Dedra Smith, president of Printmark West, a magazine consultancy.
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  "Publishers that are predominantly subscriber-based are adapting to co-mailing but I hear complaints that titles that traditionally have valued late advertising opportunities over keeping a strict schedule are having a tough time with the penalties they can incur for not making their scheduled mail pool," Smith says.
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  Distribution capabilities and postal efficiencies play a huge part in printing contracts these days, Smith says."Five years ago, I could send bids to six printers and wait to do a postal analysis until the field had been narrowed to three or so, because postal variances weren't likely to skew the final results that much," Smith says.
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  "Because the shape-based rate structure affects all classes of mail, publishers are looking to reduce all mailing costs, including tearsheets, proofs, invoices, ratecards and all other ancillary mail," Smith says.
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  "The flats sequencing machines may level the playing field between big mailers such as Time Warner and other smaller publications," Smith says.But it's too soon to tell what impact the new technologies will have on co-mailing, drop-shipping and other delivery solutions.Smith adds, "It will be interesting to look back to see whether the investments by the printers in co-mail facilities and the compromises by the publishers to comply with the new efficiencies were worth it."

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  www.foliomag.com/2008/mastering-magazine-production - [Cached Version]
  Published on: 1/1/2008    Last Visited: 3/14/2008  

  Instructor: Dedra Smith is President of Printmark West, Inc.

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  www.pedersenart.com/workshopsreg/ItalyFlier1.htm - [Cached Version]
  Published on: 12/7/2007    Last Visited: 12/7/2007  

  Dedra Smith dedra@pcisys.net 303.447-1381

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  2001 Annual Conference - [Cached Version]
  Published on: 1/26/2009    Last Visited: 2/19/2009  

  Dedra Smith joined Printmark in 1993. Her previous production supervision included a semiweekly newsmagazine at Reed Travel Group, two monthlies at Murdoch Magazines, and dozens of annuals and semiannuals for a subsidiary of Pactel Publishing. She has led numerous seminars for Folio:, FMA, and the MPA, as well as serving on the Magazine Week educational advisory board. Her columns on production appear in Folio:. Dedra is highly energetic and entertaining--and knowledgeable to boot.

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  2002 Annual Conference - [Cached Version]
  Published on: 1/26/2009    Last Visited: 2/19/2009  

  Speaker: Dedra Smith
  
  Targeted to: Advertising, any new staffers
  ...
  Speaker: Dedra Smith
  
  Targeted to: Production, Design, Advertising, Editorial
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  Speaker: Dedra Smith
  
  Targeted to: Publishers, Production
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  Speaker: Dedra Smith
  
  Targeted to: Production, Editorial, Design
  ...
  Speaker: Dedra Smith
  
  Targeted to: Editorial, Design, Production
  ...
  Speaker: Dedra Smith
  
  Targeted to: Publishers, Production
  ...
  Dedra Smith joined Printmark in 1993. Her previous production supervision included a semiweekly newsmagazine at Reed Travel Group, two monthlies at Murdoch Magazines, and dozens of annuals and semiannuals for a subsidiary of Pactel Publishing. She has led numerous seminars for Folio:, FMA, and the MPA, as well as serving on the Magazine Week educational advisory board. Her columns on production appear in Folio:. Dedra is highly energetic and entertaining--and knowledgeable to boot.

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