The "forgotten" argument process management
Process management for corporate publishing projects is so self-evident that it is often "forgotten". Yet it can become the all-important criterion for a full-service provider. This is demonstrated by three major projects at Publishing House Infel.
Many people can fill and design a magazine with content. But not all of them can master all the steps of a publishing project right through to delivery to readers' letterboxes. This requires a finely tuned process flow that includes the editorial team as well as the postal logistics at the end of the value chain.
The editorial team is at the start of a complex process in which everyone involved works hand in hand. It has to adapt to the needs of other service providers and partners in terms of scheduling and topic planning. For example, a large number of stakeholders within a company need to be coordinated, as does the submission of print data for the desired medium.
The three case studies illustrate why corporate publishing is not "just" about editing and design - it also requires the management of complex logistics.
Logistical challenge 1: "1 to 1 energy forum"
As an identity-forming communication tool, the customer magazine combines the messages of around 140 Swiss energy suppliers united under the "1 to 1 energy" brand - from large listed companies to small municipal electricity suppliers. The magazine makes something possible that many small energy suppliers would not be able to do on their own: It conveys the qualitative leadership in the field of energy to the outside world. The readership includes over one million electricity customers of the "1 to 1 energy" energy suppliers - mainly private and household customers.
The magazine is produced in German and French in two basic versions each (24 and 20 pages); several partners also produce their own split editions. The magazine is published in up to 22 varieties. The energy suppliers individualize up to 8 pages in their edition or supplement them with their own cover. Texts are not only translated, but in some cases also replaced, their content adapted to the region and written by journalists in their native language. "This regionalization increases relevance for our readers and strengthens customer proximity," says Romano Zgraggen. He is Managing Director of Abonax AG, the association of "1 to 1 energy" partners in Eastern Switzerland.
"The coordination meeting with the print shop and the post office is just as important as the editorial meeting," says Andrea Weedon, Head of Marketing & Administration at Youtility AG, a successful cooperation in the Swiss energy market. This is because the 22 different types of magazine plus any bound inserts, posters or booklets must be put together correctly, the approx. 120 additional partner imprints on the front page of the basic version must be produced without errors and delivered on time. This only works if it is clear at the start of the layout process how and in what sequence the individual types are scheduled on the printing press and for further processing.
The "good to print" phases for each of the 22 varieties represent a further challenge: the final approval from a total of 25 to 30 people is collected at Infel and processed accordingly. Infel carries out the final inspection for each variety. Nevertheless, it is not uncommon for corrections to be made at the last minute - after the "OK to print" has been given. "At such times, everyone's flexibility is required and optimum cooperation between us and the print shop is essential," explains Denise Liebchen, who is in charge of the editorial side of the "1 to 1 energy forum". Depending on the progress of the process, these corrections are made directly by the printer and checked by Infel. It takes two very labor-intensive months for each issue to go from topic planning to mailbox contact.
Logistical challenge 2: "Strom" magazine
Almost identical signs also characterize the magazine "Strom" - the customer magazine of around 140 Swiss energy supply companies. The 32-page basic edition, which is published four times a year, can be almost completely customized by all companies: Be it that they choose their own regional cover picture; be it that they exchange pictures, graphics or box texts in individual articles - be it that they completely replace entire double pages. "Handling this logistical value chain - individualization from content to distribution - requires the highest level of process expertise and coordinated interfaces. This strength of Infel gives the customer the necessary security and guarantees efficient and cost-saving production," says Marcel Maspoli, Head of Media Services at Infel.
Logistical challenge 3: "T Magazine" magazine
"T Magazine", an international magazine published by the consulting and auditing firm Ernst&Young (E&Y), is distributed in Europe, the Middle East, India and Africa (EMEIA). 30,000 copies of the full version will be delivered to around 70 E&Y branches in the EMEIA region.
170,000 copies are published in a reduced form (booklet) as a supplement to the "Financial Times" (FT) . It is printed in Switzerland and Abu Dhabi and delivered to a total of nine distribution centers in the UK, Germany, Belgium, Sweden, Italy, Spain, Singapore and South Africa. "We coordinate the mailing lists for the E&Y branches and the FT delivery stations," says Michèle Meissner, Deputy Head of Media Services at Infel. "Quotations, scheduling, insert booking, cost calculation, price negotiations and rescheduling at short notice in the event of circulation changes are all part of the job," she explains, while also pointing out how important it is to work with reliable partners: "Print quality, adherence to deadlines and distribution are just as crucial to success as professional content and graphic implementation," she emphasizes. "Our project management and quality assurance ensure production from A to Z. Worldwide." Andy Schärer
