In recent years, local newspaper's advertising revenues have been seriously eroded by the presence of competing electronic media. Technological innovation in cable television (CATV), interactive multimedia, broadcast television and Compact Disc-Read-Only Memory (CD-ROM) have proven to be a double-edge sword for local newspaper advertising revenues. On one hand, these technologies provide lower cost, high quality advertisement which target larger, more diverse audiences. On the other hand, the same technological innovations (high speed digital transmission, high quality input and output devices, and the widespread use of portable computing) have created a means for local newspapers to protect their advertising base and realize increased customer satisfaction through on-site interaction in early phases of ad development through remote data transmission. In this context remote data transmission involves the use of high speed transmission facilities capable of transmitting data of rates in excess of 56,000 bits per second. Adobe Acrobat 2.0 was used as a means of maintaining the integrity of the advertisement's elements as part of the transmission process. The author conducted a field experiment to determine the feasibility of remote data transmission of advertising between Advertising Services at Syracuse Newspapers in Syracuse, New York and a well known retailer - Kaufmann's Department Stores. A Kaufmann's ad was converted from PostScript to a Portable Document File (PDF) using Adobe Acrobat 2.0 Pro Distiller. The ad was transmitted to Advertising Services using switched 56 telecommunication line and a modem. Advertising Services transferred the ad into Adobe Acrobat 2.0. The ad was calibrated using -5 Calibration Curve in the AdSEND Calibration based on GammaTrol measurements, press data and evaluations of the press proofs Based on the evaluation of the press proofs, -5 Calibration Curve was the best calibration for Goss press and newsprint paper. The shadow was set at 95%, midtone at 45% and highlight at 0% in AdSEND Calibration. The shadow measured 78%, midtone at 58% and highlight at 0% on the press proof. The shadow measured 65%, midtone at 43% and highlight at 4% on the actual newspaper ad. The author concluded remote data transmission was feasible using a switched 56 telecommunication line, a digital modem and Adobe Acrobat 2.0 for electronic delivery of advertising for newspapers.
Library of Congress Subject Headings
Advertising, Newspaper--Technological innovations; Newspaper publishing--Communication systems; Wireless communication systems; Wireless communication systems; Telecommunication systems
Department, Program, or Center
School of Print Media (CIAS)
McKeever, John Jr, "A Field study to determine the feasibility of establishing remote data transmission of advertising for a local newspaper" (1995). Thesis. Rochester Institute of Technology. Accessed from
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