Digital asset management is a process in which a secure central repository helps streamline the creation, management, organizational and monetization of digital assets.
For North Plains Systems, whose Telescope Digital Asset Management Solution is used by publishers such as Hachette Filipacchi and Rodale, the goal is to put digital asset management back where it belongs in the workflow. “The idea is of wrapping it in metadata so you can find it later,” says co-founder and chief technology officer Steve Sauder. “If it’s a librarian task and you don’t categorize it properly, you won’t find it later.Librarians usually don’t know what it’s intended for—the idea is to bring it back into the production department. The concept of digital asset management is more about production than archiving. If you just use it as an archive, you’re only using half the technology.”
The technology is being leveraged beyond magazine production as well. “We’ve got a lot of clients coming to us who are concerned with the rich media aspect,” says Sauder. For those clients, North Plains has introduced Telescope Video manager v.20, which allows organizations to create and distribute video assets.
Clients can also leverage e-commerce aspects of digital asset management. Book publisher Harper Collins using it to offer preview pages online, while Sauder says there is potential for Rodale to syndicate much of its content—such as recipes—with the system.
DAM technology can be set up as a department solution or an enterprise solution. “Each dept. has its own set of issues,” says Sauder. The enterprise solution starts at $150,000.