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2010-07-24 21:21 KST

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Adobe Classic Completes Messaging To IPEX
Warnock and Geschke celebrated as Champions of Print
William Pollard (will789)

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At IPEX, a recent print show in Birmingham UK, there was no Adobe stand. At drupa in 2008 there was demonstration of Creative Suite and Adobe presence at the Innovation Parc. There was a talk each day at IPEX on the FujiFilm stand about the PDF Print Engine but the phase of promoting Postscript and PDF to end users has ended. John Warnock and Chuck Geschke were announced as Champions of Print but were not able to attend.
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Geschke and Warnock met in the late 1970s at the Xerox Palo Alto Research Centre, where Geschke directed research activities in computer science, graphics, image processing and optics, and Warnock worked as a principal scientist. The
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pair went on to set up Adobe Systems Incorporated in 1982 and launched PostScript which enabled content from a computer file to be printed exactly as it appeared on screen, with all formatting, graphics and fonts intact. Later the and for proofing print jobs. IPEX is now held every four years in the UK after various name changes. The IPEX Daily records that in 1883 there was a competition between 60 compositors to distribute and compose 5,000 letters of metal type in minimum time for a prize of £10. This year there was almost nothing on composition. Quark did not have a stand. Apple did not attend drupa two years ago and seem to concentrate on retail shops. There were several stands concerned with colour management but most workflows assumed the customer could supply a PDF reliable enough for typography and content. Although they were not in Birmingham, there were statements when the Champions in Print Awards were announced in the buildup to the show. John Warnock said, "We are delighted to accept the Ipex ‘Champions in Print’ award. When Chuck and I founded Adobe in 1982, we hoped our technology would have the potential to make an important contribution to the communication of ideas. But if anyone had told us it would be part of revolutionizing the printing and publishing industry, we would have been sceptical. We were fortunate in that we have always hired bright and creative people at Adobe. I'm proud to say that Adobe has been built on the legacy that has continued to revolutionize how the world engages with ideas and information, whether in print, on the Web and across all manner of devices." Chuck Geschke said, "We are honoured to accept this award on behalf of everyone at Adobe who has worked with us to advance the future of the print and publishing industry. The revolution that began as desktop publishing in the late 1980s changed the cost, productivity and efficiency of an industry without compromising the 500 years of the traditional aesthetics and quality of the printing trade. The technology and products developed at Adobe since its founding have had a major influence on the evolution of the graphics arts industry. Today, Adobe continues to drive the transformation of print communications from a manual, mechanical process to a fully digital workflow."
John Warnock and Chuck Geschke ©2010 Adobe

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Portable Document Format(PDF) was distilled from Postscript for exchange of documents online

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The choice of Champions in Print reflects the growing influence of digital technology at IPEX. Benny Landa, founder of Indigo, spoke at the opening ceremony. Frank Romano from RIT spoke during IPEx about the role of new print as part of communications. St Ives, founded by Bob Gavron, has a balance of digital and litho. John Crosfield founded Cosfield Electronics where scanning made a digital workflow possible. A website from Phil Cruse explains the use of lasers from the early 1980s. The IPEX ceremony was attended for Adobe by Mark Lewiecki, Senior Product Manager for the PDF Print Engine. Version 2.5 was launched at IPEX with improved support for Variable Data Publishing. This is supplied to Original Equipment Manufacturers such a FujiFilm and Agfa. IPEX is an occasion for Adobe to talk to these OEMs but the detail is not of general interest.
Frank Romano ©2010 Will Pollard

IPEX Opening Ceremony ©2010 IPEX / Steve Burden

The photo shows Mark Lewiecki (right), Trevor Crawford IPEX Director (left) and Nick Craig Waller IPEX Marketing Director (centre). This year there was no stand for Beijing Founder, who supply RIPs in China and promoted more widely at drupa. Global Graphics had a stand but no promotion for business applications such as gDoc or PDF conversion. Previously they have promoted the XML Paper Specification as used in Microsoft Vista and Windows Seven as an alternative to PDF. Founder have a desk top publishing product called FounderFX but it is unclear how this is to be promoted in Europe. The approach of Founder and Global Graphics confirms the apparent view from Quark, that composition software is no longer worth promoting at the level used on most desktops. Perhaps the gap with word processing is getting too small. callas software were at IPEX on the Four Pees stand and had software that would give people in pre-press confidence in PDF from Microsoft or Open Office. Currently Adobe is mostly concerned with Flash. Since the purchase of Macromedia John Warnock has retired as Chief Technology Officer and Kevin Lynch has taken over this role. There is not much evidence of priority for development of the PDF file format. There was a MARS project in the labs for a rewrite based on XML but work on this appears to have stopped. Most of the promotion for Acrobat is around Connect, based on Flash. The recent release of Creative Suite has no new features in Acrobat and the UK Adobe site made no mention of the IPEX event. It was a focus for the PDF Print engine but not regarded as significant for UK sales of Creative Suite. Perhaps Creative Suite will be seen more as a consumer level product without promotion through expensive live events. So far there has not been a version of Acrobat at a price level similar to Photoshop Elements. But PDF creation is now widely available for free through Google Docs, Open Office and similar options. Adobe also support the ePUB format for eBooks. This is based on XML and is easier than PDF for reflow on various sizes of screen. The trend towards mobile devices fits with longstanding concerns. Below are extracts from an interview with John Warnock by Bernd Zipper for the Seybold Report in December 2001, reprinted with permission by Planet PDF. Zipper: Did you expect that the printing and publishing industry was going to accept PDF first? Did you expect that? Warnock: No. Actually, I thought that there were a lot of problems that had to be solved to get the printing technologies correct. I actually thought office workers and network administrators would understand it first. Zipper: Adobe's marketing decided at that point to initiate a program around a theme like "the paperless office." Warnock: Yes. Zipper: Did you believe in the paperless office at that time? Warnock: Well, no, because people still like to read books; they still like to read paper. But what I did believe in was communication of documents without paper; that is, getting the document from point A to point B without having destroy a bunch of trees. So there was always some priority for office workers and communication without paper. Improvement in the pre-press aspects of PDF followed detailed requests at Seybold Seminars, for example Stephan Jaeggi in New York 1998. At IPEX it was clear that PDF support continues from the Ghent PDF Workgroup. Adobe is a member but the Four Pees stand next to the Knowledge Zone had a definite European emphasis. Enfocus continued to offer software for prepress work on PDF. During the time of IPEX the Adobe focus seemed to be on Google and Flash for Android. In four years time it is possible that Adobe will be almost entirely a continuation of Macromedia and Adobe Classic - a term to describe the products around Postscript and PDF - will be on a reduced scale without much claim to a marketing budget. This is speculation but already the Adobe story would make more of a case study than is widely reported. Geschke and Warnock are sometimes thought of as "retired" but continue in the chair. If the change of direction around Macromedia is as definite as appears then it is unusual for senior management to decide on relegating technology in which they have been closely involved.

Continues on IPEX 2002 blog - 2010/05/29 오전 2:56

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