Stämpfli AG is a Swiss graphic arts company and publishing house, part of the Stämpfli Group. The company oﬀers corporate communication services to broad industry clients, through the skillsets of 330 employees from 16 different countries. Stämpfli offers a wide variety of professionals under one roof: ranging from communication specialists, publishing service providers, web developers, and IT professionals, proofreaders, editors, printing specialists and copywriters to interaction designers.
Channel-neutral production flows have been topic of discussion for many years. Technically, channel-neutral production solutions can easily be created, were it not for the user demands that are making the creation of these solutions overly complex: "Everything is too complicated, everything is too cumbersome, there are too many steps involved." So how to get to a solution that fits both the needs of the publishers and users?
Since the introduction of desktop publishing, the reuse of content has been of interest to Stämpfli AG and its customers. In Stämpfli's opinion, until 2015 when WoodWing introduced Inception, there was no clever solution available that allowed for longer articles to be created both digitally and in print. When Stämpfli AG saw and familiarized themselves with WoodWing's solution, they were instantly excited about its intuitiveness and ease of use.
The evaluation started back in 2015 with WoodWing Inception. Later, its larger counterpart Enterprise Aurora was introduced. While Enterprise Aurora wasn't fully ready yet at the time the evaluation started, Stämpfli already saw the potential of the technology and approach of WoodWing's solutions. Customers were also involved to get their opinion on the future solution.
During the evaluation period, WoodWing partner a&f systems ag has been instrumental in working with Stämpfli to shape and define their future publishing solution, and in keeping them up to date on any new WoodWing developments.
The first customer to test Stämpfli’s new channel-neutral publishing solution was the Zürich University of Applied Sciences (ZHAW). Their print magazine IMPACT is published four times per year, accompanied by the publication to an app. They had to copy and paste content from their print version into Inception until then. This was a perfect case to test a prerelease of the current Content Station Aurora product and take the story-first approach. The editor-in-chief immediately saw the potential.
Thanks to the willingness of the editor in chief for introducing new technologies and processes, we were able to implement the new solution right from the start.
Once the new production process was in place, the editorial staff needed to be trained, ...fast. The team was hesitant, as there was too little time to cover all the changes and new processes in detail.
In order to make the first production work, the client set up the "print-first" workflow. From there they would guide the editorial team and their copywriters towards a "story-first" approach.
Most editors have been producing print content for many years. Shifting to a "story-first" approach takes some time, but in the end, it pays off as the story can be published to multiple channels and its consistency can be kept. Meanwhile, the client has already published the fourth edition of the magazine and the trend to have more and more content produced following the "story-first" approach has taken off within the company.