Using DAM in Book Publishing - Asset or Liability?

It was 2012, when I first came to know about Digital Asset Management (DAM) Software. My then employer Oxford University Press announced to launch DAM in all OUP branches worldwide. It was a long process, and luckily I had a chance to attend initial phase of DAM training in Oxford and later in Pakistan and Malaysia offices before it was finally introduced rather cautiously. It was not in full swing until early 2018 when I left OUP Pakistan.

Data Management or Asset Management has always been a core issue, and when it comes to publishing it is of great significance and value. Nowadays, we call it Digital Asset Management as almost all the data is stored digitally. Gone the days when data was put in safekeeping, physically. To make it simple for those who are not familiar or know very little about DAM, it is a system used as a systematized repository combined at one place for all digital assets including artwork, media files and wide-ranging content formats. We may also say that DAM is a business process for consolidating, safely keeping and reprocessing opulent media and handling digital rights and permissions enormously. Unlimited number of photos, music, videos, animations, podcasts and other multimedia content files are handled systematically using customizable metadata within a branch or among various branches. All files are accessible immediately to those having right to access them. Even freelancers can be allowed to view files and use them for research.

As we are facing the greatest challenge of digital delivery of any content round the clock, print and publishing companies seem to be walking on a double-edged sword of keeping traditional (older generation) and modern readers (young generation) happy all the time. The challenge of delivering content that is easy to be accessed through mobile devices as well. DAM provides opportunity to create, manage, store, re-use and re-purpose a huge pile of files in different formats as per need irrespective of time and destination. The demand of integration of videos into digital publications with multiple options is likely to increase with time, seemingly not possible to manage without having facilities like DAM in the years to come.

A large number of medium to large sized media companies including publishers use DAM at different places. DAM can be an asset if managed efficiently for better Return on Investment (ROI). However, risks seem to be high as it can simultaneously turn into a liability if implemented casually without taking search tools, metadata customization and many other similar key factors into consideration. Projects can be delivered on time and within budget on condition that teams are skilled and groomed to generate, organize, manage, share and evaluate the treasure of digital files using the principal source. Marketing materials can also be repurposed using DAM. Authors, editors, publishing managers, designers and design heads precisely deserve access of digital assets all the time. Marketing teams dealing with promotional items may also be given access of this facility occasionally depending on their capabilities and internal structure of the organization. All stake-holders across the board must ensure implementation of whole cycle – the innovative workflow, effectively without turning cloud-based DAM software into a nightmare. In other words, it can be a liability if not handled with due care.

The writer is a former School Editorial Director of Oxford University Press Pakistan and can be contacted at: kashif.publishing@gmail.com