Get Creative: Your Inside Scoop on Leopard
Our intrepid reporter installed Apple's new OS, Leopard, the day it came out. She fought through the Firewire glitches, the network connectivity issues, and other problems and is here to give you an unvarnished, first-hand account of the best new features and what to watch out for.
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Review: Adobe Photoshop CS3
There are high-school seniors who have never lived in a world without Photoshop. Does this venerable application still have room for improvement?
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Review: Adobe InDesign CS3
Go ahead…make my layout. This new version facilitates design and production tasks across the board.
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Review: Adobe Illustrator CS3
The new Illustrator is faster, flashier, and more colorful, yes. But is it worth the upgrade? Read on to find out.
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Troubleshoot Font Problems
Learn how to identify and fix common problems on both Mac and Windows platforms.
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Review: Adobe Acrobat 8 Professional
More for the Office, Less for Creative Pros.
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Review: Quark Print Collection
Its imposition and marking tools for QuarkXpress or Adobe Acrobat are top-notch, and its price is surprisingly low. Do you need this new bundle of tricks?
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Adobe Announces Availability of Acrobat 8
Adobe Systems Incorporated announces the immediate availability of Adobe® Acrobat® 8 software amid an enthusiastic early reception from knowledge workers worldwide who for months have tested and provided feedback to help the company fine tune the product line. The new Acrobat 8 provides business professionals with innovative tools for communicating and collaborating with confidence across the boundaries of operating systems, applications and firewalls.
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Quark Releases QuarkXPress 7 Update
Quark Inc. announced the release of QuarkXPress 7.02, the latest update to QuarkXPress 7, which includes the highest level of flexibility and reliability for QuarkXPress software users. The release will provide new, up-to-date functionality, including license-transfer features and typographic support for new languages as well as resolution of the most important issues reported by customers since the product shipped.
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The Fastest Route to Sales
4 quick ways to reach your hottest prospects.
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Shakeups to Adobe Creative Suite 2.3 Cast
When TV shows need a boost, they add new characters with wider audience appeal. See how the software industry is learning this lesson from Tinseltown.
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Keep Clients Coming Back
Certainly being talented and having good people skills is the base to build on for a freelance business. Today’s new marketplace for freelancers seems to need more than these basics to answer the big question: How do you keep your clients coming back?
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QuarkXPress 7 Review
How does the new QuarkXPress compare to Adobe InDesign CS2?
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Create Connections
Communication is key to getting the results you want. Do you connect with people or do you push them away?
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Break On Through
Are you ready to open the doors to a new industry? Here are some strategies for getting up to speed and winning sales.
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13 Proven Strategies to Create
High-Performing Copy
Whether you're using online or offline media channels to drive your direct marketing, copy significantly impacts your results. Direct is about getting prospects to read your message and respond right now. While you strive to build and support your brand using high-impact formats and images, you also must deliver copy that touches the heart and head of your prospects.
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How to Wow 'Em Like Steve Jobs
The Apple CEO is well known for his electrifying presentations. Here are five tips to make your next talk just as mesmerizing -- or close.
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Get Your Mitts on Illustrator's Free,
High-Quality Templates, Clip Art, and More
Adobe bundles 320MB of templates, clip art, stock photos, and sample files with Illustrator CS2. The trick is to first find where those freebies live, then create a catalog for easy browsing and selection. Here's how.
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9 Tools for Building Customer Loyalty
Don't let customers go after one purchase. Win them back with a follow-up program.
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Let Acrobat Organize You
Most people who use Acrobat 7 don't realize that it comes with its own free file browser and manager, called the Organizer. It gives you quick access to files anywhere on your hard drive, but that's just the tip of the iceberg. It can track locations of any PDF you've viewed in the last 24 months, show you the date and time a file was modified, let you group aliases of PDFs into virtual collections or make new combined PDFs, and a lot more.
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Review: Extensis Suitcase Fusion
The aptly named new version of this font manager blends aspects of two once-dueling applications: Suitcase and Font Reserve. Is Suitcase Fusion a successful mixture or a Frankenstein?
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QuarkXPress 7 Public Beta:
Not the Same Old Toolbox:
From the most modern laser level to the trustiest ol' hammer, we've got the facts about everything in the QuarkXPress beta.
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Take a First Look at Adobe's Lightroom
Photographers are getting a lot of attention these days. Adobe has just released a public beta of Lightroom, a new application for organizing, editing, and outputting images.
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Markzware Introduces
XPress to Adobe InDesign Conversion Plugin
The plugin provides a quick way to convert XPress files by simply opening them within InDesign.
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Check out Adobe Bridge
Adobe® Bridge software is the new navigational control center built for Adobe Creative Suite 2 software and its components. (Adobe Bridge is also available separately in Adobe Photoshop® CS2, Illustrator® CS2, InDesign® CS2, and GoLive® CS2 software.) Based on the File Browser introduced in Photoshop 7.0, Adobe Bridge goes a step further by providing centralized access to your suite project files, applications, and settings.
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Get Ideas from Your Own People
Only 41 percent of employees believe the average company listens to their ideas. No wonder, then, that the average American worker makes just 1.1 suggestions per year -- one of the lowest among industrialized nations. Compare that with the 167 suggestions per employee in Japan and you can see the untapped potential.
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Obsessive Branding Disorder
Corporate America is obsessed with branding. But minus the hype, branding is really just commonsense strategy, rebranded.
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Enter the Third Dimension with Embossing
How can you help your customers produce printed materials that capture attention in a world where people are distracted and have very little time to absorb information?
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Quark Adopts New Logo and Identity
There’s a friendly sign of change at Quark: a new logo and visual identity that signal that the company is leaping forward into the future of creative communications.
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Copyright Developments
You Should Know About
In 2001, the United States Supreme Court handed down one of the most significant copyright cases it had decided in decades. In that case, New York Times Co. v. Tasini, the Supreme Court confirmed what many of the lower courts had earlier stated, namely, that the copyright laws of the United States do apply in cyberspace.
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Subscribe to Photoshop Radio in iTunes
First make sure that you have iTunes version 4.9 or better...
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First Look at an Impressive QuarkXPress 7.0
Will XPress 7.0 be the upgrade that puts Quark back on top? Gene Gable spent two days at Quark's Denver headquarters to find out and emerged with this exclusive report.
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Printing Tips: Go From Hard Drive to Hard Copy
If you're new to print design, you may not know that jobs destined for a professional print house must follow very particular parameters. There are plenty of traps you can fall into, but we'll help you escape them all.
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Photoshop, QuarkXPress, and InDesign
Get a Little Help From Their Friends
We've got the scoop on the latest plug-ins for your favorite applications. Whether you want to quickly replace colors or reduce noise in photos, script anything in a publication, or typeset equations directly in your page-layout program, you'll find the info you need here.
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Creating Brand Standards for Your Business
You can set your business apart with consistently designed marketing materials. This branding expert shows you how.
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Logo Trends 2005
The word “trend” seems to raise the little hairs on the back of some designers’ necks. Everybody wants to be a you-know-what-setter; no one wants to acknowledge the aftermath. But as we march toward LogoLounge.com’s fifth anniversary, we’ve discovered that trends have become something impossible — and maybe unwise — to ignore.
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Implementation: The Key to Effective Marketing
If you don't buy a ticket, you can't win the lottery. Find out why the implementation is the most important stage in your marketing plan.
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Maximizing Your Trade Show Results
If you are looking for ways to maximize your marketing budget and if you are willing to conduct some advance research and planning, trade shows may be your best bet to significantly increase your business.
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Managing Your Studio
A well-organized, smoothly functioning studio that is profitable and turns out beautifully-executed design work rests on three primary factors: talent, set-up and systems.
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Adobe Photoshop CS2
The market leader continues to innovate while polishing features that have been around for a while. Ben Long takes you through the newly released program.
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Review: Adobe InDesign CS2
Should you buy the new InDesign? Here's the lowdown on the new features, who they benefit, and whether the price is right.
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Review: Adobe Illustrator CS2
Increased speed, dependability, and ease of use, and a handful of truly useful new features make Illustrator CS2 one of the most exciting updates released by Adobe in recent years.
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Tips for Mastering E-Mail Overload
If your e-mail inbox is threatening to take over your entire workday, this ultimate how-to will teach you to deal effectively with the information onslaught.
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The Lost Art of Listening
Listening is the most important communication format in organizations today, but it is also the format we are least prepared for when we enter the work force.
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Adobe to Acquire Macromedia
Adobe has agreed to acquire Macromedia in an all-stock transaction valued at approximately $3.4 billion.
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CS2 Overview
Adobe’s Creative Suite 2 is indeed here, and we think it offers something for every type of digital media professional to get excited about. Digital photographers, video editors, and graphic and Web designers will all find a new group of goodies under the hood to feed their creative appetites. And all of these new goodies come with the added benefit of even tighter integration among all of the Creative Suite applications.
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Six Simple Steps for Turning Your Company
Into a Heavily Quoted Source
Ever wonder why your competitors keep cropping up in coverage - whether it be national dailies, on big-time TV broadcasts or even in local business magazines - while your company's relegated to the back of the trades?
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Top 10 Marketing Ideas - Part V
Here is Part V of Top Ten Marketing Ideas...designed to stimulate thinking about a wide range of marketing areas in your business. Read all five parts, print them and make copies for your co-workers and get those marketing juices flowing.
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Top 10 Marketing Ideas - Part IV
Here is Part IV of Top Ten Marketing Ideas...designed to stimulate thinking about a wide range of marketing areas in your business. Read all five parts, print them and make copies for your co-workers and get those marketing juices flowing.
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Top 10 Marketing Ideas - Part III
Here is Part III of Top Ten Marketing Ideas...designed to stimulate thinking about a wide range of marketing areas in your business. Read all five parts, print them and make copies for your co-workers and get those marketing juices flowing.
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Top 10 Marketing Ideas - Part II
Here is Part II of Top Ten Marketing Ideas...designed to stimulate thinking about a wide range of marketing areas in your business. Read all five parts, print them and make copies for your co-workers and get those marketing juices flowing.
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Top 10 Marketing Ideas - Part I
Here is Part I of Top Ten Marketing Ideas...designed to stimulate thinking about a wide range of marketing areas in your business. Read all five parts, print them and make copies for your co-workers and get those marketing juices flowing.
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Let Your Imagination Take Off
A successful guerilla marketing campaign takes effort, not cash.
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How to Craft Your Company's Marketing Plan
An effective marketing plan is an essential element of any business because it clarifies the 'road map' by which the business will achieve its sales goals.
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Lowering the Odds on Higher Sales
Some folks see success as no more than a matter of luck. To a certain extent, they're right - but consistent winners make sure to load the dice.
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Review: Adobe Acrobat 7.0: Faster, Better
Acrobat has become an indispensable tool for creating and distributing digital documents, but users have griped about its sometimes sluggish speed. Well, Adobe Acrobat 7.0 (which runs only under Windows 2000 SP2, Windows XP, or Windows Server 2003) is finally as fast as it ought to be—and its startling increase in speed in loading and displaying PDF files is only one of many reasons to upgrade to the latest version.
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How to Impress Your Banker
Here's a top-five list of things you should do from Rebecca Macieira-Kaufmann of Wells Fargo, America's top small-biz lender.
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Quark Beats InDesign
A Review of the New PSD Import Xtension
Last week Quark released the PSD Import xtension for QuarkXPress 6.5. Authored by A Lowly Apprentice, Inc. (ALAP), one of the most respected and detailed developers of Quark xtensions and InDesign plug-ins, the PSD Import xtension brings into Quark not only native Photoshop PSD files, but also a near mirror image of Photoshop’s own Layers, Channels, and Paths palettes.
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Adobe Beefs Up Acrobat Reader in Version 7.0
Adobe Systems Inc. looks to meld its document management platform more firmly into business workflows as the company announces the next version of its Acrobat document interchange solution.
Version 7.0 expands the exchange capabilities of its reader application and features tighter integration with Microsoft Corp.'s productivity and content applications.
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Home-Brew IPod Ad Opens Eyes 
School teacher George Masters has the marketing world abuzz with a homemade ad for Apple Computer's iPod that is rapidly "going viral." To some experts, Masters' ad heralds the future of advertising. Homemade ads will play a big part in marketing, just like blogging is shaking up the news.
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Print Tips: Designing for Digital Presses
Designers appreciate the flexibility of digital presses that let them print shorter four-color runs. But choices of paper and preparation of files require special care. Find out what you need to know.
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Quark Announces Free English Technical
Support for QuarkXPress
In an effort to provide the best user experience to its millions of customers, Quark is proud to announce free technical support for its English-speaking customers starting December 1, 2004. Noting customer requests and a shift in philosophy, Quark made the decision as part of its new customer-centric vision for today’s creative productivity.
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Adobe Acrobat 7.0: First Look
With one of its fastest updates to the product family yet, Adobe this week announced the Acrobat 7 family of products, which includes Standard, Professional, and Reader versions. We turn to the PDF experts, Planet PDF, for a rundown of the new features.
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A Dozen Ways to Ensure Your Business Remains Strong and Viable
There are so many columns written on the subject "10 ways to ruin your business" that I thought it would be a good idea to change the perspective and let you know what many successful entrepreneurs are doing right.
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Think Before You Click to
Avoid Viruses & Scams
One phenomenon that has become quite obvious from the vast numbers of virus victims over the last year is that people click first and ask questions later. Maybe we're inspired by the false belief that firewalls, antivirus software, and anti-spyware programs protect us from all viruses, worms, and intrusive programs. But even the best of these shields can't always protect you from your biggest security threat: yourself.
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Search Your Own Computer
With Google Desktop
Google Desktop Search is how our brains would work if we had photographic memories. It's a desktop search application that provides full text search over your email, computer files, chats, and the web pages you've viewed. By making your computer searchable, Google Desktop Search puts your information easily within your reach and frees you from having to manually organize your files, emails, and bookmarks.
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Adobe and Yahoo!
Team to Deliver New Consumer Services
Adobe Systems Incorporated (Nasdaq:ADBE) and leading Internet provider Yahoo!® (Nasdaq:YHOO) today announced a strategic relationship aimed at providing consumer services to Internet users. Leveraging the over half-a-billion copies of Adobe Reader® software distributed to date and the No. 1 Internet brand, Yahoo!, the two companies will introduce integrated products that feature Adobe services, significantly increase the reach of Yahoo! Search and expand the online utility of Adobe Reader.
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Quark Launches QuarkXPress 6.5
Quark Inc. has announced the forthcoming release of QuarkXPress 6.5, the newest version of the industry's leading publishing software. Version 6.5 expands the power, versatility, and creative possibilities of QuarkXPress software, with new features, increased stability and reliability.
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Ways to Make Sure Your e-mails Go Through
Our e-mail is not reaching its target. Even when we think it is, we are uncertain if it has. We wonder why a recipient has not responded to a specific request or issue. We become almost neurotic about following up important e-mails with phone calls or faxes. The value of the instantaneity of e-mail and its usefulness is diminished by the attack on e-mail's reliability. What are we to do?
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Ad Strategies: Sow Now, Reap Later
Budget constraints often lead to bad advertising choices. While the temptation is to skimp on preparation, the truth is that a larger initial investment produces better result.
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Are you an agent of change for your business?
It has long been said only two things are certain in life: death and taxes. However, in today's uncertain world, this statement needs to be modified. You need to add a third category to the list. This third item is "change," and it is as inevitable as the other two..
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7 Relationship-Building Strategies
for Your Business
Try these tactics to get customers to think of your company first.
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The Art and Science of Getting Noticed
An ad-industry veteran and entrepreneur shares his insights about the best ways for small outfits to get and leverage media attention.
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Your Business' Success Depends on Working to Attract New Customers--While Still Keeping Existing Clients Happy.
The startup phase of your business can feel frenzied and overwhelming as you set up your operations and market like crazy to get clients. And once you get that roster of clientele, your sole focus becomes providing them the best products and services. Of course, before long you'll have to find the right balance between serving your old clients and marketing to new ones.
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Mulling Mac OS Tiger
With applications such as QuarkXPress 6 and Adobe InDesign fully compatible with Mac OS X, content creators are finally embracing OS X 10.3 aka Panther. But are you ready for Tiger?
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Making Your Name Go a Long Way
When deciding how best to raise the profile of your business, a PR outfit is worth considering. Here are a few tips on finding the right one.
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Talk Back to Quark:
New Educational Discounts on XPress
The battle for the hearts and minds of students is ultimately where software wars are won, and budget-conscious students have reason to shudder at Quark's stingy educational discounts. That's about to change.
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Will Postal Reform Deliver for Small Business?
It's been 30 years since Congress tackled comprehensive changes to the United States Postal Service (USPS). A legislative effort to reform the beleaguered system is now picking up steam, but does any of this matter to small business?
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Quark Relaxes Single-User Licensing Policy
Quark Inc. today announced that it has revised its policy for single-user licenses of QuarkXPress. Under the new policy, QuarkXPress 6 users can install and activate their software on a second computer at no additional charge.
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How Fast Is Your Network?
Schlepping large graphic files across networks -- whether between machines or through a server -- can make or break a creative workflow. Is your network pulling its own weight when it comes to performance? Maybe not.
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Quark Customer Summit:
New Attitude at a High Altitude
QuarkXPress customers got a breath of fresh (but thin) air and a glimpse of QuarkXPress 7 at the recent Quark Summit. With new activation policies, new corporate partners, and a new attitude, the company is determined to hold onto its user base.
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Masters of Design
No matter what you do for a living, design matters. Meet and learn from 20 visionary men and women who are using design to create not just new products, but new ways of working, leading, and seeing.
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Plug-Ins and XTensions:
InDesign Labelers, QuarkXPress Tablers, Photoshop Bundles
This month's round-up of plug-ins and XTensions includes tools for creating tables in QuarkXPress, tracking production in InDesign, and checking usability in Dreamweaver. Plus the return of XTension developer Vision's Edge.
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Can In-House Design Departments
Be Respectable?
A large percentage of the design community works at in-house departments within large corporations. The designers and illustrators and photographers who choose to work in those settings do so for the opportunity, structure, benefits, predictable hours and because they enjoy larger settings.
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Sunny Times Ahead for Designers?
After the dot-com collapse and economic downturn, many designers were left puzzling their fate. Now the economy is on the upswing. What will it take for you to bask in the sun once again?
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Meet These 5 Challenges for Trade Show Success
If your business serves a regional or national sales area, a series of trade shows targeted to your niche market is historically the lowest cost per qualified sales lead for your business. Why? Because you have a captive audience of potential customers in your niche market walking by your exhibit.
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The Fine Art of Negotiation
Author and business coach Jim Camp explains why a willingness to say "no" is the sharpest tool for cutting a favorable deal.
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PDF and Panther:
The Hidden Role of PDF in Mac OS X 10.3
Apple's Mac OS X makes broad use of Adobe's PDF technology. It is the first example to date of an operating system that contains an actual Adobe Normalizer embedded as a system component. A careful analysis shows that Apple hasn't yet delivered on the exciting promise of an operating system built around PDF.
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Welcome to the Concierge Economy
Marketing based on price and promotion is so old school. For your business to be successful in the future, according to Elliott Ettenberg, author of "The Next Economy," you will have to master the four R's - relationships, retrenchment, relevancy, and rewards.
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Plugging PageMaker Into InDesign
Loyal PageMaker fans shed a tear when Adobe announced it was discontinuing the application. But PageMaker lives on as a set of plug-ins for InDesign. What do you get? Sandee Cohen takes a look.
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Give Customers Something Good to Talk About
Nordstrom has opened in Charlotte, N.C., and some merchants are shaking in their boots. Big mistake.The "known for service" retailer started as a shoe store in Seattle and grew into a retail chain. It has become known for great service as well as for its wide selection of shoes. But lots of department stores sell shoes. What's the difference if you have 25,000 pairs or 30,000 pairs? The difference is the way the shoes are sold, and especially the way the customer is served.
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Go Remote to End Data Backup Worries
Despite constant reminders about the importance of backing up your company's data off-site, away from threats like natural disasters and theft that can befall your office, the task remains daunting for businesses. One solution that can ease these backup pains is remote backup.
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The Old Order Changeth
After five years of relative stagnation, the industry has decided on the software of the future. Here's an overview of a snowball effect involving OS X, Quark, Adobe, Macromedia, product activation, and suite revenge.
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When Sales Meets Marketing: Part III
Collaboration and trust are essential if salespeople and marketers are to boost an outfit's bottom line. Here, laid out in simple steps, is a four-point path to achieving it.
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When Sales Meets Marketing: Part II
Think of your sales team as the athletes and marketers as their coaches. Put that concept into effect and your outfit will score a lot more touchdowns.
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When Sales Meets Marketing: Part I
Too many businesses view sales and marketing as oil and water. It's a separation that hampers efficiency and undermines the bottom line.
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Promoting for Pennies
Marketing costs weighing you down? Here are 20 creative ways to boost business without breaking the bank.
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Reap the Rewards of Paying Attention
"Pay attention!" Ever hear those words when you were growing up? Hundreds of times, right? And you probably thought you were being scolded. Actually, when you were told to pay attention, you were getting one of life's most valuable lessons.
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QuarkXPress 6.1 Update Resolves Panther Issues, More
Quark Inc. has released an update to its flagship desktop publishing software QuarkXPress, version 6.1. The new update, which measures 78.4MB, can be downloaded from Quark's Web site.
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Windows Tips: For Security Reasons,
It Pays to Know Your File Extensions
Computer viruses sometimes masquerade as harmless e-mail attachments. The fastest way to spot the interlopers is by their file extension--the letters (usually three) following the final period in the file's name. This extension is an essential aspect of nearly every file on your computer; without it, Windows doesn't know whether to open the file in your word processor or another app, to launch it as a program, or to let other programs use it as a system resource. Knowing a file's extension can also help you customize your system and clean out the dross.
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CorelDraw Graphics Suite 12:
Smart Doodling, Dynamic Snapping, Savvy Copying
Some graphics products may be flashier, but few offer the bang-per-buck of CorelDraw Graphics Suite. Just-announced version 12 of this illustration-imaging-animation package offers intelligent eyedroppers and smart drawing tools and withdraws Mac support
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The Quiet Revolution in Proprietary
File Formats
TIFF, EPS, and JPEG -- these file formats form the foundation of modern desktop publishing. Yet recently native file formats -- such as Photoshop's PSD -- are gaining favor. What does this mean for content creators?
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InDesign Adopts Orphaned PageMaker Users
Adobe Systems unveiled a conversion strategy Monday for customers still using its orphaned PageMaker page design and layout application.
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InDesign CS: Adobe Ups the Ante Once Again
Page layout these days is a high-stakes poker game full of bidding, bluffing, and raking in the chips. With the release of InDesign CS, Adobe adds new features that may make users of other programs throw in their cards. Should you join the game? Sandee Cohen has the answer in her review.
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The Cream of the (Marketing) Crop for 2003
It's time for some end-of-year musings about good marketing. Every now and then one sees a product introduction or a brand campaign that hits the spot. Every element comes together to produce a well-balanced campaign that captures the consumer's imagination and attention. The marketing may not always be admirable or in good taste, but it's distinctive and appealing and usually supported with a strong communications message. The product generally delivers against the marketing promise, in terms of product quality or value or both. For your consideration, 10 who did it right in '03:
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QuarkXPress 6 vs. InDesign CS: Taking Sides
With the release of InDesign CS, Adobe applies more pressure on users of QuarkXPress to decide whether to stick their old standby or switch to the new upstart. What to do? Page-layout expert David Blatner states his opinion
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Tools and Rules for Success in the Future
I love December. It's a wonderful time to celebrate a year gone by. It is also an important time to step back and re-evaluate life both from a business perspective and a personal perspective. In fact, in today's hectic, gotta-have-it-yesterday world, we absolutely need a time to step off the planet, think about the "why" of living, and evaluate what we're doing. Quiet meditation is not a luxury but a necessity in a frenetic-paced world.

In the midst of all that "busy-ness," here are some tools to help you achieve your goals and some rules that work in any environment.
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Illustrator CS:
Adobe Squeezes in More for Designers
Now in its 11th version, Adobe Illustrator is already jam-packed with features. But Illustrator CS manages to add new drawing and design tools. Is it enough? Sandee Cohen reviews the latest.
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Blogs: The Next Frontier of Biz Communication
Do you blog? According to Entrepreneur Magazine, blogs are one of the hottest and coolest Web-based communication strategies. Current estimates place the number of blogs at 4 million plus and growing every day.
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Should Creative Pro's Run with Panther?
With 150 new features, Mac OS X Panther sounds like the cat's pajamas. But is it right for content creators? David Morgenstern looks at some major productivity-minded additions and wonders if it's time for all Mac users to join the X-generation?
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Welcome to the Feelings Economy
Are you worn out by the frenzied pace of change in our new “whateveryouwannacallit” economy? Are you puzzled and aggravated by your suddenly impotent marketing and sales efforts? Do you spend sleepless nights wondering when the US economy will bounce back and raise your boat (along with everyone else’s)? Well, you can stop wondering. Fundamental shifts in commerce and consumer psychology have permanently changed the competitive landscape for years to come.
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Is Business-To-Business Marketing Really
Different Than Consumer Marketing?
When asked if he could write an effective direct-mail package or a complex electronic control system, a well-known direct-response copywriter replied, "No problem. It doesn't matter what the product is you are selling to people. And people are pretty much the same."

He's wrong.

Yes, there are similarities. But there are also differences in selling to business and professional buyers vs. the general public. In fact, here are six key factors that set business-to-business marketing apart from consumer marketing.
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All-New Adobe Creative Suite Now Shipping
SAN JOSE, Calif. — October 27, 2003 — Adobe Systems Incorporated (NASDAQ: ADBE) today shipped Adobe® Creative Suite. Adobe Creative Suite combines new full-version upgrades of the company's market-leading creative professional software — Adobe Photoshop® CS, Adobe Illustrator® CS, Adobe InDesign® CS, and Adobe GoLive® CS. It also incorporates Acrobat® 6.0 Professional, and introduces the innovative Version Cue™ file version manager.
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Adobe Photoshop CS:
"Creative Suite" and Cool Stuff !
There is no "Photoshop 8." This is "Photoshop CS" The CS suffix stands for Creative Suite. Adobe is bundling Photoshop with Illustrator, InDesign, GoLive, and Acrobat in a mega-pack that fill most all creative needs. Here's a quick look at some of the new features in Photoshop CS:
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Advertising vs. Marketing
Their differences may seem academic -- until the impact of each intertwined element of a successful sales drive lifts the bottom line.
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Acrobat and PDF: The Hub of Adobe CS
With the inclusion of Acrobat 6 Professional in Adobe CS Premium Edition, Adobe underscores the importance of PDF in the creative workflow. Here's an in-depth look at some of the ways in which Photoshop, Illustrator, InDesign, GoLive, and Acrobat work together.
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Adobe Changes Everything
Adobe is making a bold move. The company has radically reworked its four major applications: GoLive, Illustrator, InDesign, and Photoshop. The fruit of its labor is the OS X-only Adobe Creative Suite, which includes all four revitalized applications. There are some great new features in these tightly integrated programs --here's what you can look forward to:
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Federal Figures at Your Fingertips
The U.S. government is a trove of economic statistics that can be incredibly helpful -- provided you know how to find them. Government agencies keep increasing the amount of free information available to the public over the Internet.
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Good Voicemail Demands Proper Etiquette
Unquestionably voicemail is one of the most effective communication tools of all time. Even though e-mail has become the new communications weapon of choice, voicemail often remains the first point of contact between buyer and seller, prospect and marketer. It's where first impressions are often made.
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Is Your Logo Losing its Luster?
Then Maybe it's Time to Transform it With a New Look
Your logo is a visual representation of everything your company stands for. Has it become dated or taken a back seat to other images that represent your company's identity? When you survey customers and examine the competition, is there confusion about what you do? A good logo should communicate something about the nature of your business, product or service. So if this vital component is out of step with your message and customers, it's time to bring it up-to-date.
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Reach vs. Frequency
Is it More Effective to Touch 100 Potential Customers Once or 25 Potential Customers Four Times?
Reach and frequency are terms generally used when planning advertising campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking.
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A Marketing Campaign That Hits the Bullseye
As you prepare the next marketing campaign for your business, make sure it is as effective as possible. People do not want "things;" they want solutions. People don't want a refrigerator; they want to keep food from spoiling. They don't want a microwave; they want a speedy method to prepare food. They don't want a movie ticket; they want to be entertained for a couple of hours. If you want to pique consumer interest, focus your marketing message on them rather than on your product.
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Adobe Plots New Page-Layout Foray
Now that Quark Inc. has pushed its much-anticipated XPress 6 upgrade out the door, Adobe Systems plans to show its hand to the page layout market this fall with InDesign 3.0.
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Smart Ideas for Getting Out Your Message
It is a time of change. Many small business owners and mobile professionals are seeing that the old models of what worked before are crumbling today. They are not valid for today's world.
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The Art of Multitasking
Feeling overworked? Overwhelmed? The dirty little secret of the slow-growth economy is that most of us are busier than ever: We're doing our jobs, plus the jobs of one or two gone-but-not-replaced colleagues -- and doing it all with less support. How do we manage to stay sane in the face of such crazy demands? Action item number one: Follow the savvy, reality-tested advice of some of the most effective executives we know.
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Phone Headsets:
The Essential Low-Tech Investment
Readers often ask me to name the one office purchase I could not do without. My answer is rather mundane and low-tech, but I use it more than perhaps anything else in my office: my phone headset.
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QuarkXPress 6 vs. InDesign 2:
Grappling for Answers
It's the question on the lips of nearly every creative professional: Which is better, QuarkXPress 6 or Adobe InDesign2? In this no-holds-barred analysis, page-layout expert David Blatner gives his opinion on the relative merits of QuarkXPress and InDesign...."
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How Google Grows...and Grows...and Grows
Its performance is the envy of executives and engineers around the world. For techno-evangelists, Google is a marvel of Web brilliance. For Wall Street, it may be the IPO that changes everything (again), but Google is also a case study in savvy management. A company filled with cutting-edge ideas, rigorous accountability, and relentless attention to detail. Here's a search for the growth secrets of one of the world's most exciting young companies -- a company from which every company can learn...."
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QuarkXPress 6.0: A Safe Upgrade
in Dangerous Times
QuarkX