An advertisement placed in The Forum goes through a number of steps before it reaches the eye of the reader.
This is the story of one such ad. It is a relatively simple one to put together, requiring only the changing of some information in an ad which has run earlier and already is in the advertising department's computer file.
It begins at 1:57 p.m., when advertising sales representative Wayne Deist pulls up to Cash Wise Liquors, Moorhead, and talks to store manager Tom Sorensen. Sorensen gives him a list of changes to be made in the ad.
2:30 -- Back at his desk, Deist fills out an insertion order.
2:40 -- Kristi Wood, in advertising services, enters the new copy which will go into the ad on her computer.
ADVERTISEMENT
(Had this ad been made from scratch, it would have been designed by the creative services department.)
2:43 -- Keri Bean, display advertising layout coordinator, schedules the ad for the issue requested by Sorensen.
2:45 -- Peg Miller, production services, puts the ad together on her computer, placing the new copy typed up by Wood into the ad already in the system.
2:50 -- Deist pulls a copy of the ad from a printer and takes it to the proof department, which will take it to Sorensen for his approval.
Now the ad is held until the issue in which it is to be run is laid out by the layout coordinator, when it will be electronically inserted into a page. Other ads and news stories also will be placed on the page, and off it will go to be printed.
