Chapter-1

Desktop Publishing: An Introduction

As the whole world is moving towards digitalization, same way in present
scenario advertisement has also changed its view from manual to digital by using
the technique of DTP.
In the fifteenth century, Caxton, the father of printing, have entered a print
works and understood what was going on. The mechanical printing process has
been replaced by electronic printers. All the editing including layout and
preparation of books, magazines and newspapers can be prepared by using
electronic keyboards and digital screens. As the power of personal computers has
increased, it has become possible to run the very complicated programs needed for
publishing on ordinary home or office computers. Now, authors can prepare books
for printing and local societies can produce their own newsletters to a high
standard.
DTP equipment and techniques can be used to produce photocopied
newsletter to the creative and finished artwork. There are various DTP programs
aimed for professional and amateur users, although the basic ideas are similar, the
techniques can be very different. This means that the wide range of employers who
use DTP, look for very different level of skills from Desktop Publishers.
Marketing and advertising materials created by designers using desktop publishing
software include display advertising, fliers, sales circulars and direct mail
packages. Newsletters can be used as marketing or promotional vehicles as well.
A storyboard artist visualizes stories and sketches frames of the story. Quick pencil
drawings and marker renderings are two of the most common traditional
techniques in advertising. The storyboard artist can be called upon to create a
representation of what the finished TV commercial, or spot, will look like in order
to persuade and engage the client to buy the concept being pitched. This can either

be at the time the agency is trying to win the client's business or once the client has
signed on with the agency. In either case, the important element is for the
storyboards to visualize for the client what the agency's creative director or
marketing executives are thinking will sell the client's product. A storyboard artist
may also be asked to visually represent several versions of a campaign for print
ads.
To be successful an advertiser, it is important to have a strong artistic ability,
proficient with computer application programs and needs a strong attention
towards the content. The desirable condition to gain entry to this field is to obtain
proficiency in graphic arts, design or communications will likely have the most
favorable job prospects.

Chapter-2

The History of DTP

In the mid 1980s, Apple Computer, Adobe, Aldus and Hewlett-Packard each
produced key technologies that, when combined, allowed graphic designers,
publishers and pre-press professionals to bring the whole publishing process inhouse. Those four companies were responsible for the hardware and software that,
to a large degree, still drives the electronic publishing industry. This literally
created desktop publishing, or DTP.
Although hot metal typesetting and manual publishing techniques had long been
replaced by phototypesetting, it was not until the mid 1980's that design and
publishing was truly brought 'in-house'.
Although the first laser printers were built by Canon, it was HewlettPackard's LaserJet desktop laser printer, developed in 1984, combined with the
Apple Macintosh computer and Adobe's PostScript page description language and
Aldus's PageMaker software, that is generally acknowledged as the cornerstones of
DTP.
The Macintosh, with its easy to use graphics user interface (GUI), allowed noncomputer literate designers to simulate their normal working environment with
its desktop as metaphor approach. Many design companies and printers have
remained loyal to Apple and standardized on the Macintosh. However, with the
release of Windows 95 and it's successors, it is now just as possible to use the same
software tools on a Windows-based PC as it is on a Mac. Whilst there used to be
much debate as to the advantages of Apple versus Windows for graphic designers,
especially around the areas of color accuracy and prepress, it is now generally
accepted that, for the most part, the choice of computing platform is now more of a
preference, than a requirement.
Chapter-3

Applications of DTP:
Graphic design
Graphic designers now use DTP to produce much of their work. They
combine DTP programs with graphics programs to produce finished artwork
for advertising material, magazines and books. They use DTP as a tool, in the
same way as they might use a drawing-board and a paintbrush. All graphic
design courses include training in the use of computers in the design process.
Printing
Origination in printing is now largely electronic. Much of the text for
printed material arrives in the form of word-processed documents, which the
printer prepares for final printing. Decisions about what typeface, layout and
colours to use can be made at a keyboard and then transmitted directly to the
photographic process used in making the printing plates.
Office work
DTP is comparatively cheap and simple to operate; many firms and
organizations are using it to produce general office publications such as forms
and information leaflets, and even advertising and publicity materials. DTP
skills are likely to be combined with other skills, including word processing
and possibly other computer work.
Typography
In the broadest sense, typography is the design and use of typefaces as a means of
visual communication from calligraphy to the ever-developing use of digital type.

Typography is sometimes seen as encompassing many separate fields from the type
designer who creates letterforms to the graphic designer who selects typefaces and
arranges them on the page.
The design and use of typefaces as a means of visual communication from
calligraphy to the ever-developing use of digital type is the broad use of the
term typography. However, the art and practice of typography began with the
invention of moveable type and the printing press. Typography is sometimes seen
as encompassing many separate fields from the type designer who creates
letterforms to the graphic designer who selects typefaces and arranges them on the
page.
Online Publishing
A laser printer may be used for final output, but shaded drawings and photographs
print better on commercial high-resolution image setters. For transfer to a
commercial printer, documents are generally saved in their native page layout
format such as PageMaker and QuarkXPress or as PDF files. For publishing on the
Web, PDF files have become the de facto standard for documents that are
downloaded and read independently of the HTML pages on the site.

Chapter-4
Types of softwares used in DTP
There

are

two

main types

of

software

i.e.

system

software and

application software.
Systems Software
Systems software includes the programs that are dedicated to managing the
computer itself, such as the operating system, file management utilities, and disk
operating system (or DOS). The operating system manages the computer hardware
resources in addition to applications and data.
Applications Software
Application software are often called productivity programs or end-user
programs because they enable the user to complete tasks such as creating
documents, spreadsheets, databases and publications, doing online research,
sending email, designing graphics, running businesses, and even playing games.
Application software is specific to the task it is designed for and can be as simple
as a calculator application or as complex as a word processing application. When
user begins creating a document, the word processing software has already set the
margins, font style and size, and the line spacing for you. But these settings can be
changed and there are many more formatting options available. For example, the
word processor application makes it easy to add color, headings and pictures or
delete, copy, move and modify the document's appearance to suit clients needs.
A software suite is a group of software applications with related functionality. For
example, office software suites might include word processing, spreadsheet,
database, presentation, and email applications. Graphics suites such as Adobe
Creative Suite include applications for creating and editing images, while Sony
Audio Master Suite is used for audio production.

A Web browser is an application specifically designed to locate, retrieve and

display the content found on the internet. By clicking a hyperlink or by typing
the URL of a website, the user is able to view Websites consisting of one or more
WebPages. Browsers such as Internet Explorer, Mozilla Firefox, Google Chrome
and Safari are just a few of the many available to choose from.
Commonly used software in DTP:
In the Adobe Creative Suite, there are many programs which can be used in
advertising.

Photoshop CS6 Extended

Illustrator CS6

InDesign CS6

Adobe Premiere Pro CS6

After Effects CS6

Dreamweaver CS6

Acrobat X Pro

Flash Professional CS6

Flash Builder 4.6 Premium Edition

Media Encoder CS6

An advertising sample designed with DTP

Web-based application

365Layouts.com

Fatpaint

Lucidpress

Desktop Publishing Services

The typesetting services offers complete desktop publishing (DTP) programs
service solutions. Written content can be converted into ready for print
products in the most presentable way.
The Desktop publishing services mainly diversified in four major categories,
including:

Typesetting Services

Graphic Desing Services

Layout Design Services

Online Printing Services

The final products may be

Books
Magazines
Product Catalogs
Data sheets
Brochures

Newsletters

Newspapers
Journals
Technical manuals
Advertisements
Leaflets
Letter heads

Business cards
Announcements

Invitations

Miscellaneous uses of DTP

The design industry standard is Encapsulated Postscript.

Adobe InDesign proprietary format is also common among graphic design

professionals.

Microsoft Publisher format is common for home users.

Open formats include Open Document Graphics used as default in

OpenOffice.org and Libre Office.

Chapter-5
Research Methodology: An Introduction
The process used to collect information and data for the purpose of a research
problem

which

researcher

want

to

study.

The

methodology

may

include publication research, interviews, surveys and other research techniques,

and could include both present and historical information.
For this purpose, the abstracting and indexing journals and published or
unpublished, bibliographies are the first place to go to. Academic journals,
conference proceedings, government, reports, books etc., must be tapped
depending on the nature of the problem. A good library will be a great help to the
researcher at this stage.
The following order concerning various steps provides a useful procedural guideline
regarding the research process:
(1) formulating the research problem;
(2) extensive literature survey;
(3) preparing the research design;
(4) determining sample design;
(5) collecting the data;
(6) analysis of data;
(7) generalizations and interpretation, and
(8) preparation of the report or presentation of the results.
There are two types of research problems, viz., those which relate to states of
nature and those which relate to relationships between variables. At the very outset
the researcher must single out the problem he wants to study, i.e., he must decide
the general area of interest or aspect of a subject-matter that he would like to inquire
into. Initially the problem may be stated in a broad general way and then the
ambiguities, if any, relating to the problem be resolved. Then, the feasibility of a

particular solution has to be considered before a working formulation of the

problem can be set up. The formulation of a general topic into a specific research
problem, thus, constitutes the first step in a scientific enquiry.
Research Design:
The research problem having been formulated in clear cut terms, the researcher
will be required to prepare a research design, i.e., he will have to state the
conceptual structure within which research would be conducted. The preparation of
such a design facilitates research to be as efficient as possible yielding maximal
information. In other words, the function of research design is to provide for the
collection of relevant evidence with minimal expenditure of effort, time and money.
But how all these can be achieved depends mainly on the research purpose.
Research purposes may be grouped into four categories, viz., (i) Exploration, (ii)
Description, (iii) Diagnosis, and (iv) Experimentation. A flexible research design
which provides opportunity for considering many different aspects of a problem is
considered appropriate if the purpose of the research study is that of exploration.
But when the purpose happens to be an accurate description of a situation or of an
association between variables, the suitable design will be one that minimizes bias and
maximises the reliability of the data collected and analyzed.
There are several research designs, such as, experimental and non-experimental
hypothesis testing. Experimental designs can be either informal designs (such as
before-and-after without control, after-only with control, before-and-after with control)
or formal designs (such as completely randomized design, randomized block design,
Latin square design, simple and complex factorial designs), out of which the
researcher must select one for his own project.

Chapter-6
Data collection and interpretation
Researcher will directly observe the data from print advertisement like news paper
and magazines and online advertising from various social popular sites. And collected
data will be analyzed and interpret through chart and tabulation method.

Chapter-7
Advantages of Desktop Publishing (DTP)
With desktop publishing, user can increase productivity, minimize
production cost, enhance the appearance of your documents, improve the level of
creativity, reduce the time taken for printing and produce customized documents.
The best part about DTP is that designer can create professional-looking
documents, without the need for graphic design. With the help of DTP, he can
improve the page layout and create an effective design by balancing the contrast,
space and colors that would grab the attention of the customers in comparison to
manual. An enhanced appearance with an attractive page layout on the sales
brochure, booklet or flyer is sure to bring about an increase in sale of products.
DTP can revolutionize the fastest way in which your customers, suppliers,
investors and employees think about your company. Through desktop publishing
can improve and customize any type of document that you want to target towards
a specific audience. Whether it is a press release, menu, graph, statement,
proposal, newsletter, flyer, catalog, schedule or name tags, you can effectively use
desktop publishing to customize any document for your business.
Advanced desktop publishing usually requires investments on specialized
publishing software like QuarkXpress, Adobe Photoshop, Adobe InDesign or
Illustrator. However, when you outsource DTP, you will not have to make any

investment on DTP equipment (Computers and printers) or the software and

regular upgrades. This will minimize your production cost, while giving you
access to top-notch quality desktop publishing services.
Limitations in DTP
Many authors are afraid to put their material online for fear of plagiarism as
well as copyright problems that may arise later when attempting to publish their
work elsewhere. Copyright laws for the Internet have not been firmly established
yet, and because the Internet was created with the intention of sharing free
information, they appear difficult not just to enact but to get users to abide by.
Plagiarism, however, is a threat for publishing in any medium, print or otherwise.

Chapter-8
Conclusions
The researcher will conclude the findings as per collected primary data.

Chapter-9

References
1. Two nationalized news paper of both languages i.e. English and Hindi
2. Two nationalized magazines of both languages i.e. English and Hindi.
3. Two social sites in Indian context