This article was originally published in 1988...we've come a long way since then. #30thanniversary
If you do, it will save you lots of money in the long run.
Before we explain our copywriter's strategy, let's talk about the Macintosh computer in general as it relates to advertising agencies. In our opinion, the Macintosh is the best computer for a smaller agency to have. There are several reasons: First, because of its design, the Mac is very easy for a novice to understand and operate. We are novices! Most advertising people don't know a ram from a byte, and shouldn't! Our job is to create advertising, not become computer nerds.
Next, the Mac has a graphics potential that is beginning to be fully appreciated. This graphics capability is beneficial to us in both desktop publishing and graphics. The desktop publishing aspect of the Macintosh will allow us to make new business presentation's that are far superior to our competition's. Second, the Macintosh is starting to creep into creative departments. Some venturesome art directors are using the Mac equipped with a scanner and laser printer to input the various layout elements of an ad or brochure, etc.: type, logos, illustration, photography. After input, the art director has the ability to reposition, resize, change typestyle ... all at the push of a button. Saves much time!
Of course, there is a whole other business, financial, accounting aspect of the Macintosh that makes it perfect for a smaller advertising or graphics firm. Several companies are now publishing business/financial advertising agency software that runs on the Macintosh.
Now, back to the copywriter. Think about how most agencies create their copy. A copywriter writes it by hand or types it on a typewriter. If the agency has word processing, (which, by the way, is a good idea because of its ability to store documents in a logical way and to make corrections), the copy is then entered into word processing, probably by your receptionist... a slow, laborious process and very prone to errors because lots of people have their hands on it.
After the client reads and corrects the copy, the A.E., in most cases, routes the copy back to the copywriter who then has to go through the same process again. And on and on...
If your copywriter had his or her own Macintosh, he could create, store and change all copy without it ever having to leave the creative department. In our opinion, copy does not belong in "the front of the house" along with letters, the daily mail, new business presentations and telephone messages.
Copy belongs in the copy department. The copywriter creates directly from his brain to a stored document. This saves time and, believe it or not, seems to enhance creativity and reduce errors. All changes go directly to that one stored document. Simply pull an updated document to send to typesetting. Some agencies have even linked their Macs to typesetting equipment where re-keying is not necessary. Plus, the Mac has a hierarchical filing system that allows very quick retrieval of any document.