CRM News

Tech Notes from Nan: CRMs Artwork Specs

CRM Pubs - Thursday, November 13, 2014

There are two key changes to our artwork specifications which our Career Center Partners and their advertisers should know going into the 2015-16 season.

Change 1: Resolution Update

Thanks to equipment developments (related specifically to dot gain) in printing, the ideal resolution for artwork is now 350 ppi (formerly 300 ppi). For those of you who are familiar with resolution, please skip down to Change 2: Metadata.

Resolution Explained in Detail

When is 72 ppi acceptable? For print, it is not ok for files to go to the printer at 72 ppi because the quality of the artwork in the printed piece will be very low. Your digital camera takes all of it's photos at 72 ppi. The way it takes high resolution (high quality) photos is to increase the dimensional size of the photo. For example:

The photo from my garden pictured above is the "raw" photo from the camera. I specifically set my camera to take high quality photos all the time. As you can see, the resolution is 72 ppi, but look at the dimensional size: 21 x 28 inches! It's huge!

The screen capture above is from Adobe Photoshop, and Photoshop would allow me to type 350 into the resolution field and, if I left the check box for "Resample" selected, Photoshop would take an educated guess at what all the missing pixels should look like. Sounds like  a great idea, but in practice, it gets mixed results.

Instead, I deselect the resampling function of the program. You can see by the link symbol in the picture above that the resolution and dimensional sizes then become dependent on each other, and when I increase the resolution to 350 ppi, the dimensional size is reduced. This is a proper resolution conversion because the program is using the actual pixels from the photo and compacting them.

Working with Photoshop over time, you can develop a feel for combining both resampled and non-resampled techniques to yield the largest size photo at the ideal resolution—there's a bit of leeway to fudge because in small increments, Photoshop's resampling is a very handy tool. If you want to experiment, make sure you save a version of your original art, because once the quality is's gone.

If you submit a 72 ppi photo that is only 3x3 inches to CRM, however, it is not possible to perform a proper resolution conversion. We will be in contact with you asking for higher quality art.

So, back to our original question, "When is 72 ppi acceptable?" Answer: When the 72 ppi resolution is paired with the large dimensional size and you are a Career Center Partner submitting editorial art to CRM for design purposes.

Advertising artwork (PDFs) submitted to CRM must come to us in high resolution. 

Change 2: CRM is Now Requesting Metadata

Our next request is a bit more detailed. We are asking for a Description in the IPTC Core metadata that accompanies each piece of artwork submitted to CRM.

Why are you being asked to provide this information?

Excellent question! One request we have received from our Career Center Partners is for an accessible version of their online guide. This will not be a standard offering from CRM because it requires a separate workflow. A key element in the production of an accessible PDF is the Description field in metadata. Here's why:

Reading software uses the Description field of metadata to read anything on a page that is not text. Ads do not have live text (the copy is part of the artwork), so a readable substitute must be available. When the reading software reaches a piece of artwork, it accesses the description and reads it instead. In the Keep American Beautiful ad example below, Ive added a description of the background photo, Photo of empty plastic bottle in a field of grass with a park bench to the side. The copy (text) of the ad strongly relates to the picture of the bottle, so the context of the ad is lost to anyone vision impaired who is reading the ad if the description of that visual element is left out.

It should be noted, too, that reading software relies on punctuation to indicate logical breaks in the text, so dont leave out the commas and periods! The reading software doesnt have to breathe, so it will rush through from beginning to end without punctuation to slow it down.

Heres an example of an ad with a Description:

For some of you the existence and use of metadata is not new so this request will not be a big deal.

For others, it may be very new. The screen shot above is from Adobes Bridge software. Links to other tools can be found on Photometadata.orgs website: — in the index click on Metadata Viewing and Manipulation Utilities.

Photographs and logos need to have descriptions too!

Caltechs logo has a Description:

More elaborate information could be added as well. For example, Hands holding and shielding a lit torch. I chose to omit that information for brevity.

A note to our Career Center Partners regarding description metadata: Any artwork you pick up from the 2014-15 season for use in your 2015-16 book will have a description added to the metadata by CRM as a matter of customer service as we set up the files for the 2015-16 season.

Please provide a metadata description for any new artwork you submit for publication.

A Work-Around for the Moment

Whether an advertiser or Career Center Partner, if you simply can not place the description yourself, please provide the description to CRM in the body of an email or in a Word Doc. We can cut and paste on your behalf!

Advertisers, please note that if you do not supply a description, CRM will list your company name and URL as the description. While we can cut and paste, we will not have time to hand enter all of the copy from your ad when we are in production.

If you have additional questions, please contact Nan Mellem at: nan at crmpubs dot com for further information.

Thanks for stopping by!

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Tool for Paperless Editing

CRM Pubs - Friday, January 06, 2012

CRM is a publishing company striving to be green. We’ve always done print runs specific to our schools’ needs, and we’re able to do this because we have many partners. In the past year our Career Guides were printed to FSC standards.

In an effort to cut even more paper out of our production process, Tim and Nan have installed iAnnotate on their iPads. To any of our career center partners: We invite you to install the app as well. If you haven’t begun to edit a hard copy of your guide, you will be able to do the edits in iAnnotate and send them to us electronically. We will exchange proofs with you in this manner as well.

Also, iAnnotate syncs with Dropbox, and we’d be happy to set up an editorial folder for materials submission and proofing.

Contact nan (at) for more information or help with the process.

Edit: For our career partners using Android technology, here is a link to an annotation app called RepliGo Reader: Android Apps. We can't give you a review of it, so we make no promises. We'd be happy to hear your feedback about other apps, so drop us a note anytime.

Thanks for stopping by!

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We’re Gazing Into the Future at CRM

CRM Pubs - Thursday, November 18, 2010

The last time we chatted, we were heading into the very busy month of September with six Career Fair Guides in production, and we’re happy to report a successful outcome.

We’ve been invited back onto the team for the production of the University of Maryland’s spring event guide, so we must have done something right. We’re looking forward to working with them again, and with all of our other partners for their spring events.

Visit our Career Fair Guide page to see a calendar of upcoming publications. Don’t miss an opportunity to connect with the students of these excellent schools!

What the Future Holds at CRM

This is the time of year when we take stock of the things we did right, and yes, the things we did wrong (or at least, the areas that need improvement), and we redesign ourselves.

A company, just like an individual, needs to exist in a state of training—learning new things and reassessing old techniques with a critical eye for what works and what doesn’t. CRM is sensitive to this. Thanks in large part to the feedback we get from our career center partners and their sponsors we know what we need to do to improve. We hear you!

So here are a few changes you’ll see from CRM in 2011:

            Features with appeal to our career center partners:

  • New option available for your electronic version: PDF or SWF? To see a sample of a CRM-created SWF file, check out Virginia Tech’s Career Planning Guide. Check your planning packet for further details.
  • New hosting option: CRM is now offering our partners up to 5 Mb of hosting space for your electronic publication.
  • New CRM articles in the library. Planning sheet #2 will have the new options listed. (CRM Work In Progress)
  • New CRM article designs—multiple page designs of new and favorite old articles with artwork and a little white space thrown in for good measure. The designs will be available in the CRM Article Library PDF that will be appearing soon on CRMpubs. (CRM Work In Progress)

            Features with appeal for everyone:

  • CRM is going green! All CRM publications will use paper that  is produced in accordance with the Forest Stewardship Council’s (FSC) guidelines. We started this conversion in the 2010-11 season, but we are fully committing to it for 2011-12.
  • Whether our career center partners choose a PDF or SWF file for their electronic version, all advertisers will enjoy one active link in their ad.

CRM is on Facebook!

For frequent updates regarding sponsorship opportunities, we hope you'll "like" our page: College Recruitment Media

Finally, we are thankful for our partnerships with the Career Centers and all the wonderful people who work so hard keeping them up and running, so we wish you and yours A BIG CRM HAPPY THANKSGIVING!


Thanks for stopping by!

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Marching on This Week at CRM

CRM Pubs - Friday, March 12, 2010

Another week gone by, and we are happy to report Rutgers liked one of the covers we sent them. After just a few tweaks it was finalized.

We also received beautifully designed and produced covers from The Culinary Institute of America and Stanford University.

Looking at these three covers side-by-side, it would seem there is a theme developing in this year’s covers. Stay tuned to see if the theme continues.

Since our last Career Guide production report the list of advertisers who have reserved their space has grown.

Here’s a big CRM THANK YOU to the following employers and graduate schools who have placed their orders for ad space in the 2010-2011 Career Guides:

  • CNA
  • Garmin International Inc.
  • Internal Revenue Service, Fresno Office
  • Naval Air Systems Command (NAVAIR)
  • Rothstein Kass
  • Texas A&M University, College of Education & Human Development (Educational Psychology)
  • Thomas Jefferson University
  • University of California – Berkeley, MFE Program
  • U.S. Air Force/746th Test Squadron
  • U.S. Army Healthcare Team
  • U.S. Army Recruiting Battalion – Houston
  • U.S. Army Recruiting Battalion – Seattle
  • U.S. Coast Guard
  • USDA Food Safety & Inspection Service

On a final note, we’d like to note that next week will be the materials deadlines for Adelphi University’s 2010 Job & Internship Expo Guide and St. John’s University’s Spring 2010 Career Fair Guide.

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2010 Big East Career Fair Guide Goes to Print

CRM Pubs - Wednesday, February 24, 2010

The covers went to the printer yesterday in anticipation of sending the body of the Guide today. After a few last minute changes and additions, we received the final approval to print from Rutgers.

We still have one editorial update to make, and we will do so at the proofing stage since we have a tight publishing schedule. After the content of the book is complete, we will be providing Rutgers with a PDF of the book since they plan to post it on the event website.

The printed books will be arriving in plenty of time for what we hope will be a very successful event!

We’d like to say a big CRM THANK YOU to the advertising recruiters who made this publication possible:

  • ALDI
  • Experian CheetahMail
  • Hess
  • ITT
  • Memorial Sloan-Kettering Cancer Center
  • MetLife
  • MfA (Math for America)
  • Northwestern Mutual Financial Network – White Plains
  • OpenLink
  • Rensselaer International Scholars Program
  • Rensselaer MBA
  • Software Research Group (SRG)
  • TEKfleet
  • Telephonics
  • U.S. Army Reserve Health Care Team
Thanks for stopping by!

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A Note from the Art Director's Desk

CRM Pubs - Tuesday, February 02, 2010
Most of the advertising we receive comes to us in PDF form, and there's no doubt that the development of the PDF format has greatly improved the print production workflow. It has also become a favorite format of the universities that choose to design their own covers.

That said, the PDF format continues to evolve as the print industry continues to work with it. At CRM, we are constantly monitoring the current best practices in the industry—it just makes life easier for everyone. As a result, we've posted a short PDF of CRM's preferred PDF settings: CRM PDF Settings 2010

The most notable change this year is using Coated GRACol 2006 as the Output Destination—this is a move away from the U.S. Web Coated (SWOP) v2 format. 

For many of you, the settings in this guide will already be familiar to you, and we appreciate your continued excellence in print production.

Thanks for stopping by!
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It’s Time for the Big East Career Fair!

CRM Pubs - Wednesday, January 20, 2010

It is our pleasure to announce that, once again, CRM is partnering with the Big East Consortium to provide the Career Fair Guide for the 2010 Big East Conference Career Fair being held March 12, 2010 at Madison Square Garden.

The Big East Career Fair will connect employers with students and alumni from the following universities:

A recruitment ad in the official Big East CFG allows employers to showcase their recruitment message, and promote their organization’s visit while standing out amongst their competitors, and attracting students to their booth.

Only a few ad spaces remain, so please contact Hector if you are interested in including your company in the 2010 Big East Career Fair Guide!

Click here for more details: 2010 Big East Career Fair Guide Advertising


Related Links:

Big East Career Fair website

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