Signs of the Times - April 2013 - (Page 12)
Darek Johnson is ST’s Senior Technology Editor/Analyst.
Email him at email@example.com
By Darek Johnson
Google and Rabbit’s-Foot Juju
A company that invests in self-driving cars can’t be all bad.
A London PR firm story that
Bunnyfoot released a
said Google might be misleading
web searchers. Most journalists won’t
question the Google accusation –
the real query is why would anyone
name their PR firm Bunnyfoot?
Back in the day, some thought
carrying a brassbound rabbit foot
on their key chain attracted good
luck. I imagine PETA blocked the
practice because it wasn’t so lucky
for the rabbits.
Bunnyfoot’s director, Rob Stevens,
said his firm implemented eyetracking research for a client, and
the results were a surprise. It learned
that Google has bolstered its own
luck by deceptively placing its
Google Adwords as page-top listings.
Adwords are paid ads – not the
search engine’s crown listings.
Stevens’ test reported 41% of
search users clicked on the topside
ads, but thought they were clicking
on Google’s most-popular, mostsearched and most authoritative
leave ever-growing trails of personal
information. The civil-liberties staff
said “…we entrust our conversations,
emails, photos, location information
and much more to companies like
Facebook, Google and Yahoo.” The
ACLU questioned what those companies do with the information.
Certainly, an ethics question exists,
but the question regards techcorporation behavior and extends
far beyond one company.
The topside Adwords appear
similar to Google’s regular listings;
however, they display a light-colored
background that’s unlike Google’s
conventional, web-crawler references.
Therefore, even if Google planned
the deception, it’s probably allowable – at least by today’s banking
Is Google a bad guy?
Last month, I quoted the ACLU
saying the world’s online activities
Cut your ink costs: Effective color
management, proper profiles and
less light ink makes a difference
Dean Derhak is the product director at
SAi (Salt Lake City). As part of his job,
Dean visits signshops and large-format
print businesses to learn what processes
they’ve employed to increase their profits. He often asks
about the shop’s ink costs per square foot on each
printer. Dean said two out of three shops admit they
don’t know. He also asks about ink waste and, again,
few shops are aware of ink costs they’re losing. He said
some confess they would rather not know, lest they
discover the inconvenient truth.
Here, in a series of monthly articles, Dean will share
print-cost saving ideas with ST readers. He’ll explain how
costing effective color management and media profiling
can help signshops and large-format print providers
reduce ink costs and also keep customers coming back.
12 SIGNS OF THE TIMES / APRIL 2013 / www.signweb.com
Who is Google?
Google owns between 77 and 122
companies, in addition to its mainline search products. The ownership
inventory depends upon your source
list and, because the massive firm
buys, sells and invests without
telephoning ST, our information
may not be accurate.
In part, Google’s ownership list
includes (or has included) Aardvark,
AdMob, Android, Angstro, Apture,
BufferBox, Channel Intelligence,
ebook Technologies, Frommers,
Gizmo5, ImageAmerica, Jaiku,
Kantango, Motorola Mobility, Orion,
To cut for your media. you must obtain the right ICC
your ink costs,
Surprisingly, numerous wideformat print providers mistakenly use one generic
profile on all media and, when they encounter an ink
problem, they use color correction to adjust the image.
The need to manually color correct each job before
you print suggests incorrect ICC profiles. Such action
wastes a tremendous amount of ink, and also makes
spot-color matching more difficult.
For the best operation, have ICC profiles for each
printer and media, and select the correct profile each
time you change media on the printer. Otherwise, you’re
wasting ink (and unnecessarily escalating your ink costs)
without realizing it. Acquiring ICC profiles is easy –
typically, they’re available from your RIP provider,
printer manufacturer and media suppliers.
For complete control, I recommend building your
own ICC profiles. Over time, the investment will pay
Table of Contents for the Digital Edition of Signs of the Times - April 2013
Signs of the Times - April 2013
Cut Your Ink Costs
Sign Museum News
The 2013 International Sign Contest
The ISA Sign Expo 2013 Preview
Signs of the Times - April 2013