T h e I m p a c t o f T e c h n o l o g y mock layout will be forwarded to the AD, who will use software such as Quark or InDesign to flow in the copy around the photos, illustrations, and charts and create a final layout. Having all of these elements available in electronic format enables the AD to take more time to carefully consider the placement and design of a piece— to better control the flow of the story. Our G e rd a to n detail aid needs some additional illustrations, which the AD can quickly create from a program such as Adobe Illustrator. Should more photos be needed to dramatize the copy, the AD can go to the many stock art and stock photography Web sites and pluck the needed images from huge databases of photos. New technologies have not only changed the design process, but have also affected the job descriptions for art directors, as they are called upon more and more to be skilled at computer programming, Web designing, video directing, and production supervision, depending upon the assignment. Despite all of the new skills that ADs must master, like their writer counterparts, ADs frequently are confronted with a time crunch occasioned by the raised expectations that the new technology has generated. The other side of this coin, however, is that the ability to increase creative output has allowed ADs to execute their visions across more media platforms than ever before, and clients to utilize innovative tactics that simply were not available before the advent of the computer. 7. Presenting to the Client Now that the G e rd a to n sales aid is written and laid out, it must be presented to a client (or, more usually, to a group of clients) for approval—a practice that, again, underscores just how much the times have changed as a result of the introduction of computers into the agency world. 103
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