April 24, 2002
Contact: Jo Ann Lloyd
(805) 756-1511
FOR IMMEDIATE RELEASE
Cal Poly Graphic Communication Department Receives Gift From Digimarc
A gift from Digimarc to Cal Poly's Graphic Communication Department will give
students the ability to combine the power of print media with the power of
the
Internet and the World Wide Web.
"The rise of the Internet and the World Wide Web has not resulted in
the decline of printing, but has enhanced and advanced the capabilities
of print as a multimedia medium," said Harvey Levenson, professor and
head of the Graphic Communication Department.
Called Digimarc MediaBridge (valued at more than $25,000), the
equipment will enable students to place digital watermarks in printed
images. Digital watermarking creates an inherent identity in all media
content, so that when a watermarked printed page is held in front of a
desktop computer camera equipped with Digimarc reader software, a
specified or targeted Web page automatically opens.
"For example," Levenson said, "take the case of a reader seeing a
promotion for an automobile in a direct mail piece or brochure. If the
reader wants to learn more about the vehicle, such as features and
other models, all he or she has to do is hold the printed page five
inches from the camera and that specific Web page opens. The
prospective consumer can then browse the site for more information."
The same type of digital watermarking can be created for any
organization involved in printed marketing or packaging promotions --
non-profits, clubs, service organizations, and health and safety
agencies.
"The uses of this technology are tremendous," Levenson said. "It
can be
used to see where a stadium seat is located by holding a digitally
watermarked ticket up to the camera, after which a picture of the
stadium seating arrangement pops up on the screen. A book or brochure
on any topic can have the digital watermark embedded to give the reader
more information by accessing a special Web site."
Steve Whaley, director of the Digimarc Embedding Institute and Field
Engineering Services, said, "We are pleased to provide Cal Poly's
Graphic Communication Department with the tools and technologies to
learn more about how Digimarc MediaBridge technology integrates print
packaging and marketing promotions with the Internet and offers
companies a new and effective means of interacting with their
customers."
Digimarc equipped one of Cal Poly's Graphic Communication computer labs
with technology for 16 computers, including Digimarc MediaBridge
Embedding Software, licenses, cameras, a scanner/reader and training.
Penny Osmond, Graphic Communication assistant professor, is
incorporating the Digimarc technology into her consumer packaging
class. "The idea of combining a printed product with a Web-interface
connection is exciting, especially in the consumer packaging arena.
Digimarc offers a unique niche in package design for companies to be
able to leverage their advertising and promotional power," Osmond said.
Digimarc Corp., based in Tualatin, Ore., is a leading provider of
digital watermarking components and technologies used in a wide range
of security, identification and brand protection applications. Digimarc
ID Systems LLC, a wholly owned subsidiary of Digimarc, is a major
global provider of secure and durable personal identification solutions
and is the chief producer of drivers licenses in the United States.
Digimarc ID Systems produces identification documents for governments
around the world.
Cal Poly's Graphic Communication Department, founded in 1946, enrolls
approximately 300 students pursuing a Bachelor of Science in graphic
communication with concentrations in printing and imaging management,
electronic publishing and imaging, design reproduction technology, and
individualized study. With more than 33,000 square feet of modern
laboratories, the department has one of the best-known programs of its
kind in the nation and is the largest in the western United States. It
has one of the largest industry-supported programs in graphic arts
education, with the vast majority of its equipment and facilities
having been donated by industry.
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(NOTE TO EDITORS: For electronic images to accompany this news release,
please contact Jo Ann Lloyd at (805) 75601511 or jlloyd@calpoly.edu.)