Campus: Cal Poly, San Luis Obispo -- April 24, 2002
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
(NOTE TO EDITORS: For electronic images to accompany this news release,
please contact Jo Ann Lloyd at (805) 75601511 or firstname.lastname@example.org.)