Canada’s consumer magazine association is urging ad agencies to adopt monitor-based soft proofing as the new standard for approving advertising materials, citing efficiency, predictability, consistency and accountability as reasons.

“It is hard to predict the tipping point of conversion from hard to soft proofs but large Canadian publishers and printers are already making the move,” says Gary Garland, executive director of advertising services at Magazines Canada in a release.

The association has released a new white paper called Soft Proofing: A Guide to Benefits and Best Practices, to support the case for a move away from traditional hard proofs. The white paper was developed to present the case for why soft proofing is building momentum and to review the benefits and challenges associated with it. The white paper recommends that all agencies, publishers, printers and other stakeholders actively investigate if and how soft proofing is right for them.

To download the PDF report, click here.