P U B L I S H I N G , W O R K G R O U P & E N T E R P R I S E T E C H N O L O G Y F O R Q U A R K U S E R S

Issue 3 • Number 3

QuarkXPress XTensions run the gamut betweenincredibly simple to use to complex, multi-featuredsystems. For this foray into the world of custom-marketing pieces, we’ll take an in-depth look at Xdata,one of my favorites ($400, http://www.xchangena.com).Xdata is neither the simplest, nor most complex, but itcertainly is one of the longest-running and bestselling. It’s available for Macintosh and Windows,QuarkXPress versions 4 and 6. (Unofficially, it will alsoperform its duties in QuarkXPress 5, but themanufacturer does not support it’s use in this version.)

I’m using QuarkXPress v6.5 on a Macintosh with OS10.4 (Tiger), but all of my examples and sample filesthat are provided for you to test will run equally as wellon a Windows machine. If you’d like to follow along,visit http://www.xraymag.com to download the supportfiles and Xdata demo before proceeding.

Installing and Setting PreferencesThe sample files include: a demo of Xdata for Mac andone for Windows, a data source of customer namesincluding their purchase history, the same data sourcewith a picture field added, a QuarkXPress projectwithout prototypes, a QuarkXPress project withprototypes, and an images folder (see figure 1). I’ll keepeverything simple to start off and then we’ll look at thepossibilities once you’ve mastered the basic skill set.

Decompress the downloaded demo files. There is abit of setup that you’ll need to do. You must install

Xdata, which is just a drag and drop into yourQUARKXPRESS q XTENSION folder. If QuarkXPress isrunning, choose FILE q QUIT, and then relaunch. If it isnot running, launch it now. When you launch, click thedemo button to proceed.

Go to XDATA q PREFERENCES at the top menu bar. Inthe resulting dialog box, choose DATA q TAB DELIMITED.Set your QuarkXPress preferences to auto insert pages(QUARKXPRESS q PREFERENCES w GENERAL w AUTO

PAGE INSERTION w AT END OF SECTION).

How Xdata Gets the Job DoneXdata works through the use of a prototype. Byexample, if you were a car manufacturer, you’d build aprototype car before beginning your production line.Building this prototype let’s you see how everythingwill fit together and gives you the opportunity toaddress problems as they arise — before you beginmass manufacturing of the entire series. In this sameway, we will build a prototype of our marketing piece.

When complete, we will have created a notice tocustomers who have purchased a BlackliningQuarkXPress XTensions module that has beenupgraded to support QuarkXPress 6.X.

Let’s take a look at a sample prototype. Figure 2 is anexample of a prototype with some Boolean expressions.These expressions, or statements, such as those thatbegin with if and then, are one of the methods tocontrol what happens to the data as you import.

IN THE TRENCHES • XDATA

fig. 13 Log on tohttp://www.xraymag.comto download the demos,sample databases, andQuarkXPress projects.

Note: Anytime youget stuck, just openthe otherQuarkXPressdocument [UpgradeNotice_prototype]and use it to checkyour work.

2 6 X • R A Y M A G A Z I N E

Creating Personalized Customer Notices with XdataOne-to-one marketing, on-demand printing, variable-data printing — these phrases may not

mean much to you, but if you’re in marketing, the results certainly will. In X-Ray Magazine

Volume 3, Number 2, Cheryl Cullen quoted amazing response rates, in fact, unbelievable

response rates that companies are realizing simply by targeting marketing pieces directly to

individual customers. A campaign that’s more than just addressed to a customer, it’s about the

customer. It’s a campaign personalized with purchase history, or favorite flavor or color in a

single printed piece created especially for them.

BY CYNDIE SHAFFSTALL

fig. 23 Xdata supportsBoolean expressions thatprovide for extensivecustom formatting andpowerful import control.

IN THE TRENCHES • XDATA

The Data (Yes, it’s Varied)Let’s start by looking at the database structure infigure 3. A database for use with Xdata can originate inlots of different applications. It could be a spreadsheet,a text file, or a proper database structure such asFileMaker Pro. My preference is for FileMaker Pro, butit’s really just because I like the power of being able tomanipulate my data using the controls available in afull database application.

For the examples, I’ve provided simple data that you may open in any text editor, spreadsheet, ordatabase application. My data is tab delimited, that is, each field or column of information is separatedfrom the next field by a tab.

The data source we’re using has a number of fields: customer first and last names, addressinginformation, invoice date, invoice number, the name of the product they purchased (Blacklining, in thiscase), the platform, and other information. Xdata canhandle pictures too, but let’s not get to that just yet.

The sorted data is very important. For my customernotices, I sort by customer number so that Xdata cancompare the customer’s record it is importing to theprevious record or to the next record. Xdata can onlylook forward or backward one record, but this is a very important capability. This sets it apart from other less-featured XTensions.

The QuarkXPress Project and LayoutsI have created the layouts in QuarkXPress v6.5. Thisenables me to have several layouts within one project.I could also have synchronized my company addressand other repetitive text blocks, though for the sake ofsimplicity, I’ve chosen not to. If you’re a bit unsure howthe layout and project system works withinQuarkXPress v6.X, stop here, turn to page 23 of thisissue, and brush up on these skills. You’ll need at leasta cursory knowledge to navigate this project. Thisentire QuarkXPress project is not particularly specialexcept that it does use three separate layouts.

Master pages are used in all layouts. To followalong, open this UPGRADE NOTICE_NO PROTOTYPE andnavigate to the layout named Letter. Go then to themaster page of this layout, either through the use ofthe document layout, the menu option, or the pop-upat the bottom of the layout window (see figure 4).

On the master page, take note that the text boxesare all linked to the chain icon in the upper-left page ofthe master page layout. If you click the unlink icon inthe tool palette and click somewhere with these textboxes the link path will appear and you can see thedirection of links I’ve created (see figure 5).

7fig. 3 Data can come from any source.This data is in aFileMaker Prodatabase but hasbeen exported as tab delimited for the sample files.

7fig. 5 Use the unlink toolfrom the tool paletteand click within thetext box chain toview a link path. Becareful not to click ina corner or youmight unlink a chain.

7fig. 4 Either use the pagelayout palette or thisshortcut to navigateto the master pageof the Letter layout.

V O L U M E 3 • N U M B E R 3 2 7

IN THE TRENCHES • XDATA

Writing Your First PrototypeNavigate back to page one of the layout, and let’s startcreating the prototype shown above. As a personalworkflow preference, I create my prototypes on thepasteboard. There are options, but I always advise newusers to begin this way because it’s easy to go backand fine tune the prototype. Given this, scroll to thepasteboard to the left of page one (be sure you are onthe Letter layout), and draw a text box making it thesame width as the text box on page one where you willimport the text. Don’t worry about the depth for now, acouple inches or so will do, and you can reduce thedepth after you’ve written the portion of the prototypethat fits in this area.

Click on the text box to ensure that it is selected and choose XDATA q STORY as prototype.

In the first line of the prototype, we need to tellXdata the order of the fields (reference A). It isextremely important that this order is the same as ourdata, it is not important that the fields are in the orderin which you will use them in your message. It is alsonot important what you call the fields here. It’s oftenmuch more convenient to truncate the field names sothat you reduce the amount of typing you have, but besure to use enough characters to easily (and correctly)identify the fields.

2 8 X • R A Y M A G A Z I N E

1fig. 6 Throughout this section, refer to the lettered references colored in the prototype above.

IN THE TRENCHES • XDATA

Using numbered fields (e.g., fieldone,fieldtwo, fieldthree) is ill-advised since they’renot easily identifiable as to the content of the field.Field names may not contain spaces, but they maycontain numerals (e.g., address1, address2). Each line of the prototype commands will begin withchevrons. The chevrons may be typed like this << orlike this «. The difference is that the first is made oftwo separate characters (SHIFT Å COMMA and SHIFT q

PERIOD) or one character (OPTION Å BACKSLASH andSHIFT Å OPTION Å BACKSLASH, Macintosh only). Xdatawill recognize either.

Begin the prototype with an open chevron and thenlist each field followed by a comma and a space(reference A). Notice that I have not closed the list witha chevron (reference B). If I did, I would have an emptyreturn beginning each record since Xdata will printanything not contained within chevrons.

I am creating a different letter for each customer,so to begin I must have an identifying field (customernumber) that tells Xdata when a new customer recordbegins, and therefore a new page. This is veryimportant because many of my customers have mademore than one purchase and I only want to send oneletter to each with a list of all of their purchases.

Writing expressions can be challenging, but you’llsee once dissected, they can be mastered. Xdata has a number of ways for writing many of the expressions.(The Xdata manual is definitely one of the best withnearly 300 pages with tutorials, samples, andreferences to help write expressions with the leastnumber of keystrokes.) You could write this firstexpression (reference C) in several ways:

if custnum is not prev custnum

if custnum ≠ next custnum

Either way, this expression tells Xdata to look at the content of the field designated as the customernumber (remember fields are identified by order, notname). If the customer number of this record is not the same (indicated by the not-equal symbol) as thecustomer number of the previous record (PREV), then Xdata will add the text “Customer Number:”followed by the content of the field designated as the customer number.

Xdata begins showing its power right here in thefirst line. Not only can you import data, but you canalso add text during import — Xdata will print all textnot enclosed within chevrons. Text that appearsbetween chevrons is a command, and does not print.

After the customer number my letter has the fullcontact information, but let’s take this one line at atime. Data is rarely complete and accurate, so I’vecompensated for the possibility of empty fields bywriting a string of statements checking for content.

In the next expression, I’ve instructed Xdata tocheck for content in the first name and last namefields (reference D). If both are empty, Xdata will notleave an empty line, but rather go directly to thecompany name field. By placing a return at the end ofthe line and endif on the next line, I have made notonly the text optional, but also the return. The returnwill only print if there is content in either the first orlast name fields.

If I have a close chevron followed by a return, thatreturn will print. At this point, I have a close chevronafter the endif command but then I’ve gone straightinto the expression for the company name (referenceE). If the company name field is not empty, Xdata willprint the company name. These expressions continuethroughout the remainder of this block of text.

I should mention here that I have chosen to use allcapital letters in this area because it is arecommendation by the US Postal Service foraddressing. These letters fold to thirds and areinserted into window envelopes. To make this localformatting, select the text, and choose FORMAT q TEXT

w STYLE w ALL CAPS.

V O L U M E 3 • N U M B E R 3 2 9

1fig. 7a/b The prototype we’vewritten accommodatesmultiple purchasesmade by the samecustomer and lists themeach on the same pagebefore moving on to thenext customer.

IN THE TRENCHES • XDATA

Let’s take another look at what we’ve done beforewe move to the next phase. In general terms, youshould have an endif for every if. Count them out.You’ll see that I actually have one more if than I doendif. The if that begins my customer numberexpression, does not have a following endif. Keepthis in mind for a moment while we proceed.

Reduce the size of the text box to fit the prototypethus far and draw a text box below this. Give yourselfenough room for the body, and draw another text box.

Use the link tool from the tool palette to link theboxes together. This is another of my workflowidiosyncrasies — not necessary, but makes it a bitsimpler to keep track of the final layout. The top textbox will only contain the part of the text that willdisplay in the window, so it is fairly short. In the secondtext box, we’ll print the purchase history with columnheaders and all of the static text. This box needs to bemuch deeper. The final character of this box is my jumpto next page character. The final text box contains onlymy endif statement with no closing chevron.

In the purchase history, all of these fields will havecontent so there is no need to use expressions to checkfor content. We’ll use tab settings to space the textacross the page, and this can be a bit tricky since my fieldnames are wider than the actual product information. Tohelp me set the tabs correctly, I use a simple shortcut.

Temporarily type some sample text similar to thatcontained in these fields. Refer to figures 7a and 7b tosee examples of the final data. Try to come up with thelongest line width so you don’t have to go back andchange tab settings after you’ve imported the text.Select the text and then set your tab stops inQuarkXPress to evenly space the text across the line.

Select the text where you’ve applied tab settings, go to EDIT q STYLE SHEETS w PARAGRAPH. Name thestyle sheet and click SAVE. Now delete the temporarytext, select the prototype text and apply the style sheet. Don’t worry if your tabbed column text crashesinto other columns, it will all look fine once the import is processed.

Look at figure 6 to see where I have closed thecustomer number if statement (reference F). It isright after the column headers for my product listings.I started comparing this record to the previous recordon the first line using the customer number fieldcontent. I have stopped comparing this record to theprevious record here after the column headers.

The reason I stop here is because I have sorted myrecords so that all purchases by one customer aregrouped together, according to customer number. Inthe very beginning of my prototype, I wrote:

«IF.CUSTNUM.≠.PREV.CUSTNUM¶

When the records are sorted by customer number,and if I have a customer with multiple purchases, thecustomer number is equal to the previous customernumber. For as long as this is true, Xdata will list eachof the purchases, one per line until the customernumber changes, then Xdata proceeds to the static text.

Now the final line of this part of the prototypebegins a new expression (reference G). Remember, if Iend this expression with a close chevron and then thereturn, the return will print. Next I add my static text(reference H) and I’ll wrap up this prototype byensuring that all of my if statements are closed withan endif (reference I).I M P O R T I N G T H E D A T A S O U R C E F I L E

Choose the content tool and then click in the text boxon page one. It doesn’t matter which text box sincethey are already linked in the correct order. ChooseXDATA q IMPORT TEXT w DATA.TAB.

Xdata will now verify your prototype. If it finds any errors, it will stop the import process and produce an error message. Click OK on the errormessage and wait a moment until your cursor blinksin your prototype. This is where your error can befound. Check your prototype with the instructionsabove, make the necessary changes, and try theimport process again. If you get stuck, refer to theother QuarkXPress project named UPGRADE

NOTICE_PROTOTYPE.I’ve truncated my letter text in figure 6 (reference

H), but in figures 7a and 7b on page 29, you can see theresult of the import with both a single purchase andmultiple purchases.

Once you’ve completed your import (XDATA q

IMPORT FROM FILE), your document should look likethose in figures 7a and 7b.I N C L U D I N G P I C T U R E S D U R I N G A N I M P O R T

Importing pictures is as simple as text. You need a fieldto house the picture name (figure 8, reference A), andyou need a command line in the first line of yourprototype to instruct Xdata which field contains thename of the picture, and where the picture is located(figure 8, reference B).

3 0 X • R A Y M A G A Z I N E

Tip: The morecomplex yourprototype, the moreimages, and thelarger the layout, the longer the importprocess will take. For a degree of safety,I always save mydocument right beforeI import my data, andsave again after asuccessful import.

Conditional statements can control style sheets as well. You may have an

if statement that checks the content of a field. If the field has content, or a

specific content, you could apply style sheet A, if the field is empty, or has a

different content, you could apply style sheet B. I use this trick often to set

KEEP WITH PARAGRAPH settings. For instance, I might check to see if the next

record is of the same category as the current record. If it is not, I will apply

a style sheet that puts a rule above and lists the category, and use a style

sheet on the current record that does not keep with next paragraph. If it’s

the same category, I use a style sheet that does keep with next paragraph.

That way, items of one category will not split across a column or a page.

IN THE TRENCHES • XDATA

V O L U M E 3 • N U M B E R 3 3 1

7fig. 8 Xdata importspictures on the fly,and you can combinethe picture importprocess with Booleanexpressions. Thiscan be useful forusing placeholderpictures for recordsthat do not have final art.

Let’s use the same data, with a picture field. Openthe data file named DATAWITHPICTURES.TAB, and you’llsee I’ve added another field. The pictures are notstored in this field, just the name of the picture.

Go to the QuarkXPress layout named Postcard, 4 upand let’s look at the way the layout is constructed. Infigure 8, you can see that in addition to the text box forthe address and the text box for the message, I have ananchored picture box (reference C). Xdata only supportspictures as anchored boxes. Sometimes it takes realcreativity to figure out a way to include images in aprototype with this limitation, but it can usually be done.

Draw a text box on your pasteboard and create theprototype as shown in figure 8. Don’t forget to set thisas the prototype (XDATA q USE STORY AS PROTOTYPE).

For this version, I am creating a postcard with thecustomer information, purchase history, short productdescription, and a box shot all on the same side of thecard. Since this campaign is entirely about Blackliningupgrades, I only have one picture and I have referred tothe file name in the picture field of every record. This isnot a limitation though, Xdata can accommodate one ormore pictures for every record it imports. The data filedoes not actually have the picture files embedded,rather contains only the name of the picture. You

instruct Xdata where the actual file resides with anexpression (reference B). This folder, named images, isin the same folder as my QuarkXPress project. Thepicture is inside this folder. If you have a differentpicture used in each record, simply type the picturename in the picture field of your data file.

There are four postcards on the master page. I havefinished each records’ import and then jumped to thenext text box in the link, or the next postcard in thechain. The next page character at the end of myprototype (reference D) automatically begins at thenext text box when the end of the record is reached.Once my import is complete, I cut the postcards apartfor individual mailings. You could use this sametechnique to jump to a new page, as we did in theLetter example.

To be sure that our import is not stopped if thepicture cannot be found, go to XDATA q PREFERENCES

w GENERAL, and turn on the checkbox for KEEP

IMPORTING AFTER MISSING PICTURES. This will give youan opportunity to check your data and figure out themissing picture issue later. We’re only using about 50records so the import time will be short. If you areworking on a project with thousands of records, youmay choose to import a range of records instead.

IN THE TRENCHES • XDATA

Once your prototype is complete, import the datasource file (XDATA q IMPORT FROM FILE) nameddatawithpictures.tab. This will populate your layout andcreate pages as needed to accommodate the numberof records. You will end up with far fewer pages sincefour records will fit on each page. In each record, Xdatawill have placed the image named boxshots.jpg.

Often, you will need to do some manual formattingto get things to fit properly, especially in instancessuch as this postcard. The number of purchases mayexceed the depth provided to list this information. Iscroll through each page and make a decision aboutwhat I can do to the text to better fit the text.Sometimes it comes down to a simple delete.A P P LY I N G S T Y L E S H E E T S O N I M P O R T

Using the postcard example again, let’s make textstyle changes so that you can see how style sheets canfurther simplify your project. In the Letter example, weadded a style sheet to the column headers and columnbody text. This time let’s change the customer contactinformation. Select the text and apply local formatting.Try making it bold, change the point size, adjust theleading, or change the color. From this localformatting, you may create both character style andparagraph styles. Use the shortcut that I describedabove to save each style as a style sheet.

Once you have saved the style sheets, you mustremember to apply them. Select the text within theprototype, and choose the style sheet from the stylesheet palette. Repeat this process for each of yourdesired text formats.

Repeat the import process by choosing XDATA q

IMPORT TEXT. This time the styles that you haveselected will be applied to each line on import. Whenyou need to make a change to all styles, it’s easy toedit the style sheet to update the text.M A K I N G M A T C H I N G M A I L I N G L A B E L S

Use the same data source file and opening commandline that we used for the Letter layout to create a set ofmailing labels for the postcards. For the label,reference only the fields that should appear on thelabel (see figure 9). With Xdata, you do not have to useall fields that are defined in a prototype, nor in thesame order. Additionally, you may reference a field asmany times as you wish. In figure 10, you can see myQuarkXPress label layout.

Editing the LayoutSince Xdata is an import utility, it is not actually linkedto the data source. This means extensive edits shouldprobably be made to the data, not the QuarkXPresslayout, and then re-imported. In a streamlinedworkflow, Xdata will apply the bulk of the styling onimport. If after importing the text, you are forced to doa great deal of local formatting, then of course, makeyour edits to the QuarkXPress layout instead.

Other Features of XdataHeaders and footers are found in most bookpublications, especially in directory listings. Xdataincludes a Make Header/Footer feature to create these(XDATA q MAKE HEADER/FOOTER). Refer to the Xdatamanual that is part of the example files download formore information on how to add this feature.

Wrapping Up the ProjectSo, for an investment of $400 Xdata, plus the

original cost of QuarkXPress, I can generate a 3,000-page directory in a little under 30 minutes — and have.I more than paid for my software investment on thefirst directory job — back in my freelance days — andturned the job around so quickly that I became knownas a preferred source for directory and one-on-onemarketing projects.

Through the years, I’ve used Xdata to generateauthorized sports trading cards for the NFL, NHL, NBA,American League®, and National League®, physician’sdirectories for some of the largest and most well-known HMOs in the US, product catalogues for nationalhardware and gun-parts companies, and automatedbusiness card set ups for online ordering companies.The flexibility of Xdata is limited only by yourimagination — and a 48-inch page size.

55fig. 9 Recreate thisprototype on theMailing Labels, 14-up layoutreferencing allfields, but onlyusing those that are needed for amailing label.

5fig. 10 I have a library of Avery® labeltemplates that I’ve created. The key to thesetemplates is thatthe label set up is created on themaster page.

3 2 X • R A Y M A G A Z I N E

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