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Over the past year or so, we’ve talked quite a bit about digital photography and video production technologies in our Tech Tip section of the DMS newsletter. But we haven’t mentioned much about digital audio. We’ll address that this month with a primer on digital audio terminology.


Let’s start by breaking digital audio into two categories: uncompressed and compressed. This categorization is made to distinguish professional master quality audio recordings (uncompressed) from Web-based audio and consumer audio formats used with our iPods (compressed).


This month, we’ll stick to discussing uncompressed audio and leave compressed audio for December.


When a rock band, orchestra or voiceover artist records in a studio, their audio is usually recorded using a computer-based recording system such as Digidesign’s Pro Tools. Basic professional audio recording standards require capturing audio signals via digital-to-analog converters using pulse code modulation at a 44.1 kHz sampling rate and a 16 bit sample depth. Let’s define these standards.


A digital-to-analog converter is a bit of electronic circuitry used to transform an analog audio input signal such as the sound of a musical instrument  being fed through a microphone into a digital representation of that signal that can be read and manipulated by a computer. The small audio input jack on your computer is linked to a D/A converter. Recording studios use much higher quality versions.







Pulse Code Modulation (PCM) is the method used by the D/A to store an uncompressed digital audio file as a series of 0’s and 1’s. You might think of it as a type of computer language for audio.


Sampling frequency refers to the number of individual pieces of digital media that make up an audio file. Just as film and video systems record continuous motion using a series of individual still frames (at frequencies from 24 to 60 frames per second), digital audio is recorded using a series of individual samples to represent continuous sound. However, we’re much more sensitive to subtle changes in sound than we are to changes in motion; this requires us to use an audio sampling frequency much higher than that of film or video. It was discovered during the early stages of digital recording and playback that higher sampling rates were required to record higher-pitched sounds. In fact, a sampling rate twice that of the frequency of the sound we wish to record must be employed in order to record lifelike digital audio. Lower-pitched sounds have longer wavelengths and higher-pitched sounds have shorter wavelengths. Human eardrums can respond to sounds with wavelengths as small as about 1.7 cm which translates to a sound wave frequency of around 20,000 Hz (20 kHz). Therefore, in order to record the full spectrum of sounds humans can hear, we must use a sampling frequency of around 40,000 Hz (40 kHz). Because the filters required for playing back digital audio distort the top portion of an audio signal, a sampling frequency of 44.1 kHz was standardized, enabling accurate recording and playback of the full 20 kHz audio spectrum. Modern high-end audio recording systems can utilize even higher sampling frequencies such as 48 kHz, 96 kHz or even 128 kHz. However, very few people can distinguish the difference between these recordings and the standard 44.1 kHz recordings.


The bit depth (or bit rate) of an individual audio sample determines how accurately the subtleties and dynamics of an audio source can be recorded. Reflecting on your binary code basics, a one bit sample - represented by a single 0 or 1 - means the sampled sound is either fully off or fully on. Not much dynamic range or variation there. Two bits provide four options (00, 01, 10, 11), which might translate to off, soft, medium and loud. Extrapolating that out to 16 bits, we get 65,536 different options for representing the loudness level of a sound, which is usually enough subtlety and variation to be considered lifelike. This also gives us a dynamic range of about 96 decibels, almost enough to accurately record the full sound of an orchestra performing The Planets.


To recap, D/A’s use PCM to convert analog sound to uncompressed digital audio using binary code. The sampling rate of a recording determines what frequencies can be captured to a digital audio file and a recording’s bit depth determines how much volume variation and dynamic range can be obtained within each sample of an audio recording.


Next month, we’ll see how compressing audio by limiting these standard recording settings creates much smaller files sizes appropriate for posting on the Internet or loading on our portable music device.

November 2009 Newsletter

Project of the Month

Perenich & Caulfield photography

In November, Digital Media Services embarked on a three-part digital photography and high definition video shoot for bay-area law firm Perenich & Caulfield. The shoot will continue into December and will include lifestyle portraits of each of the seven attorneys of the firm, group portraits of the attorneys including their two council attorneys, head shots for select attorneys and a video shoot that will be used on the firm’s Website as an introduction to the practice.


Click the image above to view the initial photo set featuring four of Perenich & Caulfield’s attorneys.

Tech Tip

Digital audio terminology

Marketing Tip

Year-end marketing planning

All original imagery and content copyright © 2009 by Digital Media Services & Consulting LLC. All rights reserved.

Digital Media Services

In researching year-end marketing ideas for Digital Media Services, I came across a number of useful suggestions that can help assess the year ending and help plan marketing efforts for the coming year. (As expected, I also found plenty of fluff.)


I’ve summarized some of the more intriguing recommendations below:


  1. Take a look at all the pieces produced by your organization that are used for any type of public consumption, including letterhead, business cards, sales presentations, sales letters, press releases, advertisements and the like. Lay them all out on the conference table and make sure they follow your approved graphic standards and brand identity. Double check the messages being sent: Are they hitting the mark? Do they say what you want them to say? Are pieces outdated and in need of a refresh? Are they easy to read and understand?


  1. Vow to do something different next year with your marketing, such as a video podcast series, a custom publication or more community efforts.   Remember, sometimes in marketing it can be okay to be that black sheep because the point is standing apart from the crowd and creating a distinctive and memorable brand. If your marketing is a bit stale, do something fresh.


  1. Analyze what happened in 2009. What types of marketing did you do? How much did it cost? Did it result in new business for you? If so, how much? Did you get a return on investment of at least 2 to 1? If not, figure out why or try something else.


  1. Review your core message for clarity and appeal. When someone asks you what you do, do you answer with a title? Does your message get a response like “really, tell me more?” or “I know someone who would benefit from that”? If not, rework your elevator speech.


As always, we invite you to include us in your marketing planning efforts. We’ve been involved in hundreds of campaigns and have a good idea for what works and what doesn’t. Our staff has years of marketing training and experience behind us and is more than willing to share our knowledge with you.

Contact Us

We’re here to hear

Questions? Comments? Feedback? All are greatly appreciated! Email us by clicking here or call us at 727-512-9998. We’d love to hear from you!

Read previous Digital Media Services newsletters for additional project ideas, tech tips, marketing tips and more.

Extras

Other cool DMS projects

DMS Photographer Sean Deren recently shot some publicity photographs for “Our Stimulus Package,” a humorous new book written by Kirsten Becker and Julia Rettig.


DMS Videographer Brian Satchfield traveled to the Mississippi gulf coast to work on a small video project involving Hurricane Katrina and did some video consulting work with Panasonic Broadcast.