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How Medium-sized Publishers See Publishing Evolve

Cross-media and dynamic publishing are two growth markets identified by Frost & Sullican as well as other analysts. Many large companies and publishers are already turning towards technologies which support cross-media and dynamic publishing. They are buying or are planning to buy systems that integrate the complete workflow from concept over authoring to output into different channels.

Most systems that support cross-media and dynamic publishing are tailored to large publishing environments with sufficient staff to train users and maintain the system. These systems are too expensive for a large group of small to medium-sized publishers who are currently dealing with understaffing and budget cuts.

What US Publishers Conclude

Some of these smaller publishers in the USA are forced into cross-media publishing in order to grow and survive. Most of these publishers believe the web is going to get dramatically more important over the next couple of years. Many smaller trade magazine publishers see web content evolve into “industry libraries” where readers will be able to read and download business intelligence for a subscription fee.

Industry libraries or business intelligence will be these publishers’ answer to the commoditization of information.

Creative design is perceived as a second line of defence against commoditization. Today, however, many of the editors in these organisations feel like content distributors whose primary task is to push content out to web sites that are maintained by technology-savvy, presentation-illiterate webmasters. According to these editors, creative design on the web will have to become as important as it has always been in the print publishing process.

Finally, small to medium-sized publishers need easy-to-use, inexpensive publishing platforms that can replace their custom-made workflow solutions, while providing for seamless integration with boxed applications such as Adobe Creative Suite and QuarkXPress.

To Download This Market Research Analysis

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All requests for licensing, reprints, linking and other usage of material on IT Enquirer should be addressed to the publisher via e-mail at webmaster [at] it-enquirer dot com. We will review your request, and provide you with an approval or rejection as soon as possible. We will attempt to approve or disapprove within 24 hours.