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Cross Media -- Today's recipe for success!
TrendWatch reports that cross media is finally real and yes, another "media"
term to learn! Creative professionals today must "design-in"
clients' needs to use the same designs and elements across all their media.
You know, design once, tweak and adjust and use across various media like
Web pages, print ads, broadcast, direct mail, CD-ROMs, trade exhibits,
billboards, direct mail, corporate intranets and even email.
TrendWatch data say that cross media has captured the imagination of more
magazine publishers, designers and corporate design departments compared
to other markets. Our latest surveys show that almost one in three magazine
publishers will capitalize on new business by using the same text and
images in print, Web, CD-ROM and even broadcast projects.
This information is important since, if you are a creative professional, your designs, elements, and images must be capable of working in various media. Sure this sounds easy at first, but just try to create a fully scalable design that looks good and works on a 17" monitor, makes a splash in USA Today, wins a big award as an ad in Time magazine, works as a direct mail piece, and ends up in the annual report with the CEO's picture, becomes a billboard (yea, that same picture is still there) on the side of an eighteen wheeler. We could go on, but you know.
The bottom line is that while it sounds simple, deployment of cross media projects require solid strategic media development before they stand a chance of working. This puts creative professionals in the boardroom whether they want it or not, and clients need them there whether they want to admit it or not.
And if you're a supplier in this area, your products must thrive in a world of compression, color managing, image and image-element archiving, assembling scaled designs and handling output requirements with intuitive ease. Gee, sounds like a computer-intensive workflow and asset management opportunity, huh? But only if you know where, when, and how the markets will develop.
Contact: Dr. Joseph Webb or James R. Whittington, CMC, TrendWatch partners (info@trendwatch.com) or call 800-283-8063.