Log In | Become a Member | Contact Us

Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     January Economic Webinar     Printing Business Outlook 2017 Report     European Coverage     Production Inkjet Analysis

David Zwang talks about the infrastructure needed for cross media publishing

Published on November 22, 2010

David Zwang, WhatTheyThink contributor and President of Zwang and Company sits down to discuss the infrastructure needed for cross media publishing in the world of publishing with a big "P"

Cary Sherburne:  Hi, I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I’m happy to have with me, David Zwang, who is a WhatTheyThink contributor as well as the President of Zwang and Company, and a lot of other things, but –

David Zwang:  A lot of other things. 

Cary Sherburne:  But, I wanted you to maybe because you do a lot of work in Standards Committee and involved technologies and so on, I wanted to have you talk to us a little bit about sort of what’s the infrastructure or how do you look at the process of doing cross-media publishing.  What’s kind of some of the infrastructure needs? 

David Zwang:  Well, I think that’s a great question because I think that as the demands and the requirements of the marketplace are changing, people really need to look at publishing with a big “P” and not little ‘p’.  And I think if you were to look at it, just to bring it down to a basic – it’s basic structure, then you’ve got content.  That’s really what we are publishing; we’ve got all this content.  We’ve got to manage the content, right, and there are the CRM’s that allow you to do that.  Excuse me, the CMS’s that allow you to do that. 

Cary Sherburne:  I was going to say, yeah. 

David Zwang:  Yes, that’s right.  But there are CRM’s also in terms of how you manage all of that with your customers.  But there are CMS’s that actually allow you to do that. 

Cary Sherburne:  Content Management Systems. 

David Zwang:  Absolutely, Content Management Systems.  And then once you’ve got that content depending on what you’re going to do with it, you’ve got to be able to package it.  And you’ve got to package it for that distribution medium.  And that distribution medium could be print, it could be the internet, it could be emails.  It could be social media –

Cary Sherburne:  It could be mobile. 

David Zwang:  Absolutely, it could be mobile and tablets.  Yeah, yeah, no doubt about it.  So you know as we move forward into the kind of the new world of publishing with a big ‘P’ and how that really begins to affect everything in terms of not just publishing for profit, but also for publishing for marketing support you really need to be able to build that infrastructure.  You need to be able to have a way to manage that content.  There are plenty of people creating the content; once you’ve got it, how do you manage it?  How do you tag it in such a way and manage it so you can utilize it for all of these other – these other needs.  How do you give it context?  Content usually needs context; otherwise it’s just more noise and more confusion. 

Cary Sherburne:  We’ve go enough of that going around. 

David Zwang:  Yes, we do.  So you need that context and once you’ve got the context, you’ve got different ways to package it, and then there are different types of solutions and systems that exist out there, and more coming every day that will allow you to take that and package that for the various channels, the various media channels. 

Cary Sherburne:  So basically you need some sort of web portal kind of thing that allows you to bring it in, you need some way to manage the data, you need some way to transform the data streams, right? 

David Zwang:  Yes, absolutely. 

Cary Sherburne:  And you need some way to get it out there. 

David Zwang:  Absolutely.  It almost sounds too easy. 

Cary Sherburne:  I know the of you have been doing a series on WhatTheyThink that kind of covers all of this, so I would encourage people to search on ZWANG and you can find David’s series of articles on WhatTheyThink.  And get some more in-depth information on this. 

David Zwang:  I think it’s a great way to start, absolutely. 

Cary Sherburne:  Great.  Thank you David. 

David Zwang:  Thanks Cary. 

Email Icon Email         




Recent Videos


Video preview: What Color is Consistent?

What Color is Consistent?

Published: January 20, 2017

Color management works, and it has been available to designers and printers for more than 25 years. Why then do we still make mistakes in color reproduction? Shoshana Burgett of X-Rite Pantone notes that CM has to be understood as something more than calibrating a monitor. It is a set of steps, processes, and tools that must be in place across the entire production workflow, always with monitoring for continuous improvement. Designers who want color to be consistent in all the channels they are now responsible for can find the help they need in CM, Burgett says.


Video preview: Frank on Pre-VDP Personalized Direct Mail

Frank on Pre-VDP Personalized Direct Mail

Published: January 20, 2017

Frank Romano keeps EVERYTHING. This week he shares his collection of pre-VDP personalized direct mail when everyone was a winner. Direct marketers tried every trick to get you to open the envelope.


Video preview: The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail

The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail

Published: January 19, 2017

Angela Stone, Manager of Packaging Optimization at Canadian Tire Retail, is responsible for all of the private label packaging that is used for the wide range of products it offers. It covers all types of packaging, from folding carton to flexible to sewn-in labels. She talks about how she handles color management across this disparate array of packaging applications.


Video preview: What PDF 2.0 Will Mean for the Printing Industry

What PDF 2.0 Will Mean for the Printing Industry

Published: January 17, 2017

Mark Lewiecki, Senior Product Manager at Adobe, talks about PDF 2.0, now being developed through the International Standards Organization which has responsibility for the PDF standard. A key new attribute is the ability to put page-level media-specific information directly into the PDF file. The ISO is also defining the metadata as it relates to media, especial for variable data printing, and is incorporating CxF spectral data into the PDF file.


Video preview: Learn About Anti-Counterfeiting Measures in Packaging

Learn About Anti-Counterfeiting Measures in Packaging

Published: January 17, 2017

Christine Gallagher, Director of Commercialization at Sonoco Trident, a division of the $5.2 billion packaging organization Sonoco, comes from a brand owner background. She speaks about the latest trends in anti-counterfeiting in packaging and how Sonoco Trident controls anti-counterfeiting measures, including reporting, and next generation developments that empower consumers.


Video preview: Leveraging Standards and Specifications to Get to Great Color

Leveraging Standards and Specifications to Get to Great Color

Published: January 16, 2017

Don Hutcheson of HutchColor, one of the industry's most knowledgeable color experts, shares his thoughts on the latest developments in color management and the tools print service providers should have to be able to print to the numbers and deliver against customer color expectations. He explains how industry standards are driving more process control into the art and science of printing.


View More Videos


Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved