Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     NEW: Inkjet Resources & Knowledge Base     Industrial Print Analysis     European Coverage     Conversations on Print Podcast

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: Zumbiel Packaging Production Inkjet-Flexo Production Platform

Zumbiel Packaging Production Inkjet-Flexo Production Platform

Published: July 25, 2017

Ed Zumbiel shares his thoughts on Zumbiel Packaging's exciting new digital-flexo hybrid packaging press for folding carton production. The press includes the first installation of Kodak PROSPER 6000S production inkjet press for folding cartons production.

 

Video preview: Frank on Comic Books, Paper from Stone and Retail Waste

Frank on Comic Books, Paper from Stone and Retail Waste

Published: July 21, 2017

Frank opines about blank comic books going back to print, paper made from stone, and all the waste generated by online retail. These are not related, except in Frank’s warped mind.

 

Video preview: How to Protect Your Business when Managing Software Projects

How to Protect Your Business when Managing Software Projects

Published: July 20, 2017

Jennifer Matt interviews Chris Reisz-Hanson, software architect about how to protect yourself. One of the key questions that is often missed is "who owns what?" Where is the source code stored? If you own the software, you should have access to the source code under an account in your business name.

 

Video preview: Print and Marketing: An Awesome Relationship

Print and Marketing: An Awesome Relationship

Published: July 18, 2017

Cece Smith, President of Toolbox Studios, worked for P&G for many years and brought her marketing expertise to SmithPrint. Now with her branding and marketing business operating as a sister company to SmithPrint, the two exploit the symbiotic relationship the two businesses offer to their respective clients. Smith cites her attendance at Dscoop as a key turning point for realizing how the two could be blended. She provides invaluable insight on how to create programs where print is not commoditized.

 

Video preview: Frank Finds A Museum of Interesting Things at EastPack

Frank Finds A Museum of Interesting Things at EastPack

Published: July 14, 2017

While visiting EastPack, Frank is unsurprisingly drawn to a booth called "The Museum of Interesting Things" and talks to Denny Daniel who shows him some of the cool things in their collection.

 

Video preview: Standards Update: Barcode and Digital Watermarks for Active and Intelligent Packaging

Standards Update: Barcode and Digital Watermarks for Active and Intelligent Packaging

Published: July 11, 2017

Laura DiSciullo, SVP of Marketing and Product Management at GS1 US talks about the history of GS1, they created the UPC barcode, and barcode and digital watermarks technology that is enabling active and intelligent packaging.

 

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