In TWGA’s latest Special Report on digital media asset management (DMAM), we take repeated note of the relationship between our respondents’ interest in cross media as a sales opportunity and their opinions about DMAM. The more of an opportunity they see in cross media, the more of an opportunity they see in DMAM.

Of course, this makes sense. With all of the variations in size, format, resolution, composition, color gamut, and so on, required to search, retrieve, and appropriate the text, images, and other elements for each of the media being “crossed,” DMAM moves from being a luxury to being a “must have.”

But there is something else in the report — something very interesting — we thought we’d mention. In the report, we look at the data on cross media and DMAM, not just for commercial print, but for creatives, publishers, Internet design and development (IDD) firms, and consumer packaging companies and packaging converters. And when it came to cross media, one aspect of the data stands out: The percentage of Internet firms who see cross media as a sales opportunity is less than half that of creative firms.