05/09/01 - According to TrendWatch, a third of all PR agencies--and 29% of interactive agencies--consider "internal proofing process for the sites we design" as a business challenge. These are two markets in particular that see "cross media campaigns" as a greater business opportunity than do other Internet creatives.
Cross media: it's b-a-a-a-ck--and just when you thought it was safe to go back on press. Many agencies create integrated campaigns that span print, Web, even television--and more media are coming. If they can't effectively manage this process--and that involves proofing in a big way--then the client will find someone who can. And much of agencies' work is critical color, which can make accurate proofing for multiple media a nightmare of the highest order.
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