WhatTheyThink

Internet Firms Discover the Real Challenge of Cross Media

Press release from the issuing company

According to TrendWatch, nearly half (49%) of all Internet design and development firms proof jobs only by viewing them on-screen, while 24% proof using a print. However, among interactive agencies, 50% proof on-screen while 44% proof in print. Can it be true? Folks who produce printed materials proof in print while those who produce Web sites proof on screen? Shocking, isn't it? But these are the same folks who find themselves coping with a cross-media workflow. If you thought just creating content for the abundance of new media was a challenge, how about proofing for it all? There is a sense that everyone is kludging together MacGyver-esque workarounds to the proofing issue, or, as may be the case, proofing only some media and letting others fall by the wayside. Of course, when it comes to proofing, it's still the customer who defines what is acceptable. No wonder proofing for new media is like trying to hit a moving target.