Most organisations struggle to publish information across media — through print, the Web, and digital devices — sinking time into copying and pasting information, duplicating resources and creating overlapping processes, and driving up costs in their efforts to support the organisation's cross-media publishing needs.
This is because cross-media publishing poses creative and technical challenges to you and your company. While you aim for consistency in your messaging and branding, different media have different characteristics that require their own treatment in order to deliver your communications in the most compelling way.
Challenges of Cross-media Publishing
Did You Know?
A strategic approach to cross-media publishing can help you:
1. Create content for different media without recreating the same content manually
2. Eliminate the time-consuming task of converting content manually into various formats
3. Publish faster to any channel using your established publishing assets
As a designer, you need to create engaging designs for each publishing channel, focusing on pictures, graphics, text, and typography for print publishing, and mastering video, sound, animation, and interactivity for publishing to the Web and digital devices. At the same time you have to maintain your brand's integrity.
And you have to deal with technical challenges: CMYK colour space and high resolution are required for pictures used in print, while publishing to the Web and digital devices requires RGB colours and lower resolution. Different media may even require you to crop the same picture in different ways.
How can you create optimised designs for multiple media without using a variety of disconnected tools, and without adjusting design and content for each publishing channel manually?
Content Reuse Across Media
If you create text for multiple types of media, you may simply reuse some content, such as a headline, everywhere. Other content needs to be created specifically for some media and not others. You may create a longer version of the story itself for your printed magazine, a shorter version for the Web, and an even shorter one for digital devices. Technical requirements vary, too: Printing requires PostScript or PDF format, while the Web requires HTML, and digital devices are best fed with content in specialised XML formats.
So how do you create content for different media without recreating the same content and converting content into various formats manually?
Professional Design Meets Automated, Cross-media Publishing
To publish effectively across media, you need a strategic approach that encompasses content creation, management, and delivery to multiple media. Quark dynamic publishing software helps you cost-effectively develop design-rich content for print, Web, and digital channels that can be automatically assembled in multiple ways to meet different requirements.
If you design for multiple types of media, you can use just one page layout and design program, QuarkXPress, to create designs for print, the Web, and digital devices. Instead of learning and working with individual, disconnected tools, you can use QuarkXPress to create compelling designs for all media. What's more, where many other software tools push designers to write code, QuarkXPress enables designers to create for digital media without having to write code.
QuarkXPress also allows you to synchronise content and design across layouts for different media which makes it very easy to keep your design and content updated — change it in one place, and QuarkXPress will automatically update every other use of that content or design.
When you edit pictures in QuarkXPress, it remembers how you changed the picture but does not change the picture itself, which means you don't need an extra version for each media. Just set the right parameters in the print, Web, or digital media layout. You can then crop or scale the picture in different ways and you never have to change the original picture.
If you write content, you can use Quark XML Author to create structured content while using the application you're already familiar with: Microsoft Word. Because XML lets you create text without embedding formatting within it, you can reuse the same content for multiple types of media. You can apply separate styling instructions for each media type so that the same text appears different in each medium.
For cross-media publishing
Quark Publishing Platform helps you automate all aspects of cross-media publishing, including publishing to customised apps on digital devices such as the iPad™ and iPhone®. It converts authored content to various formats required for print, the Web, and digital devices, and automatically lays out and formats for each media type. It can generate PDF and SWF (Flash®) files automatically, either through a single click whenever you need a single file, or when triggered by an event such as a workflow status change in an automated publishing process. Quark Publishing Platform enables Web publishing through a ready-made adapter to the Drupal™ Web content management system.