Digital Publishing


Smart Companies Go Online to Find
New Markets, Customers and Profits


By Dick Rennick

The next time your customers or prospects read about your organization, chances are it will be
from the glow of a computer screen.

The fact is: Digital is the future of business communications.

Readers now prefer just about every kind of content – from books and magazines to corporate
news, brochures, partner agreements and operating manuals – in more convenient digital,
online form. Electronic content is revolutionizing the worlds of publishing, business and
franchising.

Companies of every kind see their customers going online to find product information, to shop,
compare, and to conduct transaction. That’s why forward-looking organizations are taking their
companies, and their publications, online.

The good news is, an innovative new wave of technology has now emerged that reduces the
cost and complexity of electronic publishing, and that makes reading digital content as easy and
enjoyable as turning a page.

By understanding the trends and opportunities unique to digital publishing, businesses of every
kind can position themselves for growth and success in the era of digital content.


A New Era of Digital

For many years, online publishing involved nothing more than typesetting books or other
documents using Quark, PageMaker or some other software program, then converting those
documents to a portable document format (PDF) file to be sent to an offset printer, stored on a
disk, or posted to a company website.

But today’s online readers want something better.

Astute companies, agencies, and organizations of all types are now exploring and deploying a
new generation of digital publishing technologies. Those innovative companies are now using
online, digital techniques to design, produce, and disseminate content – much of which may
never appear on a hard-copy printed page.

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