- Cross Media
As the graphic communications industry continues to evolve from a print-centric to a communications-centric business, many firms are looking to master crossmedia publishing technologies.
For graphic communications service businesses this is a critical stepping stone for becoming providers of marketing-centric, highvalue services. However, such a shift in business focus is not trivial. It is likely to involve rebranding of the business, adopting new business models, becoming an e-commerce-style 24/7 operation and changing the sales focus from targeting print buyers to targeting marketing executives.