Creative content production at the push of a button

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In times of digitalisation, publishers have to restructure their processes and introduce suitable software to remain competitive. Many publishers, who have been producing according to the same patterns for years, are afraid of restructuring publishing workflows and introducing editorial software. Even though digitisation is forcing them to rethink workflows and IT, publishing houses are slow to change.

We interviewed our CEO on this subject.

Matthias Kraus

Print or online first? No, content first!

Modeling of a media-neutral, content-first workflow for fully or partially automated multi-channel publishing.

Many publishers gear their editing processes to just one media channel and work on the principle of "print or online first". The entire publishing workflow, from copywriting and layout to the finished product, is completely in line with the publisher's requirements. There is little time to fill in additional channels to create appealing texts. But if the publisher converts the product-oriented workflow to a process-oriented, media-neutral workflow, there are many advantages: Editorial offices are merged and the publication workflow is simplified. Media-neutral workflows require media-neutral content based on XML. Workflow modeling using the industry standard BPMN (Business Process Model and Notation) supports a process-oriented workflow model. Results are workflows according to "XML or content first" and partially or fully automated multichannel publishing. Content is played on different media in different versions at the push of a button. The basic prerequisite for success is the involvement of employees in the restructuring process.

Technological know how? No, thanks! More efficiency and creativity? Yes, please!

Future-proofing and acceptance by employees.

Nowadays, publishers can no longer avoid introducing a suitable editorial system for their products. The question is not whether "yes" or "no", but which one! Which editorial system gives you the necessary security for the future and is also accepted by employees? Firstly, an editorial system must be able to create media-neutral content that can be used repeatedly and efficiently for the target group of customers. In addition, the system should be easy to use, from the planning to creation and layout process. The aim for editors and authors is to concentrate on their core competence: the creative creation of texts. Along with an intuitive interface, the editorial software should provide the necessary "tools" with which the publisher works: a connection to the Adobe plug-ins InDesign, InCopy and integrated sheet and book planning. With the right tools, employee acceptance increases at the same time.

Summary

To remain competitive, publishers must introduce suitable editorial software that creates and manages media-neutral XML-based content. They should also model and support process-oriented, media-neutral workflows. It is important to involve employees in the workflow modeling to gain more acceptance. When choosing software, publishers should make sure that it is user-friendly and supports creativity.