Cross Media

The first meaning of the term "cross-media" comes from Desktop Publishing (DTP) which is increasingly integrated and widely used in modern printing companies. It now incorporates the new digital formats in its production process. The composition of all these communication mediums stems from a dialogue between a content database (text, images, sound, logo, price, etc.) and different models or page layouts to allow the automated production of newsletters, Internet sites, CD-Roms, mobile portals, etc.

Cross-media is based on graphic design techniques, communication data management and handling (texts, fixed and animated images, sound, metadata), one-to-one marketing techniques, and the use of printed and digital communication media (e-mails, websites, etc.)

Technologies used for cross-media include DTP softwares, multichannel communication and variable data printing software packages, and communication databases (DAM, Digital Asset Management).

Cross-media communication campaigns (paper, web, e-mails or SMS) are increasingly popular with clients. Thanks to a new generation of softwares, design operations can be automated and page composition can be adapted to the specific characteristics of the target media.

By Patrick CAHUET, market expert and GRAPHITEC consultant