by Jim Derochea - Marketing Communications, Solutions, Multi Channel Guru
Well, the term “Web-to-Print” (W2P) certainly seems to be outdated, though the technology is here to stay, in one form or another. It is a similar dilemma that “Print Buyers” and related fields and associations have been faced with over the last several years. Attempts to re-brand themselves with a more apropos moniker over the last several years to better reflect the inclusion of multiple communication channels have not proven fruitful…yet. In fact, I know of many “Print Buyers” who, despite having re-invented themselves as gurus of Multi Channel deployment, have been displaced during economic downsizing in large part because of the stigma attached to the word “Print” in their job title and the need for these companies to seek less expensive forms of communicating. Ironic! But that’s a story for another day.
As for W2P, I have been referring to the acronym, W2P as WEB-TO-PUBLISH, the last several years, just as I have referred to VDP as VARIABLE DATA PUBLISHING, rather than Variable Data Printing. I believe that the term, “publishing” has evolved and has been accepted in the industry, to now encompass most types of deployment, including deploying email, posting to web as well as print.
Of course, there are still many otherwise knowledgeable communication specialists and leaders out there who get confused when someone suggests W2P as a solution to provide their constituents with access to digital content/information because they still think of W2P and VDP as “Print” solutions only.
So, its up to all of us to spread the word, because WEB-TO-PUBLISH tools are only going to become more prevalent in this economic climate of fiscal awareness, along with the current pressure for companies to “Go Green!”
Jim Derochea
