McIlroy--Print Production Managers Must Become Content Managers

Many doubted the prospects for the Internet and the Web, and the speed with which it would impact today's communications mix. But the explosion in e-commerce has changed the publishing value equation. With print collateral, you could sometimes ask for the order. On the Web, you can not only ask for the order, but take the order and the payment, calculate shipping, determine a delivery schedule and provide customer service after the fact. When it comes to marketing communications, print is fast proving to be the Web's weak sister.