Web-to-Print..... is this the right term?

Cary Sherbourne has just published an article on Whattheythink.com saying that we need a new term for 'Web-to-Print', as it doesn't adequately describe the multi-channel nature of what most systems can do today. She says:

'Most printing companies today have a web site and most accept electronic files in one way or another. But accepting files via email or FTP, while more convenient than the old deliver-the-disk method, leaves much to be desired in terms of both customer convenience and workflow efficiency for the printer. Web-to-print solutions, on the other hand, were designed to offer a more formalized and more fully featured method of getting files from the buyer to the seller and into the production process.'

She goes on to say:

'These days, however, what we were calling “Web-to-print” has morphed into something much more sophisticated and we really need a new name. Most notably, the digital assets that are being submitted through these systems don’t always go to print, so “Web-to-print” is much too limiting. Some assets are available for download electronically and might never be printed.'

The article talks about there being in excess of 34 online solutions on show at Print 09, highlighting just how important this whole field is. So what term will all these suppliers use to describe the genre? Well it can't be 'web-to-print' for a start because the term is trademarked in the US. A company called Belmark Inc, of DePere, Wisconsin successfully registered the term in September 2001. They have sent out 'Cease and Desist' letters to those using the term in the public domain. This, in turn, led to the global adoption of the acronym 'W2P'

Now I have to declare a vested interest here: my business is called W2P Ltd, my domain names all have 'W2P' in them, my logo incorporates the letters 'W2P' and I market my business as a 'W2P' Consultancy!

So why did I call my business W2P? Well yes, it does stand for web-to-print, but to me it was a term that could always adapt itself to the changing landscape of communications. It also stands for:

Web-to-Paper
Web-to-Press
Web-to-People
Web-to-Phone
Web-to-Publish
Web-to-Pretty much any other new technology that comes along!

If we want a new term that best describes what Printers can do once they have adopted a 'W2P' solution, then it should probably be 'Web-to-Publish', as this term can be used for any media channel.

Of course, this is just semantics to those who have not yet taken the plunge and invested in W2P. First and foremost, Printers need to generate cash from existing operations and that means feeding those hungry lumps of tin. So for now, it's still 'Web-to-Print' and will continue to be for the vast majority for some time to come.

Now is the time to take your business online.

www.w2p.co.uk