Content Aggregation

Content Aggregation is defined as: "Bringing together content from multiple sources for retrieval at a later time," In the broader sense, it means taking care of the content, from one source or many, and being able to store & output it to a variety of "delivery" methods.

Previously, I stressed the importance of it to the future of Print. So it makes sense to take an even larger look at it. I believe Content Aggregation is the key to profitability as we look to our future. More on making money later.

But for the time being,for the sake of this article, let's assume I'm wrong. What if we spend time and money on learning the workflow & delivery methods & this whole digital thing is overblown? I submit that we would still be in much better shape to face the future than if we ignored it.

Here's why. To really become knowledgeable, we must immerse ourselves in it. This does not mean simply outsourcing digital print, but developing IT people, and assembling a strong pre-press group. As you involve Customer Service, Sales, and the Marketing folks, you will discover what your customers want and need, possible niches, and how to move forward.

This is how futures are developed in the face of technology. I love it when we let our most competent people guide us. Great leadership is listening to your employees & customers, and going where they take you!