Since the founding of the Graphics Research Laboratory in 1982, we have distilled many ideas and perspectives on interactive publishing into a set of brief maxims that inform our analysis and help focus our education efforts. In these pages, we're building a hyperlinked concept map of new media management, marketing and creative issues. We invite your comments, questions and arguments about this material in our Forum pages.

THE STATUS OF PRINT

• The automation of printing is nearly complete.
• Nobody wants more print.
• Printing belongs to the Industrial Age.
• Interactive media belong to the Information Age.
• The costs of conventional publishing are rising.
• The expectations of readers are also rising.
• There are three kinds of publishers and three kinds of publications.

INTERACTIVE PUBLISHING

• Interactive publishing takes three forms.
• Publishing means more than "re-purposing" content.
• New media is like conventional media in five important ways.
• New media has six advantages over old media.

CREATIVE ISSUES

• Crafting effective editorial means thinking beyond lines and paragraphs.
• Multimedia offers an explosion of illustration options.
• "Re-purposing"usually means new editorial, art, design and production.
• Publishing is becoming a continuous process.

ADVERTISING OPPORTUNITIES

• Interactive advertising is perfectly zappable and perfectly measurable..
• Ad designers must "tempt the click."
• It's not advertising, it's direct response.
• "Awareness" is nice, but booking the order is better.