This article has been reproduced with the kind permission of Aquent.

Marketing and design departments are expecting more and more from their creative employees. Designers who once worked exclusively in print are increasingly being asked to develop interactive and online content. In the spirit of efficiency and employee development, a growing number of organizations are looking for ways to provide their print designers with the skills necessary to develop Web content or create interactive campaigns. Here we examine several factors to be considered by any organization that wants to bring their print professionals up to Web-speed.

Choosing the right tools
If you're considering expanding the skills of print designers, you should start by evaluating the tools you currently use and determining whether they meet your needs. If you're using older versions of print publishing software such as QuarkXPress, InDesign, or Illustrator, it's worth looking at an upgrade, because you'll no longer be using these tools in a vacuum. The latest versions of these tools all include features to help move your content more easily from print to Web. Additionally, if you're using older Adobe products, it's worth looking at the latest CS3 versions. It is easier than ever to move content between print and Web layouts by using the CS3 tools, and many tools, menus, and commands have been standardized, making it easier for users to work with a variety of different software programs. Many of our clients are using the CS3 versions of InDesign, Dreamweaver, and Photoshop for their print and Web content and building interactive content using Flash CS3.

Automating Repetitive Processes
When you are looking to distribute similar content to multiple destinations, you should determine if any of the document creation, formatting, or conversion work can be automated. Both Quark and Adobe now have server-based versions of their print layout software. This software can serve as the foundation for the automation of repetitive tasks or development of new ways to deliver content in print and online. For example, systems based on these technologies can be used to create print layouts over the Web by using your Web browser, with InDesign or QuarkXPress templates as the foundation for the design. Similarly, scripts can be created to automate specific tasks, such as generating PDF files or creating thumbnail images. Because scripting and automation aren't generally strong points for creative professionals, it is helpful to work with a knowledgeable consultant who can provide guidance in these areas. This is especially true for server-based publishing systems.

Managing Digital Assets
If your content is going to be repurposed in print and online, it's a good time to evaluate how your digital assets are organized and accessed. These systems have become more important, as you can now rely on one master file from which both the print and the Web versions of content are extracted and used. A single picture stored in the .psd format might be used for both a print design and a Web layout.

Many small and midsize publishers don't give much consideration to asset management when they are working only with print content. To effectively use the same content in multiple locations, you'll need to keep it organized.

Digital asset management (DAM) solutions exist for large organizations, small workgroups, or individual users. If you don't already have a DAM system in place and you are looking to share content between print and Web designs, this is an important place to start your process. DAM solutions come in three varieties. The first involves off-the-shelf software that you can install and manage yourself-or with a little training. You can have a complete system customized for your needs, or you can use a hosted solution that manages your assets remotely via the Internet for a monthly fee. If you haven't yet looked into DAM, an independent consultant can assist you in determining the best options for your business needs. A reputable consultant won't direct you toward a specific vendor and can help you evaluate the differences between the off-the-shelf software, customized solutions, and hosted options.

The XML Factor
If you're going to be sharing a significant amount of content between print and Web publishers or sending information to third parties, you'll want to look more closely at XML. Using XML you can identify all the content used in your print or Web layouts and easily reuse it in different layouts and formats. If you create catalogs, technical publications, magazines, books, or newspapers, you'll definitely want to look more closely at the expanded XML capabilities found within InDesign CS3 or QuarkXPress. While it takes some planning to get your XML workflow defined, it can serve as the foundation for a more automated production workflow where content is easily repurposed.

Training
The most effective creative and marketing organizations invest in training their staff on how to best use their software tools. You can find authorized training organizations such as Aquent Graphics Institute, individual consultants, or in-house experts. A highly qualified instructor should be able to help you understand industry trends, best practices, and overall integration of the software. Look for a training provider with experience handling projects similar to your needs, and ask for case studies and references that show the provider's experience. If you're responsible for a larger project, you'll want to meet the prospective training provider, review the background of its instructors, and determine if the instructors are full-time members or contractors who might not be available when you need the training. Additionally, you should evaluate the curriculum they would use and their ability to customize curriculum for your needs.

Training should go beyond showing you how to use certain tools or features. You can buy a book or DVD such as the Dynamic Learning CS3 series to learn things like InDesign, Dreamweaver, or Flash. For in-person training you'll want to work with your specific files and evaluate possible workflows and techniques that will allow you to most effectively create your content in the shortest possible time. Effective training should allow you perform your work more effectively and creatively in less time and provide for support along the way. It's worth the preparation time to develop a customized private training program that aligns to your business objectives, and you should be wary of a training provider that simply wants to take your money without determining how the training aligns with your needs and objectives.

A solid training program for a skilled print designer to learn basic Web layout and essential interactivity requires approximately 40 hours of classroom time, with additional time devoted to hands-on projects. Follow-up time with an instructor either remaining on-site or as part of informal follow-up sessions lets users explore areas in which they've been stuck on their first projects and gain guidance on ways to overcome obstacles they may have encountered.

What to Expect
We've effectively trained print production artists and print designers to create basic animations and interactive content using Flash CS3, manage Web sites using Dreamweaver CS3, and build images for the Web using Photoshop CS3. Highly interactive Web content often requires a specialist who is dedicated to developing Web content full time. Even a seemingly creative product such as Flash has a highly technical set of requirements that are accessed via a scripting language called ActionScript. Most designers will learn some basic ActionScript, but more advanced scripting is generally outside the interests of print or Web designers. Projects with extensive interactivity or database connectivity are not easy to bring in-house with a hybrid design department that creates both print and Web content. You'll either need dedicated resources for these projects or to continue to outsource them.

Worth the Effort
The print designers we've trained have embraced learning new skills and discovering new ways to showcase their creativity. It's rewarding for us to see talented designers expanding their creative possibilities and embracing new tools. The new CS3 tools from Adobe make this an opportune time to consider building upon the skills of your print talent, making them more versatile for your organization-it's rewarding for both the employee and the company.

Christopher Smith is president of Aquent Graphics Institute (AGI). AGI provides comprehensive training and consulting for software tools and technologies used in print and Web publishing. He's the author or co-author of more than one dozen books relating to print and Web publishing, including Dynamic Learning: InDesign CS3, Adobe CS3 Design Premium for Dummies, and Adobe CS3 Web Premium for Dummies.

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		Clare Mallison studied illustration at Kingston University and graduated in 2004. This is where she found a passion for drawing especially on location. Her images are a combination of dip pen and ink, screen print and digital media. Clare lives and works in London. Click on picture to read more about her.
Creative UK Contributor

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