And the most effective technology for streamlining publishing to both print and the Web is XML , not what storage device or database sits behind the firewall. But either XML isn't ready for publishing prime time or publishers aren't ready for XML, depending on your perspective, so even though asset management systems are going the XML route, they're still more hassle than help. But give me a break. Asset management is just one of many technologies used to publish and promote brands, and companies have long been promoting brands effectively with or without asset management software. And the truth is, it's the people who devise and apply the brand creatively that determine its success.
Technology is ancillary.
Methinks asset management vendors take a bit more credit than is due on this front. In my humble opinion, asset management is doing some things right, some wrong. That's ultimately what it will take for asset management to play well with others. Read more by Anita Dennis . Inc. All rights reserved.