Last week Cary Sherburne wrote about the need to rename Web-to-print. In her article at WhatTheyThink she pointed out that Web-to-print is a limiting term:
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. Others may be used in email campaigns. Still others may be destined for the Web as banner ads, customized landing pages or more. In fact, for the customers, it is not even about print, really. It is more about managing business communications or marketing collateral, which is likely to include some print.
What Cary is talking about is templatized documents. Templatized documents can be used to provide personalization and customization to a range of documents in print and electronic mediums. Some have referred to this a Web-to-everything with the goal to streamline production by removing inefficiencies of the traditional procurement, design and and in the case of print, manufacturing the process.