The conceptualized idea of prepress is ready for a change. When we,as in production folk of the world, prepare a file for publication; whether it be for web, print, multimedia or proofing purposes, we go through a set of predetermined steps to insure the integrity of the file.

These steps include all phases of file preparation: scanning, retouching, color management, page layout, typography, creation of art and images, image placement, sound editing, presentation development, etc. I think you get the picture. The aspect of file creation has changed so significantly in the last 8 years, that the terminology must change also. Therefore, I propose a change to PreMedia.

PreMedia is exactly what it states, not prepress or pre-web or any other industry "pre" terms. PreMedia encompasses all of these workflows and includes visionary workflows within the future of publishing. We are very well past the traditional prepress worfklows and are now looking toward repurposing files and images for various end media.

What a concept–being able to use the same file for many different projects and publications. Let's just call this faction of the industry ROOM, or (R)ip (O)nce (O)utput (M)any. Afterall, this is what we have been striving for from the being of the "file format era," a way to take my electronic files from concept to final product.

Just to show you how simple of a transition is will be for the industry to accept the term PreMedia to replace PrePress, lets take a look at what going on outside of our industry. While I was at Seybold San Francisco 99 some friends and I had decided to talk a walk on a beautiful summer evening to a pizza parlor a few blocks from our hotel. As we got to the corner of Kearney & Clay Street, a very large glowing neon sign happened to catch my eye. As I looked up, the sign read Adult Media. Not Adult Books, not Adult Videos and certainly not Adult Toys, but Adult Media. The tagline at the base of the sign read "Erotica for the new Millennium." So, we have arrived, the general public has not only accepted, but embraced the term media.