"But if you're talking about the Web site that services a more dynamic sampling of your company's content, there are a number of additional issues" related to trying to set up how the data from your publication is going to flow through editorial process to a print production cycle over to the Web, says Potash. Ask yourself following questions, he suggests: How are you currently preparing your publication for print? What is the desktop publishing format? What is the final digital product that might be available to you as a company that, once all of the editorial and blueline (work) and all of the markup is done, you can get back in a format that translates to the Web format easily? In other words, Potash summarizes, "if you want to be more aggressive and make your Web site be an access point to your information within your print publications, you have to go back to your manuscript process and put repurposing of content for Web publishing as an objective."