Commitments and costs
CTP's eventual adoption made equipment manufacturers and software developers sit up and take notice of publishers'day-to-day needs. They began to see the purpose of serving an upstream market, finally able to reach content creators with their tools and technological solutions.
And the content creators, well, we were pretty jazzed, too (or at least some of us were) to finally get to cut out film costs and stripping charges, gladly exchanging these costs for those of a different nature—file transfer services, digital proofers and the like. And as they began to notice the revenue potential of tapping into us, they began to develop new tools just for us, at a price point that made in-house design to prepress a viable option. The same will be said of the e-book space, as the cost of content conversion and management tools decrease and consumer-acceptable price-point issues and marketing strategies are ironed out. In discovering the market's limits, we are beginning to also discover its possibilities.