Ask a dozen magazine production professionals to define the term “workflow,” and you’ll likely receive 12 different definitions. But despite the unique ways in which magazines are produced, generally speaking, workflow is all about taking valuable content, manipulating it in a way that maintains its integrity (no matter how it’s output), and doing it all lightning fast. “A successful workflow is one that allows publications to produce content and distribute it on a schedule that makes it able to compete with Web sites for readers’ attention,” according to Scott Seebass, CEO, Xinet Inc. in Berkeley, Calif. Given the plethora of technologies accessible to publishers
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