17 March, 2010

Someone must be mistaken

Argh!  Architect is not a verb!

That's from a consultant's pitch to which I was exposed this morning, about revolutionising the production of printed documents, using a CMS and file repository to gather and revise content for brochures and prospectuses.

After which I returned to my desk and an invitation to a conference on the death of the printed prospectus, "threatened by an increasingly digitised marketing mix and a profound generational shift in media behavior and consumption".

So which is it?